Apple special event at the Steve Jobs Theatre, Cupertino. September 12, 2018
Welcome to the Steve Jobs theatre. Things certainly do get hectic around here, leading up to days like this. But there are also magical days because we get to share our latest innovations with you. As you know, Apple was founded to make the computer more personal. Of course, first with the Apple 2 and later with the Mac. Over the years, we’ve taken this mission further than anyone could have imagined. We've created several categories of technology that have had a profound impact on people's lives. From the iPod to the iPhone, the iPad to the Apple watch. And we've completely reinvented the retail experience, making it more personal and engaging.
Our stores have become part of the community. They're open, beautiful and inspiring places to learn and gather. Like this gorgeous store, the Apple Piazza Liberty is revitalising plaza in the heart of Milan. The store opened to thousands of customers who came to experience a weekend full of events. And we know it's going to be popular for years to come. Our Apple stores are now welcoming over 500 million visitors per year.
We love that so many customers had the chance to experience our products first-hand and get the personal help that they need to get the most out of them. Of course, we aim to put the customer at the centre of everything that we do. That's why iOS is not just the world's most advanced mobile operating system but also the most personal. We're about to hit a major milestone. We are about to ship our two billionth iOS device. This astonishing. The iOS has changed the way we live; from the way we learn to the way we work to how we're entertained, how we shop, order our food, get our transportation, and stay in touch with one another. And of course how we capture the moments of our lives and share them with those we love.
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It’s amazing how our mission started with personalising technology for the desktop to now seeing the many ways that we've made it more personal in so many aspects of our lives. Therefore, it's only fitting that today, we're going to tell you about two of our most personal products. The ones that are with you everywhere that you go and how we're going to take them even further.
Let’s get started with the Apple watch. We’re thrilled by how much the Apple watch is grown in such a short time. I mean, to think this category didn't even exist just a few years ago, and now Apple watch is being embraced by lots of people around the world. Apple watch is not only the number one Smart Watch in the world; it’s the number one watch. Period! Apple watch has redefined what a watch can do for you. It’s the integration of breakthrough technology, powerful software and world-class services that bring it to life. For millions of people around the world, Apple watch has become an indispensable part of their daily lives by helping them stay connected, to be more active and live a healthier day. To tell you how we're going to take Apple watch to the next level, here’s what Jeff has to say:
We're humbled and inspired by how Apple Watch has become such an important and even essential part of people's lives, and it is becoming more indispensable, particularly in three areas. It keeps you connected to the people and information you care about through phone calls, messages and notifications right on your wrist. And the cellular lets you stay connected with just your Apple watch, even if you leave your phone behind. Fitness is at the core of Apple watch, encouraging you to be more active by closing your rings and tracking your workouts. Now you have built-in GPS. It is swim-proof and even automatically detects when you're working out. Health has been at the core of Apple watch as well. Apple watch put heart rate monitoring right on the wrist. And while you can always check your heart rate, Apple watch now looks in the background and notifies you if it detects an elevated heart rate. This may seem like a simple change, but we see this in our customer letters that it's a profound change. Apple watch has become an intelligent Guardian for your health. Today, in each of these areas: staying connected, living an active life, and managing your health, we're taking Apple Watch to the next level. And now I'd like to introduce the next generation of Apple Watch.
Apple Watch Series 4
Everything about it has been redesigned and re-engineered. Every detail has been thoughtfully considered. It’s just beautiful. It all starts with a stunning new display. We push the screens right to the edges, and we've curved the corners to perfectly match the shape of the watch. And the screens are significantly larger. They’re over 30% larger, and we've done this with minimal changes to the case size. Series 4 is thinner than series 3 and in fact, has less total volume.
Also to take advantage of the new displays, every part of the UI has been redesigned. You’ll see more in maps, photo, and calendar. We’ve created new complications that look beautiful and show even more detailed information. We’ve also designed a brand new watch face with up to 8 complications that really brings them to life. You can customise it with the things you care about. Now, you can add loved ones to your watch face and simply tap to connect with them. Or if you're travelling, you can customise a watch face to track the different time zones. Or maybe you want to create the ultimate Health and Fitness watch. We also redesigned the modular face with more detailed and graphical information from apps like Stocks, Heart Rate, Activity and even apps from our developers, so now, you can track the live score of your favourite team with MLB at bat. Your boarding information will appear right on your watch face with Qatar’s app or glance at nutritional MCAT intake with a Lifesum app.
