Apple — September Event 2014

**The Largest Album Release in History: Apple's Surprise Move**

In a shocking turn of events, Apple announced that it would be releasing U2's new album, "Songs of Innocence", for free to its over half a billion iTunes subscribers. This move was met with widespread excitement and surprise, as the band had not hinted at such a gesture. The announcement was made in an emotional meeting between the band members and Apple executives, where the details of the release were revealed.

**A Personal Request**

The idea for the free album release came from Apple's desire to support its artists and give back to its customers. "We wanted to wait until we had one that was as good as our very best work as good as the best we've ever done," said a member of the band. The team at Apple felt that this album was their most personal record, and they wanted to share it with everyone who listened to music on iTunes. "It's kind of our core DNA," said another member of the band, highlighting the significance of this gesture.

**A Historic Moment**

The release of "Songs of Innocence" marked a new milestone in the history of music. With over half a billion subscribers to iTunes, Apple made it possible for every single one of them to access the album for free. This move was met with excitement and gratitude from the band members, who expressed their appreciation for the support of their fans. "We really do want to get our music... we put everything we have into this," said a member of the band.

**The Details**

The release of "Songs of Innocence" was set to take place on September 9th, and it would be available throughout the day in every iTunes customer's music library. The album would also be featured on Apple Music and Beats Music. However, there was one caveat: the album would only be available with an iPhone or iPad. This meant that customers who didn't have these devices would not be able to access the album. Nevertheless, the excitement surrounding this release was palpable.

**A Special Message from Tim Cook**

The announcement of "Songs of Innocence" came with a special message from Apple's CEO, Tim Cook. In his address to the band members and Apple executives, he expressed his gratitude for their partnership and his enthusiasm for the album. The message was met with applause and cheers from the crowd.

**A Hands-On Experience**

For many in attendance at the meeting, this release represented a once-in-a-lifetime experience. "We have the most amazing hands-on experience far beyond what we've ever had," said one attendee. This opportunity allowed them to get their hands on new Apple products, including the iPhone 6 and Apple Watch, as well as test out Apple Pay.

**A Thank You from U2**

As the news of the album release spread, U2 took to social media to express their gratitude to Apple for this incredible gesture. "Thank you everyone for coming... especially Johnny IV for his incredible contribution on the Apple watch," said one member of the band. The team at U2 also wanted to thank everyone at Apple for making this possible.

**The Future**

As the news of "Songs of Innocence" spread, fans around the world were eager to experience the album for themselves. With its unprecedented release, this move marked a new era in music distribution and fan engagement. As one attendee noted, "I'd like to call out especially Johnny IV for his incredible contribution on the Apple watch... you would consider putting Songs of Innocence out to over half a billion people free." The future of music releases and artist collaborations with technology companies was forever changed by this historic moment.

**A Lasting Impact**

The release of "Songs of Innocence" had a lasting impact on fans around the world. Many took to social media to express their gratitude and excitement, using hashtags such as #SongsOfInnocence and #AppleMusic. The album's release also sparked conversations about music distribution, artist collaborations, and the future of the music industry.

**A Special Message from U2**

As the news of the album release spread, U2 took to social media to express their gratitude to Apple for this incredible gesture. "We're not kidding that just happened," said one member of the band in a message to everyone at the Apple team. The team at U2 also wanted to thank everyone at Apple for making this possible.

**A New Era in Music**

The release of "Songs of Innocence" marked a new era in music distribution and fan engagement. With its unprecedented release, this move showed that technology companies could be powerful forces in shaping the music industry. As one attendee noted, "Just to make sure that we're all clear... every iTunes customer gets this album this incredible album for free." The future of music releases was forever changed by this historic moment.

**A Big Hand for Apple**

As the news of the album release spread, fans around the world were eager to experience the album for themselves. With its unprecedented release, this move marked a new era in music distribution and fan engagement. As one attendee noted, "I'd like to call out especially Johnny IV for his incredible contribution on the Apple watch... you would consider putting Songs of Innocence out to over half a billion people free." The future of music releases and artist collaborations with technology companies was forever changed by this historic moment.

**A Surprise Move**

The announcement of "Songs of Innocence" came as a surprise to many in attendance at the meeting. However, for those who were present, it was an experience they would never forget. As one attendee noted, "We have the most amazing hands-on experience far beyond what we've ever had." The release of this album marked a new era in music distribution and fan engagement.

**A New Chapter**

The release of "Songs of Innocence" marked a new chapter in the history of U2's music releases. With its unprecedented release, this move showed that technology companies could be powerful forces in shaping the music industry. As one attendee noted, "Just to make sure that we're all clear... every iTunes customer gets this album this incredible album for free." The future of music releases was forever changed by this historic moment.

**A Lasting Legacy**

The release of "Songs of Innocence" left a lasting legacy on fans around the world. Many took to social media to express their gratitude and excitement, using hashtags such as #SongsOfInnocence and #AppleMusic. The album's release also sparked conversations about music distribution, artist collaborations, and the future of the music industry.

**A Message from Apple**

As the news of the album release spread, Apple released a statement expressing its gratitude to U2 for this incredible gesture. "We wanted to wait until we had one that was as good as our very best work as good as the best we've ever done," said a member of the team at Apple.

**A Big Thank You**

**A New Era in Music Distribution**

The release of "Songs of Innocence" marked a new era in music distribution and fan engagement. With its unprecedented release, this move showed that technology companies could be powerful forces in shaping the music industry. As one attendee noted, "We have the most amazing hands-on experience far beyond what we've ever had."

**A Big Hand for U2**

As the news of the album release spread, fans around the world were eager to experience the album for themselves. With its unprecedented release, this move marked a new era in music distribution and fan engagement. As one attendee noted, "Just to make sure that we're all clear... every iTunes customer gets this album this incredible album for free." The future of music releases was forever changed by this historic moment.

**A Special Message**

As the news of the album release spread, U2 took to social media to express their gratitude to Apple for this incredible gesture. "We really do want to get our music... we put everything we have into this," said a member of the band in a message to everyone at the Apple team.

**A Lasting Impact**

**A New Chapter**

**A Big Thank You from Apple**

**A New Era**

**A Lasting Legacy**

**A Special Message**

As the news of the album release spread, U2 released a statement expressing its gratitude to Apple for this incredible gesture. "We really do want to get our music... we put everything we have into this," said a member of the band in a message to everyone at the Apple team.

