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  • [ Typing Sounds ]

  • [ Music ]

  • [ Cheers and Applause ]

  • >> Good morning.

  • Good morning.

  • Good morning.

  • Thank you so much for joining us.

  • Welcome to our Town Hall on the Infinite Loop Campus.

  • Normally, we don't spend a lot of time looking back

  • but yes we are about to celebrate Apple's 40th birthday

  • on April 1st.

  • [ Applause ]

  • That video lists some of the amazing products

  • and epic moments in our history

  • and reminds us just how many times Apple has changed

  • the world.

  • Recently, we passed a major milestone

  • that no one could've ever imagined.

  • There are now more than 1 billion Apple devices

  • in use around the world.

  • [ Applause ]

  • This is an incredible milestone for us and an indicator

  • of how much impact Apple has on people around the world.

  • Our products are such an important part

  • of people's daily lives.

  • And with that, comes a significant responsibility.

  • So before we get started today, I'd like to address something

  • that I know is on the minds of many people this morning.

  • We built the iPhone for you, our customers,

  • and we know that it is a deeply personal device.

  • For many of us, the iPhone is an extension of ourselves.

  • About a month ago, we asked Americans across the country

  • to join in a conversation.

  • We need to decide as a nation how much power the government

  • should have over our data and over our privacy.

  • I've been humbled and deeply grateful for the outpouring

  • of support that we've received from Americans

  • across the country from all walks of life.

  • We did not expect to be in this position at odds

  • with our own government, but we believe strongly

  • that we have a responsibility to help you protect your data

  • and protect your privacy.

  • We owe it to our customers and we owe it to our country.

  • This is an issue that impacts all of us,

  • and we will not shrink from this responsibility.

  • [ Applause ]

  • Thank you.

  • Thank you.

  • Thank you.

  • Thank you.

  • OK. So let's get back to why you're here this morning.

  • Because so many people use our products every day,

  • we understand that we have an opportunity and a responsibility

  • to impact things for the better.

  • So we want to get started this morning by talking

  • about two initiatives where we are working hard

  • to leave the world better than we found it.

  • We'd like to start with the environment and I'd

  • like to invite Lisa Jackson up to tell you what we're doing

  • to preserve and protect the environment.

  • Lisa.

  • [ Applause ]

  • >> Thank you.

  • Thanks so much.

  • Well, you know, just like everything we do at Apple,

  • when we think about the environment,

  • we think about innovation.

  • You see, we want to change the world for the better

  • and we think there's no greater challenge in the world

  • than our changing climate.

  • Now, the solution is energy efficiency and renewable energy,

  • and the time for action is right now.

  • So two years ago, we told you about our ambitious goal,

  • one that we hope others will adopt.

  • We told you that our goal was to be 100% renewable in 100%

  • of our operations worldwide.

  • That's all of our offices, all of our retail stores

  • and every single one of our data centers.

  • So two years later, how are we doing?

  • Well, currently, 93%

  • of our facilities worldwide run on renewable energy.

  • [ Applause ]

  • And just last year, we reached our goal

  • of using 100% renewable power to power our operations

  • in the United States, as well as our offices and stores in China.

  • In fact, we're now a 100% renewable

  • in 23 countries around the world.

  • Now, in some places we're able

  • to purchase renewable energy right from the grid,

  • from existing sources, but that's not always possible,

  • which has led us to some pretty innovative solutions.

  • In Sichuan Province, China, we found a way

  • to build a 40-megawatt solar farm

  • without disturbing the local population.

  • Yeah.

  • [ Applause ]

  • The innovation is in building a system that allows

  • for electricity generation and hay production

  • for the local yak ranchers.

  • That solar project is producing more than enough electricity

  • to power our 34 retail stores

  • and our 19 offices in the country.

  • That makes our facilities there carbon-neutral.

  • In Singapore where there's not enough room to put solar panels

  • on the ground, we looked up.

  • Solar arrays on more than 800 rooftops will cover the

  • electricity use of our offices and our future stores.

  • We're really proud to be a 100% renewable in Singapore.

  • We're also really proud of the fact that 100%

  • of our data centers are powered by clean sources of energy

  • like the sun, wind and water.

  • Now, think for a second about what that means.

  • It means every time you send an iMessage

  • or make a FaceTime video call or ask Siri a question,

  • you can feel really good

  • about reducing your impact on the environment.

  • Now, let's talk about another way

  • that we're reducing our impact on the environment and that's

  • by protecting forests

  • that produce the paper we use especially for our packaging.

  • You see, we believe that paper

  • like energy can be a renewable resource.

  • So we're proud to announce that today 99% of our packaging comes

  • from paper that is recycled or is coming

  • from sustainably managed forests.

  • [ Applause ]

  • This is especially important as we continue our move

  • to all paper packaging but we're not stopping there.

  • Through our partnership with The Conversation Fund,

  • we've permanently preserved over 36,000 acres of working forests

  • in Maine, in North Carolina and we're partnering

  • with World Wildlife Fund to improve the management of up

  • to 1 million acres in China.

  • You see, our goal is to add to the world's supply

  • of responsibly sourced paper rather than take from it.

  • Now, while we're focused on conservation, let me tell you

  • about another way we're working

  • to preserve our planet's resources,

  • and that's through reuse and recycling.

  • You see, we worked really hard

  • to make sure our products don't end up in places like this,

  • and we think the best way to do that is to have them be reused.

  • That's why we design our products to last,

  • and we're happy to say that thanks to their durability,

  • the vast majority of iPhones that we get back end

  • up being reused, including the phones we get back

  • from our iPhone upgrade and trade up programs.

  • But at some point, even our products need to be recycled.

  • Many recycling systems today waste much

  • of the materials they collect, so it can't be reused.

  • We think it's time for a new approach.

  • We put an incredible amount of energy

  • into designing the best products in the world and we put

  • that same kind of energy into thinking about what happens

  • when they can no longer be used.