Next, the breathe app has been a popular way for people to take a moment to be more mindful. And now, the app is available as a watch face. With a simple raise of the wrist, the watch face will guide you through a deep breath. And there are three beautiful variations to choose from. It’s a little hypnotic and wonderful.
Furthermore, we've created some dynamic new watch faces that uniquely interact with the shape of the display. With the fire face, you can see how the flames subtly illuminate the ticks of the dial. With the new water face, you notice how the bubbles splash off the edges. And the vapour face looks amazing with rich, vibrant colours. We think you're going to love everything about the new displays on Series 4.
Next, let's turn to the digital crown. The digital crown has been completely re-engineered and now include haptic feedback, giving you a more responsive and mechanical feel. It is especially great in apps like podcasts and calendar where you precisely flip through each item. The speaker has also been completely redesigned. It's fifty per cent louder, which is great for phone calls in the walkie-talkie or Siri requests. Ask Siri something on series 4, and she comes back with volume. You won't believe the sound you get out of such a small device. We move the microphone on series 4 to the opposite side as far away from the speaker as possible to reduce echo, making phone calls even clearer. And the back of Series 4 is absolutely beautiful. It’s made entirely of black ceramic and sapphire crystal. It's not only beautiful but also highly functional. Radio waves can now pass through both the front and the back, resulting in improved cellular reception. So this, along with a new speaker and microphone, makes Series 4 even better for staying connected.
Series 4 is just as impressive on the inside. The brain of series four is our fourth generation silicon in package or SIP, and we call it S4. It allows us to build in many capabilities in such a small device. S4 contains a powerful new dual-core 64-bit processor and a new GPO, both custom-designed, by our Apple silicon team, to deliver up to two times faster performance.
On Apple Watch, the accelerometer and gyroscope power important experiences like all-day activity tracking or even identifying your swim stroke. Series 4 has a next-generation accelerometer and gyroscope with twice the dynamic range measuring up to 32G forces and can sample motion data eight times faster. You probably have no idea what any of that means but that's okay because we do. And it's allowed us to do something new. One of the leading causes of injuries worldwide is Fall. Whether you slip off a stepladder or you trip on a curve, a hard fall can be serious and can be difficult to get immediate help. Well, Apple watch Series 4 can now detect a fall.
Interestingly, identifying a fall may sound like a straightforward problem, but it requires a tremendous amount of data and analysis. We conducted studies with thousands of people over a long period, and we captured data on real-world falls. Through that, we learned that with falls, there's this repeatable motion pattern that happens. For example, when you trip, your body will naturally pitch forward and your arms will go out voluntarily to brace yourself. However, if you slip, there's a natural upward motion of the arms. Well, these are emotions that Series 4 is ideally suited to recognise. With a new accelerometer and gyroscope, the watch analyses wrist trajectory and impact acceleration to determine when a fall occurs. And after detecting a fall, Series 4 will deliver an alert from which you can initiate an emergency call. However, if the watch senses you are immobile for one minute, it will start the call automatically and also sends a message with your locations to your emergency contacts, using the SOS feature that has already built into Apple watch. Fall detection is a feature that we hope you never need, but it's really nice to know it's there.
The optical heart sensor has been essential to Apple watch from the beginning, and it allows us to calculate the calorie burn during your workouts. It enables us to determine your resting heart rate and also powers the high heart rate notification which has helped Apple watch become an intelligent Guardian for your health. We wanted to do even more in this space, so we're announcing three new heart features.
The first is a notification if your heart rate appears to be too low. Generally, a low heart rates thought to be a good thing, but if it's too low, it might mean that your heart's not pumping enough blood to the body and that could be a sign of something serious. And now Apple watch can detect it. The second feature is related to heart rhythm, and this is a big deal. Apple watch can now screen your heart rhythm in the background, and it sends you a notification if it detects an irregular rhythm that appears to be atrial fibrillation. Though it won't catch every instance of AFib, we believe this is going to help a lot of people who didn't otherwise know they had an issue. The optical sensor powers these first two features.
The third feature is made possible by a new electrical heart sensor on Series 4. We’ve added electrodes into the back sapphire crystal and the digital crown, allowing you to take an electrocardiogram. It’s otherwise known as an ECG, and this is the first ECG product offered over-the-counter directly to consumers. An ECG measures the electrical activity of the heartbeat. It's used by physicians to help diagnose certain heart diseases and other conditions. And now, you can take an ECG anytime, anywhere right from your wrist. You just open the app and put your finger on the digital crown.