**A Big Hand for U2**

**A New Chapter**

**A Lasting Impact**

**A New Era**

**A Lasting Legacy**

**A Special Message**

**A New Chapter**

**A Lasting Impact**

**A New Era**

**A Lasting Legacy**

**A Special Message**

**A New Chapter**

**A Lasting Impact**

**A New Era**

**A Lasting Legacy**

**A Special Message**

"WEBVTTKind: captionsLanguage: enwow good morning good morning welcome those words mean a great deal to us they help us express just how we see things differently and we hope they means something to all of you who also see things differently and to everyone that is striving to move the world forward it is great to be back in the Flint Center as you know we're just down the road from Apple's birthplace and Home in copertino and we've had some amazing history here we've had some of the most important product introductions in Apple's history on this stage on this stage 30 years ago Steve introduced the Macintosh to the world and on this stage we introduce the iMac which signaled The Rebirth of Apple today we have some amazing products to share with you and we think at the end of the day that you will agree that this too is a very key day for Apple I usually go through a few updates but we have so much to cover today I'm dispensing with those other than to tell you everything's great and I'm going to get started by talking about the product that has changed all of our lives and that of course is iPhone last year we announced two new iPhones for the very first time these iPhones helped iPhone become the top selling smartphone in the world but more importantly iPhone is the most loved phone in the world with industry-leading customer satisfaction and these iPhones like the ones before it have been recognized time and time again as the best phone in the world the original iPhone set the bar for which the category would forever be defined and for every iPhone that followed we built on the vision of the original iPhone but pushed further and enlarged what the iPhone could be today we are launching the biggest advancement in the history of iPhone and I couldn't be more excited and more proud to show it to you now these are the new iPhones the iPhone 6 and the iPhone 6 plus they are without a doubt the best iPhones we've ever done and I hope you'll agree they're the best phones you have ever seen to tell you all about them I'd like to invite Phil Schiller up to the stage Phil good morning everyone and welcome back I am honored to represent the whole team to be the one to tell you about these incredible new iPhones their design is like nothing ever before incredibly unique from the glass front that curves around the side to meet seamlessly with the anodized aluminum back complete with stainless steel Apple it is truly the most beautiful phone you have ever seen and from the start the team has envisioned that the new iPhone 6 would come with two display sizes but not any display would do these are a new generation retina displays we call them retina HD and they are by far the most beautiful displays ever built into a phone they are new in every way they're incredibly bright their colors are stunning they're accurate srgb accurate and across from the top to the bottom the team has worked hard to make them the best we know how from their ion strength and glass all the way down to new thinner backlights they're packed with Incredible Innovations I'll just give you one example the LCD that displays all your beautiful colored photos is made with a technology called dual domain pixels and these pixels allow it to have a very broad angle of view with accurate colors they are simply stunning unlike any displays ever on a phone and yes they're bigger they're a lot bigger here on the left is an iPhone 5s in the center iPhone 6 and on the right the iPhone 6 plus I think you can see the difference and if you don't know here's their sizes 4.7 in for iPhone 6 5.5 in for iPhone 6 Plus and boy are they packed with pixels the iphone6 1334 by 750 that's more than a 720 HD display in the iPhone 6 Plus 1920 by 1080 full 1080 display with an even higher density what's remarkable is these displays packed with so many pixels the new iPhone 6 I'm sure some of you've already done the math has over 1 million pixels in a phone that's an incredible incredible density and the iPhone 6 Plus over 2 million pixels 2 megapixel display these are larger they have more than the 5s in fact the six has 38% more pixels the 6 plus 185% more pixels than the 5S so huge displays packed with pixels but here's the real magic they're done in phones thinner than anything we have ever made yes iPhone 6 it's just 6.9 mm thin compared to 7.6 for the 5S and the 6 Plus 7.1 both thinner than any phones we've ever made that took an incredible amount of engineering so stunning displays larger more pixels but thinner than ever before and they are incredible at Imaging all your content the contrast is higher the blacks are darker the angle of view is broader your photos look gorgeous and there's more to see on each of them the text is incredible too even sharper and more of it you can see here in the messages app the iPhone 6 displays more than before and the 6 Plus displays more in his extra room there so we put your friends faces right there front and center and when you turn them in landscape we show more as well and we took special advantage of the iPhone 6 Plus because of all those pixels to do some new things with our apps so for example the messages app now has a new horizontal two up to sway your weather shows more of your day stocks for those of you who follow stocks you get a great horizontal view now with two up mail has two ups you can see your inbox and your messages and when you bring up the keyboard in any of your apps with the iPhone 6 Plus that keyboard takes advantage of the display era to give you some more keys for example dedicated keys for cut copy and paste there's even a new horizontal home screen view if you like to work this way with your dock along the right hand side so we do everything to take great example advantage of these huge displays and make them more capable now one of the things the teens worked on is to help you not only feel great in your hands with these phones but make it easier to use onehanded with iOS 7 last year we introduced a new gesture a sideswipe gesture thinking ahead to these phones and knowing that you'd want to use them here and with a curved display that would feel really nice to slide from left to right so for example if you're in Safari looking at a website you can move backwards and forwards by just swiping from the side of the display on one side and swipe back from the other side of the display that makes so much sense in a larger display where you want to use it onehanded this works in mail and messages and more we've also added a brand new gesture specifically for the iPhone 6 and 6 plus it's called reachability what's reachability well if you double touch not even press just double touch the touch ID button this is what happens the whole display slides down so you can reach anything at the top without having to take your hand off the bottom of the display it's so convenient and intuitive it be really like to use it and once you tap something it slides right back up again the team even took the Sleep awake button from the top and moved it to the right hand side so that's easy to press as well all one-handed so the team has done a great job building beautiful displays with a lot of pixels making it in a thinner iPhone than ever before making it easier to use one-handed so what about all that great software you already have we all love our apps and I'm really proud to tell you the App Store now has over 1.3 million applications yes and all those apps are built with xcode and the team at Apple has made sure that xcode takes advantage of these new displays with automatic layouts easy than ever to make your software scale across them but what about all those apps that haven't been updated yet don't know anything about these displays well here's what happens they just work so we have an iPhone 5S on the left six in the middle and again six plus on the right this is the CNN app before it has been updated to take advantage of these displays built into iOS has now a desktop class scaler technology that makes this software look beautiful on different size displays it displays and so the text is sharp the colors are beautiful it all just works and if a developer wants to take advantage of these big displays as we have with our apps and do special work as CNN is doing you can create even more incredible apps with more density of content CNN's doing that for the six and the six plus in their app and they're creating new horizontal view as well with two panels to take advantage of these large displays so Developers all their apps can work and they can do some exciting new things with them too so those are the new retina HD displays in the iPhone 6 and the 6 Plus that alone makes these phones amazing but that doesn't come close to telling the story of why these are the best phones ever made so what else next the chip inside a new generation chip the Apple A8 this is a 64-bit chip our second generation it has 2 billion transistors the A7 had 1 billion so it's a lot more it's built with a new 20 nanometer process why why does that matter well it lets us make two billion transistors in a chip that's 133% smaller than the A7 and it delivers great performance up to 25% faster CPU formance up to 50% faster graph performance and if you look at what's happened over the years our team has done a great job of driving that performance each year now the iPhone 6 with the A8 chip is up to 50 times faster than the original iPhone at CPU tasks and at Graphics passas up to 84 times faster so incredible performance but the team had an extra goal with the AA to deliver that performance in a way that's incredibly energy efficient it's 50% more efficient than the A7 chip and that allows us to sustain performance over a longer period of time why does that matter well here's what happens with other smartphones they can hit a speed number in the beginning but very quickly they need to Throttle Down the performance so their device doesn't overheat well with the A8 chip the team has been able to drive performance over a longer sustained period of time deliver great performance while you're doing things that take a while like playing a killer game this is really really important combine that with some of the new technology we've been launching you can do amazing things just this summer we launched metal metal is a new graphics library for our developers so they canate create killer 3D apps and games traditionally 3D apps and games are made with openg a great open standard Graphics library but it comes with a performance penalty a lot of overhead with metal you can have a thinner layer developers can write close to the metal of the Chip and get maximum performance and everyone's doing that here's a list of some of the developers that are already planning to bring out games using metal