  • Let me introduce you to a pretty cool R&D project,

  • we call him Liam.

  • >> The iPhone is the result of years of innovation

  • but true innovation means considering what happens

  • to a product at every stage of its life cycle.

  • Meet Liam.

  • When it's time, Liam deconstructs your iPhone.

  • Parts are detected and removed and separated,

  • so the materials inside those parts can be repurposed.

  • To rescue cobalt and lithium from the battery,

  • separate the gold and copper in the camera, extract silver

  • and platinum from the main logic board, so the materials

  • in your iPhone can live on.

  • Because in a world with limited resources,

  • some things can't be replaced.

  • [ Music ]

  • [ Applause ]

  • >> He is pretty cool, right?

  • There's no other machine in the world

  • that can do what Liam can do, and it was conceived

  • and designed by Apple engineers right here in California.

  • The things we've learned

  • from this project will help us make even bigger strides

  • in the area of reuse and recycling as we go forward.

  • As you saw on the video,

  • Liam separates the iPhone into its components.

  • This allows us to recover the materials,

  • high quality materials, and reintroduce them

  • into the global supply, and that saves natural resources.

  • So that tungsten from the iPhone alert module can be used

  • to make a precision cutting tool, and the silver

  • from the motherboard can be used to, in a solar panel.

  • Now, ultimately, our goal is to create breakthroughs

  • that allow us to use those high quality materials

  • in our own products because reuse and recycling is

  • so important, and that's where you can come in.

  • With Apple Renew, you can recycle your devices easily

  • and quickly in a way that's safe for your data

  • and safe for the planet.

  • All you have to do is take them into an Apple retail store

  • or send them to us for free by visiting apple.com/recycling

  • to print a prepaid mailing label.

  • We're making great progress in our environmental efforts

  • but we have a lot more to do and we promise

  • to keep you updated along the way.

  • Now back to Tim.

  • Thanks.

  • [ Cheering and Applause ]

  • >> Thank you, Lisa.

  • [ Applause ]

  • Powering Apple on a 100% renewable energy,

  • it is an incredible, ambitious and bold objective

  • but we are determined to meet it and we hope others will join us.

  • The second initiative we'd like to talk

  • about this morning is health.

  • With the launch of ResearchKit last year,

  • we've seen that Apple technology can have a positive impact

  • on people's health.

  • And to tell us about some progress in this area,

  • I'd like to invite Jeff Williams.

  • Jeff.

  • [ Applause ]

  • >> Last year, we introduced ResearchKit and our goal was

  • to use technology to solve some

  • of the biggest problems facing medical research.

  • We wanted to make it easier for people

  • to participate and research studies.

  • And we wanted to make it easier to gather accurate

  • and frequent data from the devices we're all already

  • carrying in our hands.

  • So what happened?

  • Virtually overnight, the research studies

  • that we launched became some of the largest in history with tens

  • of thousands of people signing up.

  • Like in this Parkinson's study

  • which became the largest Parkinson's study in history

  • in less than 24 hours.

  • [ Applause ]

  • Studies broke geographical boundaries.

  • Traditionally, studies are centered

  • around the research institution but with ResearchKit, anyone,

  • anywhere can participate.

  • Mount Sinai's Asthma app actually discovered asthma

  • triggers from all 50 states.

  • But more important than any of that,

  • researchers are gaining insights

  • that just weren't possible before.

  • Take diabetes.

  • You and I know diabetes as type 1 and type 2

  • but Mass General's study of type 2 diabetes found

  • that some people respond completely differently

  • to therapies than others, supporting the theory

  • that there are actually subtypes of type 2 diabetes,

  • helping pave the way

  • for precision medicine for the future.

  • Some of the world's most respected institutions have

  • released ResearchKit studies covering a wide range

  • of diseases and conditions that affect billions

  • of people around the world.

  • ResearchKit is opening up all kind of possibilities and I'd

  • like to you show a video to tell you more about it.

  • >> ResearchKit was created with the goal

  • of improving medical research.

  • A year later, we're seeing app developers, doctors,

  • and even patients take these ideas

  • and make them more powerful than we could have ever dreamed.

  • >> We can detect autism as early as 18 months old

  • but the median age that a child in US is diagnosed

  • with autism is five years old,

  • so we need a radical new solution.

  • >> If autism is diagnosed early,

  • it can have significant benefits for the child.

  • The point of Autism and Beyond is to help engage parents

  • in a ResearchKit study but more importantly is

  • to eventually develop a tool that they can use at home

  • with their child to screen for autism.

  • >> We show the child videos and we use the front-facing camera

  • to record the child's reaction to these videos,

  • and then we have algorithms that then can tell us

  • about the child's emotions and other behaviors.

  • So we have a chance to understand child development

  • in a completely new way.

  • >> When you have large numbers of people participating

  • in a research, their insights

  • into the condition increase exponentially.

  • With ResearchKit, we're getting day by day assessments

  • on how people are doing.

  • >> Parkinson's, it's a disease that slows you down

  • and exercise will make your feel better,

  • that's what I've come to learn.

  • What I'm trying to do lately is

  • to use the app before I exercise, and then afterward

  • to see how exercise might forestall progression of it

  • because it's not curable at the moment, at the moment [laughs].

  • >> Now with mPower app, we're getting information

  • that can be used to personalize the care that patients receive.

  • >> If we could bring research and care together

  • and really bridge that gap,

  • we can help people live healthier and happier lives.

  • >> I had my first epileptic seizure

  • when I was three in a half.

  • I always have that fear first of all in the back of my mind.

  • Am I going to have a seizure while I'm driving?

  • What if I'm at work or I'm by myself?

  • How am I going to handle that situation?

  • >> The EpiWatch app is the first research app

  • to use the Apple Watch.

  • So those sensors can be used

  • to collect physiologic data during seizures and we're using

  • that data to try to develop a seizure detector.