To show you how this works, let's take a closer look at the built-in electrodes in the back crystal. In the digital crown, the electrodes detect electrical impulses from the heartbeat, route them to the S4 chip which converts them to signal for our algorithms. The entire process takes just 30 seconds, and at the completion of the ECG recording, you will receive a heart rhythm classification. If your heart is beating in a normal rhythm, the app will classify the measurement as sinus rhythm, and the app will also classify atrial fibrillation. All ECG recordings, their classifications, the noted symptoms are all stored right in the health app in a PDF you can share with your doctor. Now your doctor has a detailed picture of your heart rhythm similar to a lead 1 ECG that is usually only obtained in the clinic.
Giving his thoughts on this, here are the words of the president of the American Heart Association and a practising cardiologist, Dr Ivor Benjamin:
“I'm inspired by the life-saving potential of technology and applaud Apple's innovation and commitment to health. Capturing meaningful data about a person's heart in real-time is changing the way we practice medicine. In my experience, people often report symptoms that are absent during their medical visits. That is why information is vital, information about a person's daily lifestyle choices and their specific health data. The ability to access health data on an on-demand electrocardiogram or ECG is game-changing, especially when evaluating atrial fibrillation and irregular and often rapid heart rate that can increase a person's risk of stroke, heart failure, and other health-related complications.
At the American Heart Association, we are committed to educating and empowering people to be proactive in all areas of their health and general well-being. The American Heart Association is a relentless force for a world of longer healthier lives. Products that seek to provide deeper health insights like the Apple watch Series 4 offer great potential in getting us there.”
It's great to have the support of the American Heart Association, and I'm also pleased to say we've received clearance from the FDA. This is a de novo clearance which means it's the first of its kind. Also, the irregular heart rhythm alert has also received FDA clearance. Both of these features will be available to US customers later this year. And we're working hard to bring them to customers around the world.
When you open the app, this is what you see on the watch face is really beautiful. People, in general, don't like things that are medical. This kind of makes you want to take an ECG. It’s amazing to think that the same watch you wear every day to make phone calls, respond to messages, track your activity can now take an ECG.
Apple Watch Series 4 is the ultimate guardian for your health, the best fitness companion, and the most convenient way to stay connected. And of course, with all these amazing features, your data is still protected. At Apple, we believe your personal information belongs to you. You should decide who you share it with and who gets to see it. All your health and fitness data there is encrypted on the device and in the cloud.
Apple Watch Series 4 offers a larger display, brand new UI, digital crown with Haptics, up to two times faster performance, a louder speaker, fall detection, industry's first built-in electrical heart sensor capable of taking an ECG, and cellular GPS, Altimeter swim proof and some other things I've probably missed. We also have the most- advanced wearable operating system watch, the OS 5.
With all of these features in a slimmer design, you’re probably wondering about battery life. Well, I'm pleased to tell you that Series 4 has the same 18-hour, all-day battery life that our customers enjoy on Apple watch. We’ve increased the outdoor workout time to six hours, so you can have full GPS tracking which is perfect for those marathons or long bike rides. Of course, Apple watch has been designed and manufactured in an environment-friendly way. We’ve created a video about Series 4, and here is the script used for the video:
‘Apple watch Series 4 is more than an evolution. It represents a fundamental redesign and re-engineering of Apple watch while retaining the original iconic design. We’ve developed and refined the form. Also managing to make it thinner, the new display is now over 30% larger and is seamlessly integrated into the product. The interface has been redesigned for our new display, providing more information with richer detail. The hardware and the software combined to define a very new and truly integrated singular design. Navigating with the digital crown, already one of the most intricate mechanisms we've ever created, has been entirely re-engineered with haptic feedback that delivers a precise mechanical feel as you scroll.
In addition to an optical heart sensor, there is a new Apple-designed electrical heart sensor that allows you to take an electrocardiogram or ECG to share with your doctor. It is a momentous achievement for a wearable device. Placing a finger on the digital crown creates a closed circuit with electrodes on the back providing data that the ECG app uses to analyse your heart rhythm. While understanding heart health is essential to our well-being, additional features and enhancements encourage us to live an overall healthier, more active life. The accelerometer gyroscope and Altimeter allow you to record new types of workouts, measure runs with increased precision and track your all-day activity with great accuracy. Enhanced cellular connectivity enables something truly liberating, the ability to stay connected with just your watch. Phone calls, music streaming, and even emergency assistance are all immediately available from your wrist. Apple Watch Series 4 is a device that is so powerful, so personal, so liberating that it can change the way you live, each day.”