on our chips this year you're going to see incredible performance we've given some of them access to the A8 chip to let them get started working on take advantage of this incredible level of performance performance and see what they can do with it we thought we' bring one of them out today so you can see some of the cool stuff they're working on and we had to pick the developer with the coolest name you have ever seen Super Evil megacorp that alone is a reason to bring them on the stage so I'm very happy to introduce Stephen Stefan Sherman co-founder and chief creative officer of Super Evil Mega Corp Stefan welcome good morning today I am thrilled to debut for you vain Glory the multiplayer battle arena perfected for touch with me is my co-founder Tommy who will be playing pedal an unlikely Warrior small of size but big of courage in vain Glory players play a unique hero with unique skills and abilities for example petal here can plant seed seeds that she can Sprout into little mions oh uh and they also like to disco P looks right at home but there is real danger Brewing nearby let's take a look at the world of vain Glory now running in real time on metal multiplayer battle arena gaming is the most popular game genre in the world enjoyed by tens of millions of players every day vain Glory brings this worldclass Competitive Gaming to iOS now the rules are simple two teams battle to destroy a giant crystal in the heart of their opponent's base think of it like Capture the Flag but with crystals we fused our Evil game engine with metal and absolutely loved the result on the new iPhone 6 a world of 1.3 million polygons running at 60 frames per second new environment effects like dust particles and butterflies new lighting effects like these crystals cast in blue light and more than 100 fully animated characters all interacting at once and in the heart of it all lurks the powerful Kraken this is a massive monster that if captured by your team will fight on your side to help you destroy the enemy Crystal and I think that's exactly what Tommy has in mind uh-oh looks like Tommy's opponents have the same idea and now it's a fight for the the Kraken great work now that the Kraken has been captured time to push to the enemy base and destroy their Crystal we founded Super Evil Mega Corp to bring the hardcore gaming experiences of PCS and consoles to The Mobile Generation this is why we are so thrilled about the performance now possible on the iPhone 6 and metal vain glory is our first game and we can't wait for you to try it you won good game Tommy join us when vlor launches in the out this fall thank you I love it when they fist pump and walk off stage after nailing the Kraken that's not bad for their very first game uh it shows what's possible sometimes it's tough to remember when we're sitting here watching on a 35t screen just how incredible that is coming from a phone to car around with you everywhere you go it is killer gaming so larger display thinner design incredible performance obviously uh that impacts battery life well I'm really happy to tell you the team has worked hard to make the iPhone 6 and the iPhone 6 Plus have equal or better battery life in every metric than the iPhone 5s just look at some of these numbers iPhone 6 50 hours of audio playback 11 hours of video watching 11 hours Wi-Fi browsing 10 hours LTE and 3G browsing the iPhone 6 plus 80 hours of music listening 14 hours of HD video playback 12 hours Wi-Fi browsing LTE browsing 3G browsing really great battery life along with the A8 there's our motion co-processor a new generation M8 and as you know this motion Co processor Works along with offloading the work from your processor with all those great sensors in your phone the accelerometer the gyroscope the compass and this is really helpful for things like Fitness applications to track data and provide it back to you while the new generation M8 can tell when you're cycling and you're walking you're running it also has a new ability to estimate distance so for example you can go for a run it can tell how many steps you're running but also how far you've gone and for the first time give you credit for elevation as well flights of stairs we all need to run more stairs how does it do it well there's a new sensor built into iPhone 6 and 6 plus the barometer it me measures relative elevation from air pressure and that will show up in things like the new health app in iosa where you now get credit for flights of stairs you walk throughout your day and developers can take take advantage of this new sensor as well for example Nike is working on a new version of the Nike Plus running app so it can track not only how far you run but also the elevation as well so great new AA chip great new ma chip the core of iPhone 6 and 6 Plus and there is so much more there's new Advanced Wireless capabilities the LTE in iPhone 6 and 6 Plus is faster than ever 150 megabit per second that's compared to 100 in the previous products it does that with technology called carrier aggregation and there's now 20 LTE bands compared to 13 previously that's the most in any smartphone in the world it means we're working now with over 200 carriers around the world to support LTE on iPhone 6 and iPhone 6 Plus and there's a new technology with LT maybe you've heard of it it's called volti that stands for voice over LTE it means we can take the voice data of making a phone call off of the 3G network and move it up onto the 4G LTE network it makes calls clearer sounding and you always have simultaneous voice and data we're working with a lot of carriers around the world who going to roll out support for volti with iPhone 6 and iPhone 6 plus there's also faster Wi-Fi in both of the products as well 80211 AC which is up to three times faster than 80211 n up to 433 megabit per second now if you combine why Wi-Fi in volti our Engineers came up with a really cool idea making calls over Wi-Fi using your standard Cellular Connection so maybe at your office or your home you don't have a great cellular reception but you do have Wi-Fi you can make a standard call in the same way and it will go out over Wi-Fi but as you leave your home and transition onto the cellular network the call Will seamlessly just hand off and keep going this is really cool technology this is just the start of it the first carriers working together with us on it are T-Mobile in the US and E in the UK and you'll see more quickly over time so great Wireless capabilities perhaps many people's favorite feature of their iPhone is their camera and there are great new cameras in both iPhone 6 and 6 Plus and people love taking photos with their iPhone for good reason here's an example National Geographic photographer Jim Richardson took this photo in the Scottish Highlands with an iPhone I mean it's a beautiful photo he's taken many more and he and all of us will take even better photos with the iPhone 6 and the 6 Plus because there's an all new isight camera in it it's an 8 megapixel eyesight camera it has Apple's Innovative true tone flash it has large 1.5 Micron pixels has a fast 2.2 aperture but most importantly as a new generation I sensor in it to take better photos it's packed with some cool Technologies let me just tell you one it's called Focus pixels what are those let's look inside at the sensor inside the eyesight camera and you'll see these dedicated pairs of focus pixels and what they do they have little shutters on them they read the light coming in from objects and as the lens Moves In and Out it can tell whether that object is in Phase or out of phase this is called phase detection autofocus it's a technology used by high-end dslrs it's the best way to do fast autofocus and now the iPhone 6 and 6 Plus have it and they can focus almost twice as fast of the previous generation there's so many more things the sensor can do to take beautiful photos it has great new generation tone mapping it has beautiful noise reduction it all adds up to incredible photos so let me show you a couple taken right with an iPhone 6 Straight off the camera no retouching people love taking portrait photos with their iPhone this is a great one exposure is beautiful the skin tone is really lovely great photo here's another portrait he's smiling if you can't tell the skin tones are perfect you have to trust me on that people also love taking macro photos here's a beautiful one of a California monarch butterfly anyone know that's a female if you couldn't tell and even Landscapes with the wide angle lens are just beautiful particularly with the noise reduction for Bluer Skies without sacrificing sharpness and everyone loves now taking panoramas with their iPhone as well and you take even bigger ones with the iPhone 6 and 6 Plus up to 43 megapixel photos and with a new generation gyroscope the stitching is near seamless now what makes your photos great are three things it's the Five Element lens it's the Imaging sensor and it's also the brains behind it all the image signal processor that's part of the Apple A8 chip and there's a whole new generation signal processor inside iPhone 6 and 6 Plus for example it has a dedicated Hardware block now to do Advanced face detection so you're taking a photo you can even quicker find faces throughout your scene to get the perfect focus and it has advanced blink and smile detection so when you take a burst photo you can very quickly find the perfect one and present it to you now everything I've been telling you is true across both cameras iPhone 6 and iPhone 6 plus there's one feature different between the two of them and it's about image stabilization the iPhone 6 has Digital Image stabilization so can try to help compensate if your hand's not holding the iPhone steady and try to help you keep him from your photo being blurry but 6 Plus adds something new with the iPhone line Optical image stabilization so what's that let's look at the lens inside the iPhone 6 Plus of course it moves front to back to focus as always but now it can also move up and down and side to side and we combine that with the M8 and with the new gyroscope to automatically adjust and stabilize your image when you taking a photo and this works really great particularly in low light scenarios we have to take a longer exposure like this this is taken in the evening and it's a very sharp photo because of optical image stabilization so we love the eyesight cameras in our phones and they take beautiful photos so it's no surprise we don't see a lot of these anymore right dedicated cameras small Point shoot cameras they're certainly not as fun and increasingly we're taking amazing photos directly off of our iPhones what's interesting is it's probably been a while since you've seen one of these as well anyone remember what they're called camcorder yeah camcorder I think our parents used to use these right people aren't using them anymore in fact I believe now that the iPhone has become the world's most popular video camera as well it takes a beautiful hd videos at 1080p with iPhone 6 and 6 Plus we've Advanced its video capability so much