  • >> The research that they are doing is exciting

  • because they're trying to find a predictor.

  • Having that would be amazing because I would know, hey,

  • this is going to happen.

  • You have plenty of time to get to safety.

  • It's like, OK, I got this.

  • >> This is no longer just about research.

  • People are using apps to learn about themselves in a way

  • that they couldn't before to create a better life

  • for themselves in terms of their own health.

  • >> ResearchKit has clearly transformed research.

  • More importantly, it laid the foundation to transform care.

  • >> What's really amazing

  • about an iPhone is you have it in your pocket.

  • You don't need any special equipment.

  • Here is the phone.

  • We can do this science.

  • We can do this medicine with a phone.

  • [ Music ]

  • [ Applause ]

  • >> You know, when we introduced ResearchKit, our goal was simply

  • to improve medical research,

  • and we thought our work was largely done.

  • But what you probably saw in the film and what became clear

  • to us later is the very same tools we used

  • to advance medical research can also be used

  • to help people with their care.

  • Let me give you an example.

  • In the Parkinson's study, patients do a test several times

  • with their iPhone like that simple tap test you saw

  • on the video to assess their symptom levels.

  • And researchers can see the symptom level

  • across a range of days.

  • And they can see this before and after medication.

  • And there were lots of patients like patients A

  • where you can see that symptom levels improve post medication.

  • In other words, the medicine is working.

  • But there were also a lot of patients like patient B

  • where post medication, there's no improvement at all.

  • Their symptom levels didn't change.

  • In other words, the medicine is not working.

  • The patient either needs a different dose

  • or a different medication or maybe no medication at all,

  • but today neither the individual nor the caregiver has this

  • information, and we think empowering people with data

  • about their health is incredibly important.

  • So today we're launching CareKit.

  • [ Applause ]

  • CareKit is a framework to build apps that empower people

  • to take a more active role in their care,

  • and the very first CareKit app being released today is

  • for Parkinson's.

  • And it surfaces some of that valuable information we

  • discussed, so people can start understanding better what

  • affects their health.

  • And these six leading institutions will begin using

  • this app with their Parkinson's patients immediately,

  • so they can have a more informed discussion

  • about individualized treatments.

  • Let me give you another example.

  • Surgery. One of the things physicians tell us is one

  • of the most important things affecting outcome

  • of surgery is actually what you do during the recovery process.

  • Yet, we go from being monitored by a team

  • of highly trained specialist using leading edge technology

  • to being discharged with this, a single sheet of paper.

  • This is actually what happens pretty much across the country.

  • This is your list of things to do, things not to do,

  • which days you're supposed to do them on.

  • And adherence to this is notoriously very poor.

  • So, using the CareKit modules, we've been working

  • with Texas Medical Center and they've created an app

  • for the phone that got you through this critical process

  • in a completely different way.

  • It's got a care card which is your list of things

  • to do every day in checklist form, and as you fill them out,

  • the little heart fills up, it's really nice.

  • It's got a symptom and measurement tracker

  • where you can record information on your progress.

  • It's, you can record things like your temperature to monitor

  • for an infection or you can use the accelerometer on the iPhone

  • to study the range of motion.

  • And then you can share this information with your loved ones

  • who can help support you through this recovery process.

  • And best of all, you can share this information

  • with your physician who will take the results

  • of how you're doing and they will dynamically update your

  • care plan, so it changes on the fly, something just not possible

  • with a sheet of paper.

  • Those are just two examples of CareKit apps.

  • There are others coming

  • and we think the possibilities here are limitless.

  • Now, a word about privacy, nothing is more sensitive

  • than your health data.

  • You decide which apps you use

  • and with whom you share this information.

  • CareKit like ResearchKit will be open source

  • and it will be available in April.

  • We have been absolutely humbled and inspired by the response

  • to ResearchKit and we can't wait

  • to see what great apps get created with CareKit.

  • Thank you.

  • Back to Tim.

  • [ Applause ]

  • >> Thank you.

  • It's amazing that in such a short period of time

  • that ResearchKit has had a profound impact

  • on the broad area of medical research, and our hope is

  • that CareKit can have the same kind of impact

  • on helping individuals manage their care.

  • So you've seen the latest important work we have going

  • on the environment and in the health area,

  • now I'd like to talk about products

  • and I'll get started with the Apple Watch.

  • Since we launched it less than a year ago,

  • the Apple Watch has become the top selling smart watch

  • in the world.

  • But most importantly to us, customers love it.

  • They found that it's not just useful

  • but it's become an essential part of their daily lives.

  • They love being able to receive and respond to messages directly

  • from the wrist, as well as track their activity,

  • manage their calendar, navigate with maps,

  • and get up-to-the-minute information on sports scores

  • and news headlines and more.

  • People also love changing the bands

  • and how it gives the watch an entirely new look,

  • one that's appropriate for any purpose or occasion or season.

  • About a third of our Apple Watch wearers regularly change

  • their bands.

  • Today, we're introducing some brand new colors

  • and a new band that's made from a whole different material.

  • Our new woven nylon band.

  • Thank you.

  • [ Applause and Cheering ]

  • Our new woven nylon band features a unique

  • four-layer construction.

  • It comes in a variety of vibrant colors.

  • We think it's going to be incredibly popular.

  • Also, there's new sport and leather bands in all new colors,

  • and there's a stunning Space Black Milanese loop

  • that is absolutely beautiful.

  • [ Applause ]

  • We're really excited about this new spring line up

  • and we want even more people to be able to enjoy Apple Watch

  • and what it can do for them.

  • So beginning today, Apple Watch will start at just 299.

  • [ Applause and Cheering ]

  • That's our update on Apple Watch.

  • Now, I'd like to talk about Apple TV,

  • bringing all new capabilities

  • to the biggest screen in your house.

  • People are absolutely loving the new Apple TV with the App Store

  • and the innovative Siri Remote.