Series 4 will be available in three aluminium finishes: silver, gold, and space grey. The stainless collection is absolutely beautiful with polished and space black. We’ve shipped stainless before, but there's something about Series 4 that is even more gorgeous. There’s a brand-new, gold stainless finish, which is paired with the Milanese sloop. All band colours and band styles fit any generation of Apple watch so for all Series 4 customers, all the bands that you already own work just fine on the Series 4. For customers who love Nike Plus, especially runners, it's been optimized for Series 4 with full-screen watch faces that look great. And they've done something really cool with the Nike sports loop. They've added reflective yarn for night-time visibility.
Apple Watch Hermes continues this Fall with some bold new looks. There are gorgeous colour blocks on the watch face that change with the passage of time. They look amazing when paired with the new Double Tour Bands. Apple watch series 4 with GPS starts at $399. Series 4 with cellular starts at $499, and we're keeping Series 3 in the line at more affordable prices, starting at just $379. Series 4 GPS will be available in twenty-six markets at launch. Series 4 with cellular will start in sixteen markets, with thirty-four carriers. That's more than twice the number of carriers we had last year. You can order Series 4 starting Friday, and it will be available the following Friday, September 21st. Series 3 at the new prices are available right after the show. And watch OS 5, the most advanced wearable operating system will be available on September 17. That's Apple Watch, and now back to Tim.
I could not be more excited about the Apple watch Series 4. Apple watch is really redefining what a watch can do for you. We’ve made a video about how the Apple watch is inspiring people all around the world to be more active, and I'd love to run it for you now. I think you're going to get a kick out of it.
We really love what the Apple watch is doing to get the world moving. So that is the Apple watch. Now, let's talk about the iPhone.
iPhone XS and iPhone XS Max
IPhone 10 defined the future of the smartphone. It introduced new technologies that are at the cutting edge of what's possible. With a stunning, all-stream design, and intuitive gestures with technologies like the TrueDepth camera system, and face ID where your phone notice what you look like and your face becomes your password. It has an incredible camera system that uses intelligent software to make the most stunning portraits. This was only previously possible with pro-level equipment. And there are so many other innovative technologies that are built right into it. And of course, all of them are powered by the world's most advanced mobile operating system, iOS. The iPhone 10 has changed the industry, and along the way, it became the number one smartphone in the world. But what's most important to us is that it's the most loved smartphone with an astounding 98 per cent customer satisfaction. Today, we're going to take iPhone 10 to the next level. I'm excited to show you the most advanced iPhone we have ever created.
This is iPhone 10S, the most advanced iPhone we've ever created, and Phil tells more about it:
“I am so excited to tell you all about iPhone 10XS. It is made of surgical-grade stainless steel. It has a gorgeous new gold finish on the front and the glass. It is the most beautiful iPhone we have ever made. The screen goes top to bottom, edge to edge, rounded into the corners. And it's covered on the front and back with a new formulation of glass that is the most durable glass ever in a smartphone. IPhone 10XS comes in three finishes: gold, silver, and space grey. They are beautiful. And they're now protected from dust and liquids to an even higher level, IP68. That means it is protected to 2 meters for up to 30 minutes. So, you don't need to worry if you happen to be hanging by the pool and drop your phone in the water. Dive down, grab it, rinse it, let it dry and you'll be fine. The team tested in many different liquids including chlorinated water, salt water, orange juice, tea, wine and even beer. This is some of the most fun, intense testing we get to do at Apple.
The screen on iPhone 10XS is a super Retina display, the best we've made yet. It’s an OLED display 5.8 inches on the diagonal. It is 2.7 million pixels, 458 pixels prints, making it the highest quality display on an iOS device. Now, let's put it side-by-side with our Plus size phone, an iPhone 8 Plus. It’s a bigger display as the plus size phone but in a smaller design and so many customers love that about that. Big display, easy, comfortable to hold in your hand, and it looks incredible. Watching movies on it, the latest HDR movies like Lego Batman, using the latest formats Dolby Vision, and HDR 10. Your photos look stunning on iPhone 10XS. You shoot them with beautiful wide colour, and they display better than ever on the new Super Retina display because it has a 60% greater dynamic range for colours in your photos than the iPhone 10XS’ display. It is gorgeous.
Well, the iPhone 10XS is not just one but two sizes of the display; the 5.8 inches and a new 6.5 inches Super Retina display. This is the biggest display ever on an iPhone. It also is an OLED display with 3.3 million pixels, 458 pixels per inch.