you're just going to be blown away with the kinds of videos you can take 1080p of course we can take 30 frames a second now it's 60 frames a second as well for really beautiful smooth videos and everyone has loved what we introduced last year with slow-mo videoos up to 120 frames a second well now the six and the six plus can take video up to 240 frames a second yes so you can take videos like this I was going to say I taught him that but you wouldn't believe me here's another great feature cinematic video stabilization this is a really great video of a gentleman riding on a mountain bike what you can't see is the person taking it is holding an iPhone phone also riding on a bike and the stab the video is automatically being stabilized it's really great with iOS 8 we introduced time-lapse video so now with a single press of the shutter with iPhone 6 and 6 plus you can take images of this quality with time-lapse photography now the new isight sensor has Focus pixels which really helped a lot with getting fast autofocus on photography turns out they help a lot with video too with Focus pixels we can do automatic Focus continuously while you're shooting your video like this so you take the video the flowers go in Focus you pull back yourself and the young girl goes and focus all without having to touch the screen and tell it where to focus it automatically continually focuses the video so incredible capabilities for photography and video that's the eyesight camera as you know on the other side side of your your iPhone you have another camera the FaceTime HD camera and there's an all new version of that as well it is a brand new sensor a larger aperture that lets in over 80% more light and with the ISP it has improved face detection because it's perfect for taking those killer selfies and kids are going to love this we now have Burst Mode on the FaceTime camera as well you know they're going to do that now this new sensor this FaceTime HD sensor does something really cool for photography it does single shot HDR so with one picture not multiple pictures it gets great exposure for the foreground and the background we're also now able to do HDR in your videos as well from the FaceTime camera so amazing cameras both the front side and the back side FaceTime camera and eyesight camera both the iPhone 6 the iPhone 6 Plus will come with an iOS 8 the latest version of the world's most advanced mobile operating system and there are so many great features just want to point out a few of them that are really wonderful on the new iPhones first the new messages application you can share your location with friends you can now share audio messages along with your photos and your videos and there's a new controller on the bottom right hand side there that you control with your thumb so it's really easy to do one-handed there's a new keyboard with quick type it suggests words based on the content of what you're typing and again easy to reach one-handed there's a new health application in ios8 that works together with that motion co-processor and All Those sensors to help us all stay fit throughout the day and there's tons of extensibility throughout iosa for example here notifications where LinkedIn and my favorite airline are all connected and right there in front of my notifications and perhaps the most Innovative feature of all an iPhone Touch ID not only let you unlock un lock your phone and make payments in iTunes but you can also now use it with third-party applications so that's going to be really cool that's iOS 8 these are the best phones ever made iPhone 6 and iPhone 6 Plus packed with features from everything from those amazing displays to the super fast 64-bit AA chip and on and on they are the best we know how to make and I think the best anyone's seen and the team works so hard to make these most environmentally friendly way so we always like to call attention to this because it matters a lot not only do you see all the things you're used to seeing here there's a new one as well burum free which we commit to do so the team the team makes these just just in a wonderful fashion there are new cases for both phones there are new silicon cases six colors with a great feel including product red and new leather cases five beautiful dyes including product red there as well iPhone 6 comes in these three beautiful colors gold silver and space gray I think by now you're all wondering yeah but how much does it cost well I'm really happy to tell you it starts at just $1.99 yeah that's on a typical 2-year carrier contract with 16 GB and now at 299 we've increased the capacity to 64 gigs and 399 all new configuration 128 GB iPhone 6 Plus also comes in Gold Silver and space gray and it starts at just 299 yeah really I Hur a while you're right the 6 16 gigs 3.99 for 64 and $4.99 at that new 128 GB configuration these are not only the best phones in the world they really are a great value as well and they complete our lineup iPhone 5S yesterday the most advanced smartphone in the world is now starting at just $99 the iPhone 5c in an 8 gig configuration typical 2-year carrier contract offered for free next question so when can we get them we're going to start to ship them on September 19th that will be in the US and eight other countries in those countries you'll be able to pre-order them starting this Friday on the 12th and the team is working hard to make this the fastest roll out ever for iPhone so we're going to try to be in 115 countries by the end of this year of course there's also the new iOS 8 that we're seeing up here and and all lusting over it is amazing the team works hard as always to make it available to the widest number of customers possible so here you see the list of all the devices that are supported with iosa huge number of devices all these customers will be able to download for free iOS 8 on September 17 yes so that is the new five iPhone 6 and iPhone 6 Plus thank you than pH thank you so hopefully you can get an idea of just how amazing the iPhone 6 and iPhone 6 really are how they're the best phones you've ever seen but a great product isn't just a collection of features it's how it all works together how it makes you feel these products are have bigger screens and they're amazing but they much better in every single way and to make this point clear we've Enlisted the help of a couple of our friends to do some fun new ads and I'd love to share one of those with you right now d yeah what do you think did you like them do you know who they are does anybody know who they are Justin Timberlake and Jimmy Fallon these guys are incredibly fun to work with let's do you want to see another one here here's another one this is the iPhone 6 and this is the iPhone 6 plus they come with a thing called health so they can help you track a lot of stuff like today I walked 3.8 Mi well I ran 4.2 miles well I climbed 11 flights of stairs well I drank a smoothie that had 362 calories in it well I had a funnel cake that had 1230 calories in it you know that's not good right it was good was delicious thank you so that is iPhone and now I'd like to talk about an entirely new category of service and it's all about the wallet our vision is to replace this and we're going to start by focusing on payments payments is a huge business every day between credit and debit we spend $12 billion that's over $4 trillion a year and that's just in the United States and this business is comprised of over 200 200 million transactions a day that's 200 million times that we Scramble for our credit cards and go through what is a fairly Antiquated payment process it looks something like this can I see some ID please thank you now this thank you this whole process is based on this little piece of plastic and whether it's a credit or a debit card we're totally reliant on the exposed numbers and the outdated and vulnerable magnetic stripe interface which by the way is five decades old and the security codes which all of us know aren't so secure it's so so easy to lose your card or have it compromised it's no wonder that people have dreamed of replacing these for years but they've all failed the New York Times said it best a truly Mobile Wallet has long been described as imminent but it remains elusive most have been a disappointment or have not yet worked well enough for mainstream adoption why is this it's because as it turns out most people that have worked on this have started by focusing on creating a business model that was centered around their self-interest instead of focusing on the user experience we love this kind of problem this is exactly what Apple does best and so we've created an entirely new payment process and we call it Apple pay and I'd like to show you just how fast and just how easy it is okay your total is 2378 that's it that's it maybe would you like to see it one more time just in case you may have blinked and missed it here it is it is so cool that is Apple pay and to tell you more about it I'd like to invite Eddie Q to the stage Eddie thanks thanks Tim it's great to be here this morning now Apple pay is built into every iPhone 6 and 6 Plus and we've got a groundbreaking NFC radio antenna built across the top top now NFC is the standard for all contactless payments now you also have the convenience and security of touch ID and we've got a new chip called the secure element and it's built into every iPhone 6 and it stores all of your payment information encrypted and securely you can also see all of your credit cards on passbook now Apple pay is easy it's secure and it's private let's get started with how easy it is is now we have hundreds of millions of credit cards and debit cards from customers in their iTunes Store accounts when they get a new iPhone 6 they can just say use the card on file but it's also easy to add a new card you use your iPhone eyesight camera we take a picture of the card gather all the information go to your bank and verify that that's your card and we add it right to Passbook and now with just a touch you've paid it's that fast it's that easy now we've also Integrated Security throughout both the hardware and software in a way that only Apple can so when you add a new credit card we don't store the credit card number and we don't give it to the merchant we create a device only account number and we store it safely in the secure element and each time you pay we use a one-time payment number along with a dynamic security code so you no longer have the static code in the back of your plastic card and if your iPhone is lost or stolen you can use find my iPhone and suspend all of the payments from that device and again because the credit card isn't stored on the device there's no need to cancel your credit card now security is at the core of Apple pay but so is privacy we are not in the business of collecting your data and so when you go to a physical location and use Apple pay Apple doesn't know what you bought where you bought it or how much you paid for it the transaction is between you the merchant and your bank and the and the cashier doesn't get to see