  • After the introduction of the new Apple TV last quarter,

  • we had the largest sales ever for Apple TV.

  • Now, apps are the future of television

  • and this transition is well under way.

  • In just a short period of time

  • since the Apple TV has been shipping,

  • we have 5,000 apps on the App Store.

  • There's amazing content apps to enjoy all over the world.

  • Like this one from HBO, HBO Now,

  • where you can watch the latest HBO shows whenever you want,

  • wherever you want.

  • Shows like "Game of Thrones" and "Veep"

  • and of course "Silicon Valley".

  • And NCAA March Madness Live just in time,

  • where you can watch two live tournament games simultaneously,

  • this is exclusive to Apple TV,

  • and you can also monitor the scores of the other games

  • and quickly change between the action.

  • And of course, there's a whole bunch of games to pick

  • from like this one from AG Drive.

  • Now, in addition to great video content and great games,

  • there's a wide variety of other apps on the App Store.

  • Like Solar Walk 2, which turns your living room

  • into a planetarium, and BrainPOP which is a great educational app

  • for kids, and GrubHub which you can order your favorite food

  • and get it delivered right to your home.

  • This is very key for me.

  • And Cody, you can choose from the internet's best workouts,

  • there's some great ones.

  • This is just a small sample of what's available in Apple TV

  • and much more is coming.

  • Now, of course, tvOS powers the Apple TV.

  • And at the heart of the Apple TV experience is Siri.

  • With Siri, you can just ask for something great to watch.

  • Like show me movies with Kevin Hart.

  • And there it is.

  • Pick your favorite.

  • In looking for a movie or a TV show,

  • Siri searches the popular apps so you don't have to.

  • We've added some great contents app for Siri to search,

  • we've got more coming, and we'll keep adding more over time.

  • Now, we've got some other great features coming

  • to Apple TV like folders.

  • Now, you can organize your apps

  • in your home screen just like you want to.

  • [ Applause and Cheering ]

  • And dictation.

  • So you can now use your voice to enter text on the screen.

  • This includes usernames and passwords.

  • You're really going to love it.

  • [ Applause ]

  • Plus Siri for the App Store.

  • So you can ask for any app that you want

  • or any type of app that you want.

  • And now, you can access your entire iCloud Photo Library

  • including live photos right on your big screen.

  • All of this is available.

  • It's a free update beginning today.

  • That's Apple TV.

  • [ Applause ]

  • Now, I'd like to talk about iPhone.

  • iPhone is the most loved smart phone in the world.

  • And today, we're welcoming a new member to the iPhone family.

  • And to tell you all about it,

  • I'd like to invite up Greg Joswiak.

  • Greg?

  • [ Applause ]

  • >> Thanks, Tim.

  • Our customers are loving the new iPhone 6s and 6s Plus

  • and while the vast majority

  • of our customers prefer this larger display iPhones,

  • we're here today to talk about a smaller iPhone.

  • Our four-inch iPhones are actually an important part

  • of our lineup.

  • Just last year we sold over 30 million four-inch iPhones,

  • that's a lot of phones, put it in perspective,

  • it took us about two and a half years to sell that many iPhones

  • when we first started from our entire lineup.

  • So why are people buying four-inch iPhones?

  • Well, there's two reasons.

  • First, for some people they simply love smaller phones.

  • They want the most compact iPhone design.

  • Second, we found that for a lot of these customers,

  • it's their first iPhone.

  • Whether they're switching from Android

  • or it's their first smart phone,

  • it's the first time they're experiencing iOS

  • and our hardware and software integration

  • and our amazing ecosystem.

  • And in some countries like China, it's the majority

  • of these customers who it's their very first iPhone.

  • So some people asked us, some people even pleaded us

  • to please keep the four-inch products in our lineup.

  • Well, today we're going to do just that and we're going

  • to make it a whole lot better.

  • And as you may have heard, we're calling it the iPhone SE.

  • [ Applause ]

  • So let me show it to you.

  • So we start with this beloved aluminum design

  • but we've made some beautiful refinements including this

  • gorgeous rose gold finish.

  • We've added matte-chamfered edges

  • and an inset stainless steel Apple logo just

  • like the iPhone 6s but it's on the inside

  • where the iPhone SE really shines.

  • It's got advanced technologies

  • that make this the most powerful four-inch phone ever.

  • It's incredibly powerful which makes it even better

  • to do the things that iPhone customers want

  • to do including playing the most graphic intensive games.

  • So at the heart of the iPhone SE of course is our chips,

  • our amazing Apple A9 chip

  • with its embedded M9 motion coprocessor.

  • This means that the iPhone SE has the same processing

  • performance as the iPhone 6s

  • which is literally double the speed of the iPhone 5s.

  • And the iPhone SE also has the same incredible graphics

  • performance as the iPhone 6s

  • which is three times faster than the iPhone 5s.

  • And the embedded M9 motion coprocessor is always on,

  • so it enables all kinds of features

  • like tracking your fitness all day

  • but it allows you to use "hey Siri".

  • So hands free, you get to say things

  • like this just -- "Hey, Siri.

  • How do you feel about recycling?"

  • >> I love the Apple Renew program

  • but Liam really tears me apart.

  • [ Laughter ]

  • >> That's for Lisa.

  • So even though it has all these new capabilities and it's

  • so much more powerful than the iPhone 5s,

  • the iPhone SE delivers incredible battery improvements

  • across the board.

  • And of course people love taking photos with their iPhones more

  • than any other phone or camera.

  • So we wanted to give it our most advanced camera system.

  • So we've given it our incredible 12-megapixel iSight camera

  • with Focus Pixels and True Tone flash.

  • And we have of course that image signal processor from the A9

  • that enables all kinds of great features

  • like the panorama pictures up to 63 megapixels

  • but also improvements to video, slo-mo, time-lapse

  • and of course your photos,

  • which means you can incredible pictures like this and this.