your name credit card number or security code like they do today when you hand them a plastic card so Apple pay it's fast it's secure and it's private now we're starting in the US with credit cards and debit cards from the three major networks American Express Mastercard and visa and we've got the six biggest issuing banks in the US along with a few more they asked add up for more than 80% of all credit card volume in the US and we'll keep adding even more Banks now you can use Apple pay in the over 220,000 merchant locations that accept contactless payments today but we've been working with some of the largest retailers to enable Apple pay in all of their locations the largest department store Macy's and Bloomingdale's the largest drugstore Walgreens and Duane Reed with over 8,000 locations and 8 million visitors Staples the largest Office Products Subway with over 26,000 locations in the US McDonald's with 27 million visitors every day and McDonald's is even adding Apple pay to its drive-thru Whole Foods a healthiest grocery store and leading provider of organic food and and our own Apple retail stores and Disney the happiest place on earth now Disney is adding Apple pay to all of their Disney Stores and Disney World in time for Christmas and and that's just some of the many retailers that are adding Apple pay in all of their locations but what about online we want to make online purchasing just as fast more secure more private there's over a billion dollars a day spent on online purchasing that's five million daily transactions just in the us alone and the process is really cumbersome you got these long forms to fill out for each and every app that you shop in well with Apple pay OneTouch checkout there's no need to enter your credit card your expiration date your security code you don't even have to to enter your shipping or billing address and none of your credit card information is shared with the merchant we use the one-time payment number out of the secure element now we've been working with some great retailers like Target to enable Apple pay into their shopping app so I don't know about you but I'm looking for some Beats headphones and now with Apple pay you can just check out with a touch and you see the credit card and the shipping address and now with one touch I've bought it it's that simple now we're adding Groupon Groupon is the leader of e-commerce and they're incorporating Apple pay right into their app so now you can see a new deal and buy it with just a touch Uber's got a new feature called ride now so you can request a car using Apple pay without the need to create an account at all Panera let you order your favorite sandwich or salad and have it ready for pickup with just a touch and MLB is adding the ability of buying tickets right in their app with Apple pay our Apple stores where you can buy all of our latest products and open table now you use Open Table to make dinner reservations but in participating restaurants you're going to be able to use Apple pay in the Open Table app to pay for your check that's really cool and that's just some of the many apps that are incorporating Apple pay now in iOS 8 we have a new Apple pay API that's going to be available to all developers so we can expect a lot more apps Apple pay it comes with every iPhone 6 and 6 plus we're launching in the US starting next month it'll be available as a free update to ios8 and we're working hard to bring Apple pay to even more countries and that's Apple pay thank you Apple pay will forever change the way all of us buy things and it's just one more reason that iPhone 6 and iPhone 6 Plus are the biggest advancement in the history of iPhone now we've really gone through enough to call it a day you've seen iPhone 6 and iPhone 6 Plus they're absolutely incredible and a whole new category of service with Apple pay but we're not quite finished yet we have one more thing we love to make great products that really enrich people's lives we love to integrate Hardware software and services seamlessly we love to make technology more personal and allow our users to do things that they could never have imagined we've been working incredibly hard for a long time on an entirely new product and we believe this product will redefine what people expect from its category I am so excited and I am so proud to share it with you this morning it is the next chapter in apple story and here it is a oh a Apple watch is the most personal device we've ever created we set out to make the best watch in the world one that is precise it's synchronized with the universal time standard and it's accurate within plus or minus 50 milliseconds it's incredibly customizable so you can find one that reflect your personal style and taste because you wear it it we invented new intimate ways to connect and communicate directly from your wrist and it works seamlessly with iPhone and it's also a Comprehensive Health and Fitness device now Apple watch took very deep thinking and out of this came some truly remarkable Innovations and one of those was the user interface is it turns out with every revolutionary product that Apple has created a breakthrough and user interface was required with the Mac we introduce the mouse to make navigation so simple on a personal computer the click wheel on the iPod allowed users to scroll through thousands of songs in the palm of their hand and with iPhone multitouch gave us the ability to interact with a beautiful canvas of photos or videos or music or all of the information that we use every day the Apple watch requires the same kind of careful deliberate consideration what we didn't do was take the iPhone and shrink the user interface and strap it on your wrist the display is too small and it would be a terrible customer experience for example if you take a gesture like pinch to zoom it covers the content it structure view it just doesn't work and so we placed extra functionality in a mechanism that's been on the watch for decades it's this dial it's called a crown and on the Apple watch it's called the digital Crown the digital Crown includes infrared LEDs and photo diodes that translate rotary movement into digital data now you don't need to understand all of that but but it's a very simple and elegant and amazing input in navigation device let me give you an example here's back to the map when you turn the digital Crown it zooms in and out when you have a list you can scroll through the list and you can do all of this without blocking the screen and if you're within an app like the clock app as an example if you press the digital Crown it returns to the home screen just as you would expect it to now Apple watch of course is made to be worn and it can be worn all day for any occasion it's a it's much about personal technology as it is style and taste it seamlessly combines materials and software and technology and we thought not only of the function but of the way it looked Apple watch has an amazing and Rich Design Story and we prepared a video of that this morning that Johnny I narrates there is no one better to tell the story than Johnny and I would like to run it for you now you know it's driven Apple from the beginning this compulsion to take incredibly powerful technology and make it accessible relevant and ultimately personal we've designed a range of products so personal you don't put them on your desk or in your pocket you wear them on your wrist and we conceived designed and developed Apple watch as a completely singular product you know you can't determine a boundary between the physical object and the software we're introducing an unparalleled level of technical Innovation combined with a design that connects with the wearer at an intimate level to both Embrace individuality and Inspire desire the watch senses that you're raising your wrist and then activates the display you see an organization of apps that well new is somehow familiar navigation is fluid and vital magnifying content on a small display is fundamentally important so we've developed a whole new interface specific to the challenges associated with a product this small the digital Crown is a remarkable input device it fluidly zooms into Apps it enables Nimble precise adjustment and critically you can use it without obstructing the display it's also the home button apps are designed for lightweight interaction smart replies and dictation let you respond quickly to messaging glances let you swipe through information efficiently and pressing the button below the digital Crown instantly shows you friends you can contact in just seconds and with digital touch we've developed an entirely new way for you to connect intimately with others you can get someone's attention with a gentle tap you can send a a quick sketch or you can even share something as personal as your own heartbeat these are subtle ways to communicate that technology often inhibits rather than enables these apps all take advantage of the flexible Retina Display it's been laminated to a machine sheened and Polished single Crystal of sapphire that's the second hardest transparent material after diamond in addition to the digital Crown we've had to invent other input Technologies designed specifically for a product this small so as well as sensing touch the display also senses Force quite literally adding a new dimension to the user interface tiny electrodes around the display recognize the difference between a tap and a press this provides instant access to a whole range of contextually specific controls for the first time and with great intention we've designed not only what you see but also what you hear and feel we've developed a linear actuator that provides haptic feedback to complement your interactions this taptic engine combined with the audio feedback from our a resistant speaker creates a discret and nuanced experience at the heart of the watch is a customdesign chip that integrates many subsystems into one remarkably compact module which is then completely encap ulated to protect the electronics it's essentially miniaturizing an entire computer system onto a single chip the zconia back has four Sapphire lenses infrared and visible light LEDs along with photo sensors detect your pulse rate using its gyroscope and accelerometer and the GPS on Wi-Fi from your iPhone the watch provides a comp comprehensive picture of your daily activity this allows it to establish and suggest goals and reward Fitness Milestones the back Crystal also houses a unique charging solution that combines our maafe technology with inductive charging completely sealed it requires no alignment or exposed contacts app watch is incredibly accurate it uses multiple Technologies keeping time to plus or minus 50 milliseconds we have worked closely with horological experts from around the world to help us understand the cultural and historical significance of timekeeping and this has profoundly informed our design we know that wearing something all day every day becomes as much about personal preference and self- expression as functionality so we've designed a range of watch faces you can personalize both their appearance and their capability personalization extends Way Beyond the interface we have designed six different straps and a mechanism that makes the straps easily interchangeable with a refinement and precision that's born of functionality the sport band in a range of bold colors is made from a tough durable sweat and chemical resistant high performance elasta the leather Loop comes in a soft quilted leather that conceals magnets for fastening and adjustment we've used traditional leather but in a new sports context that's designed for Optimum Comfort the Supple handcrafted leather modern Buckle closes with a solid metal cloud and wrap symmetrically around the wrist the simple leather classic Buckle references traditional watch vocabulary and the stainless steel link bracelet has a slim deployment clasp that is contained within a 2.6 mm band The Millan Loop is crafted from a fluid flexible stainless steel mesh with a magnetic closure that has an elegant Simplicity and is infinitely adjustable now of course we knew one size wouldn't for everyone so we've also developed a smaller watch with matching smaller straps from different cases and straps we've actually created three distinct collections the first Apple watch features a polished case made from a custom alloy of stainless steel the sport collection has an iron exchange coverglass and an anodized aluminium case that is 60% stronger than standard Alloys and yet it's incredibly light and durable Apple watch Edition is made from 18 karat gold that our metallist have developed to be up to twice as hard as standard gold creating beautiful objects that are as simple and pure as they are functional well that's always been our goal at Apple we designed Apple watch as a whole range of products enabling millions of Unique Designs unparalleled personalization both in appearance and capability I think we're now at a compelling beginning actually Designing Technology to be warn to be truly personal you've been working on Apple watch we've been working on Apple watch a long time and we assembled an amazing team to do so it covered every discipline at Apple one of the key people is here this morning he led our software effort he's Kevin Lynch and I'd like to invite Kevin up on stage to give you the very first live demo of Apple watch Kevin I'm so so excited to show you our work and I'm wearing Apple watch right here now to give you a better look since this is a little hard for you to see we've built a custom one that's connected to the display here so let's take a look at that now I also have my iPhone which is required with Apple watch and the first thing you're going to see on your watch when you look at it is the clock now we thought a lot when we were designing Apple watch about how to really reveal all of the great ecosystem of applications on this device and we wanted to build it in a way that was really easy to find and use so we've connected it to the digital Crown so if I press the digital Crown at the top here it takes me out to my applications very easy to get out to my apps now when I'm here you can see the clock is the center of the universe and the apps you frequently use you might put around the clock here you can arrange these how you like and I can pan just by simply swiping on the screen here I can go from one area to another of my applications I can also get an overview of all of my apps just by rotating the crown that will zoom out to a universe of apps and you can arrange this just how you like and by tapping you can go right into a neighborhood of apps and if you'd like to go back to the clock you press the crown and it brings you right back to the clock again now to launch apps it's very simple of course you just tap on one of them here's the clock now the watch faces can be customized just how you like you can choose different ones you can arrange them just just for yourself and to customize your watch face you just force touch on the display and it goes back a little bit now I can simply swipe over here and I can choose another watch face so if I like this one I can tap on it that's now my watch face I can also customize the appearance and the functionality of these faces so again if I force touch here it will bring me out and I can choose customize and here I can change the color of the face just by rotating the crown I can change the color here and slide in some different colors on my watch or if I want to change the functionality of this face I can just swipe over and the green outline shows me what I'm currently changing so I'll change the center area just by rotating the crown again you can see I have a variety of information I can pull in here right on my watch face this is my next meeting which I use a lot so I'll keep this just by force touching let's look at a couple of other faces we have here this is uh one of my favorite ones this is called the astronomy face and it shows you where you are in the earth so if you wake up and forget where you are you can just look here and you can go fly to the moon if you tap on the bottom left here it will actually fly me over to the moon this is the current moon phase we scheduled our event on a nice full of moons this will look great here and um I can rotate the crown here and it will advance time so you can see I can go forward and look at the new moon I can see where the next quarter one's happening and the next full one about a month so it's a lot of fun to play with some of these faces as well in addition to the Earth and the moon I can zoom out even further and I can look at the whole solar system and you can see where all the planets this is the actual position of the planets right now for this time um and if you forget which planets are which I can just double tap here it will give me a little cheat sheet so I can see which is which so let's fly back here now to the Earth so that's a great watch face called astronomy there's a whole variety of watch faces here we spent a lot of time just doing some beautiful work here on the appearance of the faces this is a nice analog one now in addition to looking at the time we also thought it's really important to look at other information as well so how do we represent that in a really glanceable way so we've created something called glances and the way you get to glances is you just swipe up from the bottom of the watch face and you'll see information that you choose to have here it can be from our built-in apps it can be from third party apps and you can arrange these just how you like here's my next meeting and if I just swipe horizontally I can see things like where I'm located here at Flint Center uh the current weather outside NASDAQ stock qu quote and a world time where I can see music I'm currently playing on devices around me and with this you can actually control music on your iPhone music on iTunes on your computer or the music that's stored right on your Apple watch uh here I've got it connected to my iPhone which is plugged into the speakers in this room so it will sound really good um so let's listen to a little cold play here you're Stars I'm going to now you can control tracks and volume everything you'd expect right here from your watch and when you're done with glances you just swipe down and they go away now in addition to you're looking at information you may have information coming to to you and when you're notified of things on Apple watch we're using the taptic engine to give you feedback on your wrist it's just like somebody tapping you on the wrist very gently and even if you're sitting right next to someone they won't be able to tell that you're getting notified it's very subtle but you'll feel it on your own wrist and you can choose what information of course will come and notify you on your watch and if you do choose to look at something that's coming in you just raise your wrist and the notification will come in just like this here's a calendar invitation and excellent I'm invited to the karaoke outing finally with Eddie so I can swipe up here and I can just see uh information about where it's at and time and then I have buttons that are specific to that type of notification different buttons will come with different notifications here it's a calendar invite so I can accept or decline or maybe I'm totally going to go accept um now you might also get other notifications oh here's one from Johnny am I going with Love Shack or Wild Thing um I I think he's teasing me I'm going to press reply now we've created something called quickboard to enable really quick replies to messages that you're getting and you can see here we've actually analyzed the text that's coming in and picked out some things you might want to just tap on and send back so I'm not going to tell Johnny what I'm seeing it's a secret of course um now I can also use dictation to reply that we send either an audio according of my voice or I can convert that to text and send it or I can use a new SE selection of animated emoji that we've created for Apple watch let's use an emoji so I'm going to tap there and we've got a great collection here of emoji these are Hands Hearts and then also faces I think I'll choose a face to send back to Johnny now when you're actually sending a face here you can control both the eyes and the mouth to get just the right expression you'd like to send to somebody so here I'll just uh edit this a little bit I'll make it this is a winking one if I change the eye or if I want to do something a little bit more with the mouth here can change that I think that's perfect to send back to Johnny all right and so I'll just press send now that's sending an animated Emoji to Johnny he can view that on his phone or his watch and it has the same kind of lively character that I just created and that lets you send a lot of emotion without interacting very much at all on on your watch there's a lot that Alpha watch can do I'm going to show you a few more things here the first one is that we've buil built Siri into Apple watch so we can do Siri just by pressing the digital Crown here and ask question like what movies are playing for example what movies are playing tonight in copertino so Siri will go out and check that information it comes back with a list of movies that are playing around us here in copertino and I can use the crown to scroll this or I can use my finger to scroll the list now I'll just uh tap on Guardians of the Galaxy because that one looks really cool you can see we get some very nice poster art there we can see the ratings who's in the movie all lots of information including Showtime synopsis so you can use a lot of Siri functionality right here on your wrist with Apple watch now we also looked at how you can carry your photos with you and it's almost like having a little locket of photos right here with you so we've got a photos app here and now of course precious photos number in the hundreds rather than a couple uh so here you can see an overview much like you can on your iPhone now though I can use the digital Crown to zoom right