  • I don't know what you're thinking

  • but that is not Phil Schiller skateboarding to work.

  • He looks just like him though.

  • And yeah, and the iPhone SE can capture live photos.

  • So you can take your still photos

  • and have them come to life.

  • [ Applause ]

  • And our front-facing FaceTime HD camera,

  • we'd given the Retina Flash.

  • What that means is if you want to take a selfie in low light,

  • we're able to drive the display three times brighter than normal

  • in order to flash the True Tone flash, so you get a picture

  • like this instead of the dark selfie.

  • It can even capture 4K video and just like the iPhone 6s,

  • you can edit up to two simultaneous streams of 4K video

  • with iMovie right on the iPhone SE.

  • We've also given it great wireless capabilities.

  • We now have LTE speeds that are 50% faster than the iPhone 5s

  • and we've added more LTE bands

  • so you have better global roaming

  • and of course high fidelity call quality with voice over LTE.

  • And we've given it high speed WiFi as well 802.11ac,

  • which is three times faster than the iPhone 5s

  • and high quality WiFi calling is also supported.

  • Now, it has Touch ID to keep the contents of your iPhone secure

  • but also quickly available to you

  • with just a touch of your finger.

  • And now, you can make easy, secure and private payments

  • with Apple Pay built in.

  • [ Applause ]

  • So, to do that, we've added an NFC Radio

  • and a secure element inside of the iPhone SE.

  • And we've launched Apple Pay in these countries

  • and we most recently rolled it out on China

  • where the response was absolutely fantastic.

  • We had over three million cards added

  • in the first 72 hours alone, absolutely fantastic.

  • And of course, the iPhone SE meets our really high

  • environmental standards.

  • It is, of course, highly recyclable aluminum and glass

  • but it's got other recyclable components and materials as well

  • which both Lisa and Liam loves.

  • And it's free from that naughty list

  • of environmentally unfriendly materials as well.

  • So as you can see, we've added an incredible array

  • of advanced technologies to the iPhone SE

  • in its really compact design

  • which makes it the most powerful four-inch phone ever.

  • It really is an amazing device.

  • So the iPhone SE, what does it cost?

  • Well, we're going to start the price

  • of the iPhone SE at only $399.

  • [ Applause ]

  • Which makes it our most affordable price we've ever

  • introduced a new iPhone at.

  • And we have a higher capacity, 64 gigabyte model for just 499.

  • And if you're on a two-year subsidized service contract,

  • you get the iPhone SE for free.

  • But of course we know installment plans have become

  • incredibly popular, the iPhone SE now starts

  • at just $17 per month without a service contract.

  • So the iPhone SE joins our incredible line up of iPhones

  • with the iPhone 6, 6 Plus, 6s, and 6s Plus.

  • It's the strongest iPhone lineup we've ever had.

  • We can begin, we'll begin taking orders

  • for the iPhone SE this Thursday, March 24th

  • and it'd be available next week, so March the 31st.

  • We'll be shipping first in these countries

  • but many more will quickly follow.

  • We'll be in more than 100 countries by the end of May.

  • So that's the iPhone SE.

  • [ Applause ]

  • So whether this is your first iPhone

  • or you just love smaller phones,

  • we think you're going to love it.

  • But I got more.

  • Fundamentally important of course

  • to the iPhone experience is iOS.

  • And iOS is the most advanced mobile operating system

  • in the world.

  • And of course our latest version,

  • iOS 9 which was released this past fall

  • with incredible features as well as improvements

  • to the foundation of iOS.

  • And iOS 9 today is running on 80% of our active iOS devices.

  • That compares incredibly,

  • favorably with the latest version

  • of Android also released this past fall which is running on 2%

  • of their active devices.

  • And for the last couple of months, we've been testing

  • and publicly and previewing iOS 9.3 which is one

  • of the biggest dot releases we've ever done.

  • And it adds some new innovations as well improvements

  • to the wide range of apps, so I'd like to share some

  • of the highlights with you.

  • Let's start with Night Shift.

  • So studies have shown that exposure to blue light

  • in the evening can actually make it harder for you

  • to fall asleep at night.

  • So Night Shift automatically shifts the colors of the display

  • to the warmer end of the spectrum

  • which may help you sleep better at night.

  • So how does that work?

  • Well, when it's enabled Night Shift uses your iOS device's

  • clock as well as its geolocation to know

  • when it's sunset in your location.

  • And then it automatically shifts the color of that display

  • to the warmer end of the spectrum

  • which reduces the blue light which may help you sleep better.

  • It's a really cool feature,

  • that's why I'm still wide awake and alert.

  • Notes. Let's talk about Notes.

  • Notes is actually one of the most used apps in the platform.

  • It's used by literally hundreds and millions of people every day

  • and customers are loving the newly redesigned Notes app

  • in iOS 9.

  • Well, today, we're adding the ability

  • to further protect your most personal notes

  • with a passcode or a fingerprint.

  • [ Applause ]

  • Health. The health app gives users a quick and easy dashboard

  • with their health and fitness data and there are already

  • over 2500 apps that provide data into the health app and we want

  • to make it easier for customers to find the right apps

  • for their health and fitness needs.

  • So we've added great app suggestions right

  • into the health app so you could easily add data

  • to your dashboard.

  • News. We introduced Apple News with iOS 9

  • and it's become the source of news

  • for over 50 million active users.

  • And in iOS 9, we want to make it even faster

  • and more personalized.

  • So we're adding top stories to make it easier

  • to track your news on your iPhone or iPad, and for you,

  • now suggests trending topics as well as editor's picks.

  • CarPlay. CarPlay is the safer, smarter way to use your iPhone

  • in your car, and every major car brand has committed

  • to integrate CarPlay into their cars and already more

  • than 100 car models have been announced with CarPlay support

  • and more and more keep coming.

  • So you can expect to see this in more and more places.