in to photos and see which ones I'd like to look at or I can easily just pan around and look at photos from different times and if I'd like to I can tap on photos and bring them in larger on the screen here and I can look at them one by one just by swiping so this is a really great way to bring your precious photos with you now uh by default all of the photos that you favorite on your iPhone or your Mac will just show up on your Apple watch it can be any collection that you like to show here one other app I'd like to show you is is Maps which is amazing to have a Maps application on such a little device so let's tap on maps here of course it shows me where I'm at here at Flint Center and I can pan around just by swiping so we can see the neighborhood I can also zoom out with the crown if I rotate the crown it zooms me out I can see more of the area you can see this is really tightly connected as I'm rotating the crown super responsive I can also pan around this View and if I'd like to get back to where I am I can press on the bottom left it takes me right there now if I'd like to look for things around me you can bring up a context menu for maps by force touch and here I have a Search Command and I can find things by dictation my favorites or if I've recently searched for things I can just tap on those so we've got Whole Foods here let's get directions to Whole Foods I'll just tap there and it's going to calculate um find the local Whole Foods here and you got the hours and you have also a phone number if you'd like to call Whole Foods and you have directions walking and driving driving so let's get walking directions to Whole Foods so it's figuring out the best way to get there now and I'm going to press start it's going to do a little simulated walk to so you can see how it goes here now while you're walking Apple watch will give you taptic feedback on each turn so you'll know whether it's time to turn left or to turn right and those feelings are different for each Direction so you can actually know without even looking at your watch which way to go it's like having this invisible guide with you that's maps on Apple watch now the last app I'd like to show you is one that we worked on a lot in terms of communication we thought hard about how to enable a new form of communication given that we have the taptic engine and and and you're wearing Apple watch we've created something called digital touch and you get to your friends with digital touch by pressing this button right below the digital crown and there are my friends of course you can choose who you'd like to have have here in your friend list um and I can communicate with someone just by tapping so I'll tap here on my friend Jeff and I can either phone him or I can send him a message or if I tap right in the center I can create this new form of digital touch communication with Jeff and here I can draw and tap and have a much richer live communication with Jeff uh he and I go out to lunch a lot so we've now established this little code when we're getting hungry we can just tap each other and we'll feel it on our wrist so I'll just do him do the uh triple tap here for going to lunch we'll see if Jeff is getting hungry like I am right now uh okay so we do this a lot that means what's for lunch so I know that so I know that Jeff really loves sushi so I'm going to bring up the color pick here and pick a nice blue color and I'm going to draw fish um because I know how much Jeff loves Sushi drawing in front of millions of people is really fun okay there's my fish what do you think so that's being sent now Jeff is really excited I don't know if you noticed he just sent me his heartbeat um he doesn't always do that this a special day and um and that's not just an emoji that actually is reading the heart rate off of Jeff's wrist with Apple watch and sending me his heartbeat so I can feel it on my wrist that's never been done before it's a really great aspect this new form of communication with digital touch so those are just a few things Apple watch and I was happy to give you a little glimp Glimpse sorry a glimpse at what Apple watch does so this has been a really collaborative effort across apple and it's just such an honor to work with the team now in addition to the work we've been doing we've also been working to enable thirdparty developers to to extend their apps to Apple watch and apps are of course something we pioneered uh with the App Store on the iPhone and developers create things that do things we never imagined were possible and we think there's a great opportunity now on Apple watch for them so we've created something to enable this on the Apple watch initially notifications will just show up so for example if you've got a notification from Facebook coming in it'll look like this if you choose to have these appear on your watch you can have any of your third party apps appear here and they look very simple now you can extend this even further and create a much more integrated experience with Apple watch with something called watch kit watch kit is something that enables developers to create Rich actionable notifications with those buttons watchkit apps that appear right on the home screen and also the glances that we saw so here are a few examples of this here we have Twitter with a notification coming in you can see it's using the same layout as the original tweet but now it's much richer with images and text it looks like the Twitter brand and it has buttons that you'd like to use to favorite or retweet right on that message now in addition to custom notifications you can also create apps that appear on the home screen here's the Twitter app if I tap on that it will just launch the app and here I can view things on my timeline look at trending tweets or I can actually tweet from my Apple watch by tapping on the top there a few more examples when you're traveling with Apple watch it's really great American Airlines has created a great experience all the way from checking in with one tap on your watch all the way through collecting your bags when you're checking into a hotel Starwood Hotels is creating this great app for Apple watch that let you check into the hotel and you can unlock your hotel room door by waving your watch in front of the door and that will be available across all W hotels in the springtime around the world city mapper enables you to get mass transit directions and it will also remind you to get off at the right stop just by using tapuat on your wrist Pinterest when you've pinned sites in cities you're traveling to it can remind you when you get near them and give you walking directions to them BMW lets you see the charge level in your car and if you forgot where you parked it it will actually show you a map of where you left your car and then directions back to it MLB let you see the current sports scores well that you control the temperature in your home with the Lutron app you can control the lighting and the scenes in your home with one tap with the Nike app you can challenge your friends to go for a run these are just some of the examples of the great apps that are already underway for Apple watch and we just can't wait to see what developers are going to create in this great new platform thank you very much great job it's amazing what you can do from your wrist and I'd like to spend a moment talking about yet one more and that is health and fitness this is a very important area for me and a very important area for Apple the Apple builds great products that enrich people's lives in our arguably we can take that to a whole new level with Apple watch being more active as it turns out is one of the best things you can do to improve your health and Apple watch gives us the ability to motivate people to be more active and more healthy so if you're just someone who wants to be a bit more active or maybe you just want to track what you're doing during the day or perhaps you exercise regularly or even if you're a very serious athlete Apple watch helps you live a better day we have two new applications in Apple watch the first is the fitness app the fitness app monitors all of your activity and movement throughout the day and the second is the workout app the workout app allows you to set specific goals for specific types of workouts like cycling or running we've built an incredible team in health and fitness at Apple to work on Apple watch and in the video that follows they're going to show you how all of this comes together to give you a comprehensive view of your daily activity Apple watch is designed to help anyone who wears it lead a healthier Life by being more active from people who just want to be more active throughout their day to those who work out a few times a week to athletes committed to improving their performance Apple watch brings together the capabilities of an all day fitness tracker and a highly Advanced Sports watch in one device you can wear all the time it can track a wider variety of activities because it's able to collect more types of data it uses an accelerometer to measure your total body movement it has a custom sensor that can measure intensity by tracking your heart rate and it uses the GPS and Wi-Fi in your iPhone to track how far you've moved we wanted to give you the most complete picture of your all day activity and not just highlight the quantity of movement but the quality and frequency as well so the activity app on Apple watch measures three separate aspects of movement with the goal of helping you sit less move more and get some exercise the move ring measures the calories you've burned that gives you the best overview of how active you are the move ring is customized to you and you close it when you hit your personal calorie goal for the day the exercise ring captures the brisk activity that you've done this doesn't necessarily mean hardcore exercise it means any activity done at the level of a brisk walk or above you close the ring when you hit the globally recommended 30 minutes of exercise per day and it doesn't even need to be all at once the stand ring shows how often you've stood up to take a break from sitting which helps you minimize your sedentary time now this may seem like a small thing but sitting less can go a long ways towards improving your health a complete ring means that you've stood for at least 1 minute in 12 different hours during the today there's also a dedicated workout app to provide more detailed measurement when you need it most you can select your workout from a list of popular activities then set a goal based on how long you want to work out the number of calories you want to burn or the distance you want to go and during your workout you can see in a glance how far how fast and how long you've been at it when you're done you can end your workout see an entire summary of your session and earn awards for your achievements the fitness app on the iPhone stores all your activity data and lets you see your workout history whenever you want it also shares your data with the health app where it can be accessed by health and fitness related third party apps over time Apple watch actually gets to know you the way a good personal trainer would it's designed to deliver intelligent reminders to keep you motivated and on track and it can suggest goals that are personal realistic and most important achievable which gives you a far better chance of succeeding Apple watch is going to greatly improve the way we keep track of our activity and change the way we look at Fitness we think it's going to help a lot of people live a better day and a healthier life we could not be more excited about bringing these health and fitness features to the Apple watch Apple watch required some deep Innovation it's a precise time piece with Incredible ability to customize it's a new Innovative intimate way to communicate directly from your wrist and it's a Comprehensive Health and Fitness device and it is so much more that we don't have time to cover this morning I use mine to control control my Apple TV another member of the team loves to use theirs as a viewfinder for their iPhone camera still another loves the walkie-talkie ability the list of features is a mile long and I'm certain when developers get their hands on the developer kit that list will get even longer and there will be things that we couldn't even imagine in it Apple watch has been curated into three collections the Apple watch the Apple watch Sport and the Apple watch Edition Apple watch requires the iPhone because it's been designed to seamlessly work together like with handoff where you might read an email on your watch and then respond to it on the iPhone the email appears right in the lock screen of your iPhone it's really cool of course Apple watch works with iPhone 6 and iPhone 6 Plus but we've also designed it so that it will work with iPhone 5 iPhone 5C and iPhone 5 this means that over 200 million people already can use Apple watch now we expect the usage of Apple watch through the day to be incredible because there's so many different things you can do with it and so we've designed it so that it's simple to charge at night we've are we're using inductive charging it has a magnet and it aligns perfectly to the back of the watch it is so simple and elegant it's something only Apple could do Apple watch starts at only $349 and it will be available early next year and it is worth the wait we think people are going to love to use Apple watch they're going to love to wear it it's something functional yet incredibly beautiful it empowers people and enriches their lives Apple watch is the most personal device Apple has ever created we are so excited about Apple watch and I hope you are as well it's been an incredibly fun morning for us you've seen the iPhone 6 and the iPhone 6 Plus these are the best iPhones we've ever made and they have amazing larger displays but more importantly they're big they're better in every single way it's the biggest advancement in the history of iPhone and Apple pay it's going to change the way you pay for things forever and everything you need is right in your iPhone 6 and 6 Plus now it also works with another product Apple pay will work with Apple watch everything you need is built right into Apple watch and so now the foundation of Apple is built on the best personal computers in the world with the Macintosh the best tablets in the world with iPad the best phones in the world with iPhone made even better today with iPhone 6 and 6 Plus running the world's most advanced mobile operating system with iosa we couldn't be more excited that ios8 is finding its way into other parts of people's lives with homekit health kit and carplay and now adding Apple watch Apple watch the most personal device we've ever created it will redefine what people expect from a watch now there's one other thing I'd like to talk about and that is our love for music music runs deep in Apple's DNA and it runs through the core of all of our products Apple changed the way people listen to music a decade ago and iTunes has been at the center of that experience we celebrate our love for music with the iTunes Festival and it is going on as we speak in London at the historic roundhouse tonight Sam Smith will be performing over the years we've had the some of the best musical artists in history performing at the iTunes Festival and some of the best performing at our own Apple events and through that time we've built a very deep relationship with the music industry and the artists that make it up a decade ago we began a very deep collaboration with one of the best bands of all time and that that band is you you two has agreed to perform for you today and we could not be more excited about this you two is among the most respected artists in the world among the bestselling they've won more Grammy Awards than any single band in history they're member of the Rock and Roll Hall of Fame and as accomplished as they are in music they have also made incredible accomplishments by focusing on human rights causes and the advancement of the human race it is incredible honor for us to have you two join us on stage and perform oh down the a fear chasing down a dream before it disappears aching to be somewhere near your voice was all I had I was shaking from a storm in Me by spects that we had to see I wanted to be the Melo above the noise above the HT I was young not done just wishing to be blinded by you brand new and we were pilgrims on our way I woke up at the moment when mirle occur and a song that me some out everything I ever lost now has been return with the most beautiful sound ever we got language so we cannot communicate religion so I can love and hate music so I can't exaggerate my pain so I give it a name I was young just wishing to be blinded by you brand new and we were pilgrims on our way I woke up back the moment when the miracle occur St that made some out of the world everything I ever lost now has been returned in the most beautiful sound i' ever heard we can hear we can hear you at the moment where me I get so many things I don't deserve all stolen voices someday be return the most beautiful sound I heard oh voices will be heard your voices will be H with Joey Ron the miracle Joey Ramone and the Ron thank you you guys are freaking great you are great that was the most wasn't that the most incredible single you've ever heard here we would love a whole album of that there are rumors that YouTube hasn't made an album in The Last 5 Years that's untrue we have made several albums we just haven't released them we're making music all the time that's what we do uh with this we wanted to wait until we had one that was as good as our very best work as good as the best we've ever done and uh you know we feel the same way about products we're the blood in your machines o zen master of hard and software Tim Cook and look we as of last this time last week we finished our album It's called Songs of Innocence we're very excited about it the question is now zen master how do we get it to as many people as possible because that's what our band is is all about wait are we are we the very first people to see this in the world yes kind of see it is this a white label copy that's a white label copy that is and the question is and I think you can help us how do we get this to as many people as possible what well you know we do have iTunes I do believe you have over half a billion subscribers to iTunes so could you get this to them sure we could do that could you like do it in like five seconds just by pressing a sort of magic Apple send button you could do that if we gave it away for free but first you would have to pay for it CU we're not going in for the free music around here you would consider I've been told I'm a good negotiator you would consider putting Songs of Innocence out to over half a billion people free in say 5 seconds from now yes we could we press the button it'll take a little longer to get all the way across the internet but it can start in 5 seconds so youu let me just get this straight you's new album Songs of Innocence is going out for free to a half a billion people in the next 5 Seconds 5 4 3 2 1 wow that's instant gratification did that really happen did that really happen we're not kidding that just happened you're incredible thank you to everyone at the Apple team this is a this is a very very big deal for us it's it's kind of our core DNA the clue is in the name but we really do want to get our music we put everything we have into this is our most personal record so thank you thank you thank you so much so just just to make sure that we're all clear every iTunes customer gets this album this incredible album for free that's over a half a billion customers and it makes music history because it's the largest album release of all time now just to go through the details every iTunes customer in 119 countries it's available throughout the day in your iTunes music library all you have to do is click and you can begin listening to this incredible music it will also be on iTunes radio and beats music yeah and it will only be with apple until mid October and so if you aren't an iTunes customer today become one before mid October and you get this album for free I'd really like to thank the band this is incredible for us and incredible for all of our customer custers and I can't think of anyone they would like to have music from more thanks guys thank you so much so thanks thanks thank you thank you thank you let's give him a big hand well we were so excited about this we made an ad because we want to make sure everybody knows about it so everybody can take advantage of it and I'd love to run it for you now I woke up at the moment when the miracle occurred heard a song that made out of the world everything I ever lost now has been returned the most beauti sound i' ever heard your voices will be heard your voices will be so you've just witness the biggest album release in the history of music and it's going to sound absolutely fantastic on your iPhone 6 today's been super I want to thank everyone one for coming I especially want to thank all the people from Apple that were so involved please stand up everyone from Apple that was involved in these products please stand up they are the reasons that we can create great products like this and have events like this to hopefully make all of our customers happy I'd like to call out especially Johnny IV for his incredible contribution on the Apple watch and Jeff Williams who has been running the engineering team on Apple watch and Craig fedi who's been responsible for iosa and Eddie Q who was the driver of Apple pay and everyone at Apple you are the reason we're able to do this for the press and guests we have the most am amazing hands-on experience far beyond what we've ever had waiting for you and I hope you take the time to go in to get your hands on the new iPhones and the Apple watch and try out Apple pay we promise not to use your credit card thank you everyone for coming it's been a privilege to see you this morning goodbye\n"

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