  • And with iOS 9.3, it would add even more useful features

  • to CarPlay.

  • For instance, your Apple Music experience gets better with new

  • and for you, which provides songs, artists,

  • albums handpicked by experts, as well as selections based

  • on your own preferences, and maps gets even better.

  • With the nearby feature which allows you to find gas, parking,

  • restaurants and more with just a tap of your finger.

  • Education.

  • iPad with its powerful features and apps opens up new

  • and more engaging ways of learning,

  • and with iOS 9.3 using iPads in the classroom is even easier

  • and more powerful with a preview of a new suite of software

  • and capabilities that are designed specifically

  • for students, teachers and administrators.

  • [ Applause ]

  • So that's just some of the highlights of iOS 9.3.

  • We think it's turned out really great and it's going

  • to make the best mobile experience even better.

  • And it's available as a free update for all of you today.

  • That's iOS 9.3 and iPhone SE.

  • Thank you very much.

  • [ Applause ]

  • >> Thank you.

  • It's a great update to iOS.

  • I don't know about you but I'm looking forward

  • to sleeping better and I'm incredibly excited

  • about iPhone SE.

  • Many, many customers have asked for this

  • and I think they're really going to love it.

  • Next up is iPad.

  • We believe that iPad is the perfect expression of the future

  • of personal computing.

  • We took a giant step in this direction last fall

  • with the introduction of the 12.9-edged iPad Pro,

  • and since then many people are telling us

  • that the iPad Pro has become their primary computing device.

  • We've got some exciting news for you today.

  • And to tell you all about it,

  • I'd like to invite up Phil Schiller.

  • Phil?

  • [ Applause ]

  • >> Thank you.

  • Good morning, everyone.

  • I couldn't be more excited to be the one to be able

  • to tell you all about iPad.

  • Customers really have fallen in love with the new iPad Pro

  • in the six months that it's been on the market.

  • They're in love with the huge 12.9-inch retina display,

  • all its performance, all the capabilities,

  • the speaker system, and the Apple Pencil.

  • That is a true revolutionary breakthrough.

  • We're hearing so much from customers around the world,

  • customers like John Lasseter, Chief Creative Officer of Pixar

  • and Disney Animation Studios.

  • John had this to say, "The iPad Pro

  • and the Apple Pencil are the closest we've ever been able

  • to get in the digital world to actually drawing on paper."

  • Or Stephen Gates, Head of Design at Citi.

  • "At Citi, iPad Pro is truly transforming how we work.

  • Our design team has incorporated iPad Pro

  • into their daily workflow, allowing them to create,

  • collaborate and share ideas in new ways."

  • And Alex Valdman, Head of Design at Rapha.

  • "iPad Pro goes with me everywhere.

  • For everything I do, including designing the latest cycling

  • collection, it has not only replaced my laptop

  • but my paper notebook as well."

  • People love iPad Pro.

  • It is a revolutionary device.

  • And so, that's why, today, we're so excited to introduce you to,

  • for the first time, the second member of the iPad Pro family.

  • An entirely new iPad Pro based

  • around a 9.7-inch retina display.

  • And it weighs less than one pound.

  • It is an iPad Pro through and through.

  • But why make a second iPad Pro that's smaller?

  • Well, there are two really great reasons.

  • First, we started iPad with a 9.7-inch display

  • for a very good reason, it's a large enough display to get all

  • of your work done, but small and light enough to carry

  • with you everywhere you go.

  • People have loved the size.

  • And from the beginning,

  • it has remained our most popular iPad size.

  • In fact, I'm really happy to tell you that to date,

  • we sold over 200 million iPads with a 9.7-inch display.

  • So, for all of these customers, when they learn

  • about the features of iPad Pro, they'll all see

  • that it is their ultimate upgrade.

  • There's a second group of people that would love to reach

  • with this new iPad Pro, Windows users.

  • You may not know this.

  • But the majority of people come to an iPad Pro are coming

  • from a Windows PC, a desktop or a notebook.

  • Now, of course, we all know,

  • Windows PCs were originally conceived off before there was

  • an internet, before there was social media,

  • before there were app stores.

  • And this is an amazing statistic.

  • There are over 600 million PCs in use today

  • that are over five years old.

  • This is really sad.

  • [ Laughter ]

  • It really is.

  • These people, yes, could really, really benefit from an iPad Pro.

  • And when they see the features and performance and capabilities

  • of a product like the iPad Pro designed for a modern

  • and digital lifestyle, well, many of them will find

  • that it's their ultimate PC replacement.

  • Best of all, they can get access

  • to all those incredible apps in the App Store.

  • And we're so happy to tell you, there are now

  • over one million apps in the App Store designed for iPad.

  • And they work beautifully on iPad Pro.

  • So let me tell you a lot more about this brand new iPad Pro.

  • First, it has a pro display.

  • It starts with the same materials used

  • in a 12.9-inch iPad Pro, an oxide TFT display driven

  • by a custom Apple timing controller.

  • The custom controller has a variable refresh rate.

  • So it runs really fast but power efficient.

  • We use our photo alignment technology

  • to line the individual crystals

  • so that it has incredible contrast ratio and sharp text.

  • But there's so much more to this display.

  • It is 40% less reflective than an iPad Air 2.

  • At just 1.8% reflectivity,

  • it is the lowest reflectivity of any tablet.

  • And if you're a pro working, you really appreciate

  • that low reflectivity.

  • And it's brighter too, 25% brighter than an iPad Air 2.

  • It puts out 500 nits of light.

  • It makes it the brightest tablet available.

  • And there's a very wide color gamut.

  • It uses the digital cinema's spec, DCI P3,

  • which gives it a 25% greater color saturation

  • than iPad Air 2.

  • In so many ways, this is the best display we've ever built

  • for an iPad.

  • In addition, it supports two really breakthrough features.

  • The first, you've heard about from Jos.

  • It works with Night Shift.

  • So as the sun goes down, the brightness dims a bit,

  • the blue light wavelengths get reduced.

  • And some people find that it makes it easier to get to sleep.

  • But the second feature is a breakthrough that's never

  • appeared on any device before.

  • It's incredibly innovative.

  • We call that a True Tone display.

  • A True Tone display measures the color temperature

  • of ambient light and adjusts the display to match.

  • I heard an oh out there.

  • Somebody already gets this.

  • This is great.

  • It has two new four-channel ambient light sensors

  • that measure both brightness and color temperature.

  • So how does that work?

  • Let's start with a piece of paper.

  • Piece of paper reflects light.

  • So when you use it in different environments,

  • it reflects the color temperature

  • of the light in that environment.

  • Our optic nerves were designed

  • to be comfortable with this experience.

  • If you go into the warm incandescent light of your home

  • and the paper takes on a warm tone.

  • But now you use a digital device.

  • Digital devices emit light.

  • And that light has the same color temperature no matter

  • where it is.

  • So the color cast isn't right.

  • It doesn't match paper white.

  • Well, except now if it's a True Tone display, it does.

  • No matter where you use it,

  • it automatically senses the color temperature of the light

  • and becomes warmer or cooler and matches paper white

  • and it's really natural to use.

  • Once you use a display with this True Tone technology,

  • you never want to go back to old technology again.

  • It is quite a breakthrough.

  • [ Applause ]

  • Next, it has pro audio system.

  • It's four speakers working the stereo system

  • to adjust automatically the frequencies between highs

  • and lows depending on how you hold it.

  • It also puts up twice the audio volume of an iPad Air 2.

  • But best of all, this has incredible level

  • of performance unlike any other mobile device.

  • It has our fastest chip ever, an A9X.

  • This is a third generation 64-bit chip

  • over 3 billion transistors.

  • It's made with a 3D FinFET architecture.

  • If you don't know what that is, it is unbelievably state

  • of the art and people are noticing.

  • TechRadar wrote, "iPad Pro packs powerful enough hardware

  • to be a genuine laptop replacement,

  • with more than enough grunt in terms of processor

  • and graphics performance."

  • And it has a ton of grunt.

  • Twelve cores of graphics delivering

  • over half a teraflop of graphics power.

  • That's more than an Xbox 360 and a device that you hold

  • in the palm of your hands.

  • It's incredible for gaming.

  • It's also incredible for professional applications,

  • modeling, rendering, just fly on the new iPad Pro.

  • And it's absolutely enough performance

  • for their great iOS 9 features from multitasking

  • where you can have apps side by side and video streaming,

  • and picture in picture.

  • It is an incredibly powerful chip.

  • It also, as Jos told you,

  • includes our embedded M9 motion coprocessor.

  • With that, apps that use our built-in sensors are instantly

  • calibrated and up and running quickly.

  • It also supports "hey Siri".

  • I said it that way because I know it also sets off peoples

  • phones when I do it.

  • This means you can talk to your iPad and you can ask it

  • to open your mail and check for new messages.

  • You can talk to your iPad and ask it to go to website or look

  • up a contact and it can do it all automatically for you.

  • And the iPad Pro supports a great line of pro accessories.

  • There's a smart keyboard designed specifically

  • for the size at that 9.7-inch retina display.

  • [ Applause ]

  • As you put your iPad on, it just automatically starts to work

  • and the software adjusts.

  • For example, my favorite feature, command tabs,

  • I can switch between my multitasking applications just

  • like on my desktop Mac.

  • And it supports the greatest accessory Apple has ever made,

  • the Pencil.

  • This is an amazing device.

  • It's a breakthrough and people are really falling

  • in love with it.

  • Christopher Phin of Creative Bloq wrote,

  • "Let me be completely clear,

  • this is the best digital drawing tool there has ever been."

  • We couldn't agree more.

  • It is an amazingly precise drawing tool.

  • It senses pressure.

  • There's also a tilt angle for amazing drawing.

  • And you can draw it just like you do on paper

  • by putting your hands on the iPad

  • because of its built-in palm rejection software.

  • And it recognizes the pencil as well as your fingertips.

  • So you could use both simultaneously

  • to advance techniques for your drawings, your illustrations.

  • People love drawing and doing illustrations on it.

  • They also like taking notes on it.

  • It's an incredible device.

  • There are other pro accessories as well.

  • A great new line of lightning adapters, for example,

  • a new lighting SD card reader that's incredibly fast

  • and this is a really powerful accessory, a USB card reader.

  • Sure, it lets you plug in your camera which many of us do

  • but because it's powered you can use a lot

  • of powered USB devices.

  • For example, you can plug in an ethernet adapter to get

  • on your corporate network.

  • And for those of you who are podcasters you're likely to plug

  • in a microphone and do your podcast right from an iPad Pro.

  • [ Applause ]

  • Customers love taking photos with their iPads as well.

  • Certainly photos for personal use

  • but more importantly they can use the camera for work as well.

  • You can use the camera in augmented reality apps.

  • You can use it to scan documents.

  • You can use it to see constellations in the night sky.

  • There are so many great uses for that camera.

  • And in the new iPad Pro,

  • we've put our most advanced camera yet.

  • It's a 12-megapixel iSight camera with its Focus Pixels,

  • True Tone flash, that amazing image signal processor built

  • into the A9X allows you take pictures quickly

  • with amazing color and low noise, huge panoramas

  • and beautiful live photos.

  • And you can shoot 4K video with it.

  • So right on your iPad Pro, you shoot 4K video,

  • you can edit multiple streams right there on the device.

  • There's a 5-megapixel Facetime HD camera which is wonderful

  • for doing video conference calls.

  • And again, the whole displays of retina flash

  • so you can take great selfies with you

  • and your friends as well.

  • There are so many new features

  • and innovations packed into this iPad Pro.

  • Hopefully you see what we do.

  • This is the best upgrade ever for every iPad owner.

  • And it is the ultimate PC replacement

  • for all those old PCs in the world.

  • Like everything we do, the team works hard

  • to make it environmentally friendly, mercury-free,

  • LED-backlit display, arsenic-free display glass,

  • BFR-free, Beryllium-free, PVC-free

  • and highly recyclable glass and aluminum.

  • The iPad Pro comes in four metal finishes, silver, gold,

  • space gray, and for the first time rose gold as well.

  • [ Applause ]

  • And there are great cases and covers that you can add.

  • They come in a variety of beautiful colors.

  • So this is the iPad Pro.

  • With the 9.7-inch retina display, what will it cost?

  • Well, we're really excited

  • to offer a 32 gigabyte iPad Pro for just 599.

  • That's $200 less expensive than the 12.9-inch.

  • And hope we can reach a lot more customers with it.

  • For 128 gigs for 749 and for the first time ever

  • in iOS device there's a configuration now

  • with 256 gigabyte in storage.

  • [ Applause ]

  • Orders begin this Thursday, March 24th

  • and they also start shipping next week on the 31st.

  • We are so excited about this iPad Pro.

  • The team has worked so hard on it.

  • We really love it and we've created a brief video

  • to tell you just a little bit more about it.

  • [ Music ]

  • >> Our vision for personal computing has always been

  • that the most powerful technology should deliver

  • incredible capability without the complexity.

  • With the technologies built into the new iPad Pro

  • and the remarkable apps that take advantage of them,

  • it delivers a uniquely intuitive and immersive way

  • to do everything you do.

  • iPad Pro changes the way people discover, capture,

  • edit, design and produce.

  • At the heart of this versatility is its performance.

  • The A9X chip was designed specifically for iPad Pro

  • to provide more power than most PCs in a thin, light,

  • intuitive device you can take anywhere with you.

  • The immersive iPad experience starts with its retina display.

  • Each one is individually calibrated,

  • so you always see vibrant color, contrast and clarity.

  • The display on the new 9.7-inch iPad Pro features a wider color

  • gamut for even more stunning imagery.

  • It's also the first iPad with the True Tone display,

  • which responds and adapts to the light around you.

  • Four channel ambient life censors measure the intensity

  • and color temperature of your environment

  • and then adjusts the display to match.

  • So what you see on the screen is more natural looking

  • and easier on your eyes.

  • To complement its vivid display,

  • iPad Pro's four speaker audio system produces high fidelity

  • sound that automatically optimizes the tab volume

  • for whichever way you're using it.

  • [ Music ]

  • Apple Pencil delivers an experience that's natural,

  • familiar and fluid with the added versatility

  • of a digital tool.

  • Its advanced sensors detect pressure

  • and tilt while the touch system recognizes your hand, fingers

  • and Apple Pencil individually.

  • So, when you rest your hand on the screen,

  • it ignores input generated by your palm

  • and forearm letting you work as freely

  • as you would on a piece of paper.

  • The smart keyboard was designed to add even more flexibility.

  • It works seamlessly with iOS 9

  • to add unique onscreen shortcuts and commands.

  • [ Music ]

  • The iPad Pro display is the ultimate view finder

  • for capturing photos and videos.

  • And the 9.7-inch iPad Pro features the 12-megapixel iSight

  • camera making it a powerful device to shoot and edit,

  • even 4K video wherever you are.

  • The new iPad Pro gives everyone the ability

  • to do amazing things.

  • Things you've thought you can do only on a PC

  • and things you've never done before.

  • It's where we believe personal computing is going.

  • [ Applause ]

  • So these are all iPad Pros now on two sizes starting

  • at just 599 the 9.7 and the 12.9 also now gets

  • that new 256 gigabyte configuration,

  • so our highest end customers are going to love that.

  • This is the best lineup we've ever had of iPads by far.

  • It starts with just an iPad Mini of 269.

  • The iPad Air 2, which used

  • to be our highest end 9.7-inch iPad is now reduced a $100,

  • to just 399.

  • So a lot of customers are going to like that.

  • And the iPad Pros start at just 599.

  • So that's our news on iPad, back to you, Tim.

  • >> Thanks, Phil.

  • We think whether you've already have an iPad

  • or whether it's time for you to replace that PC laptop,

  • the iPad Pro is an amazing choice.

  • It allows you to do so much more.

  • So you've seen some incredible products this morning and some,

  • just some great things on two initiatives

  • that are very important to us.

  • Like our work to curtail climate change by powering Apple

  • on a 100% renewable energy,

  • and CareKit transforming the way individuals manage their health.

  • Cool new bands for Apply Watch now starting at just 299.

  • A great update for Apple TV with folders and expanded use

  • of both Siri and dictation.

  • The iPhone SE, the most powerful four-inch phone ever created.

  • And iPad Pro, so powerful and so capable, it truly is the future

  • of personal computing.

  • We're always pushing forward in innovating and doing things

  • that positively affect many people.

  • It's something that Apple has been doing for over 40 years.

  • This is probably the last product introduction

  • in the Town Hall that you're sitting in today.

  • We've had a lot of important announcements here.

  • It's a very special place with lots of memories.

  • The iPod was announced in this room and so was the App Store.

  • We have lots of great memories here.

  • Next year, in 2017, we're looking forward to moving --

  • [ Applause ]

  • -- to our new campus and our new theater there.

  • And we expect that we're going to have many, many opportunities

  • to invite all of you to join us there.

  • We're looking forward to moving and we can't wait to see what's

  • in store for the next 40 years and share it with you.

  • I'd like to thank everybody for coming.

  • Special thanks to everyone at Apple who made today possible.

  • Members of the press.

  • We have a hands-on area across the hall in the piano bar.

  • And so, please go get your hands on these great products.

  • Thank you very much.

  • [ Applause ]

[ Typing Sounds ]

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