Again, a lot of our customers have loved the Plus size iPhones. So, let's put that side-by-side. You can see that it's about the same size phone with a much larger display. We think there are a lot of customers who are going to love this larger display. Now, the 5.8 inches was said to be as big as a plus size display so what do you call a phone that's bigger than plus size? We call it the iPhone 10XS Max.
The max is an incredible experience. Watching videos on it is cinematic. Looking at your photos, bigger than ever, is incredible. Surfing the web, looking at flyovers, map, and even when you're using some of the built-in apps.
The team's taken advantage of the wider display when it's in horizontal mode to give you a split view like in contacts. It’s awesome for editing videos and iMovie for creating songs with Garage Band. Even playing immersive killer games is so much fun with the iPhone 10XS Max. So, there are two super Retina displays now, 5.8 inches 6.5 inch, both in OLED displays and a million to one contrast ratio. They’re HDR displays and have fast 120 Hertz, touch-sensitive layer. That's how it gets its smooth scrolling, fast typing and gaming response. They both have a 3D touch for pressure sensitivity. They have tap to wake and incredible colour management. They have true tone display, so the paper white looks just right in all the different lighting that you use it. And they have wide colour. These are amazing displays.
We’ve matched with incredible sound systems as well. Stereo sounds better than in any iPhone today. Now, you get a wider stereo field. The team has matched powerful speakers with great software to deliver an even richer sound experience. So watching movies sounds incredible. And playing games like Alto Odyssey for which you previously put on headphones. Now you just want to listen through the speakers because of that beautiful wide stereo sound. Of course, listening to music and watching music videos like the Foo Fighters sounds better than ever.
Alright, let's talk about face ID. Face ID is a huge step forward in biometric protection for all of our personal data on our devices, and customers love it. It is powered by our TrueDepth camera system. And there's so much technology in that little space. Right there is an infrared camera, flood illuminator, proximity sensor, ambient light sensor, dot projector, front camera, speaker, and microphone. All of these work together to give protection to the data on our devices. And they're designed with multiple neural networks, making it secure and seamless in the iPhone experience.
With iPhone 10XS, you just pick up your iPhone and look at it, then it recognises your face and unlocks your notifications and information. It does this faster than ever before because the 10XS now has faster algorithms and runs on a faster version of the secure Enclave, so it's gotten even better.
The face ID works remarkably well. We're proud to say it is the most secure facial authentication ever in a smartphone. And powering face ID, everything we do on the iPhone is our A-Series Chip. The team has worked so hard to make every generation of the A-Series Chip better than any previous one, and this year is no exception. What the team is done is truly breakthrough. It’s called the A12 Bionic, and it is the industry's first 7-nanometre chip. That’s a huge breakthrough.
The A12 Bionic is packed with 6.9 billion transistors, and what the team is done with all that is remarkable. So, let's go through some of the things in this chip. We’ll talk about the CPU, the GPU, and the neural engine.
Let’s start with the CPU. It is an Apple-designed 6-core CPU. This is a fusion system that has two high-performance cores and four high-efficiency cores. The two high-performance cores run up to 15% faster than the cores in the A11 Bionic while also being 40% more energy efficient. And high efficiency cores are up to 50% more energy efficient. And all six cores can run at once.
As for the GPU, it is an Apple-designed GPU. Now, the A11 GPU was already ahead of anything else in the industry. A12 GPU is now up to 50% faster than the 11. So, it is a huge jump in graphics performance but the real advancement, the real blow-away thing is this neural engine. You know we introduced the first neural engine last year with A11 Bionic. With the A12 Bionic, we take it much further. The 11 was a 2-core design. This is an 8 core dedicated machine-learning engine to power all that great machine learning software on our systems. And it has a smart compute system. What that means is that it's able to analyse the neural network data and instantly figure out whether to run it on the CPU, the GPU or the neural engine. This is a breakthrough, and the performance is unmatched.
We told you last year that the A11 Bionic could process an insane 600 billion operations per second. Well, the A12 Bionic can process 5 trillion operations per second. Now, the A12 Bionic is a complete system on a chip, so there's so much more. The team works very hard to be just as innovative at every one of these things in the A12 Bionic. It has a next-generation image, a single processor, incredible video coders and decoders. There’s our display engine, audio system, and of course a secure Enclave. It has memory controllers as well as storage controllers. The Apple-designed storage controller and the A12 Bionic can now address twice as much internal storage as previously. So, now it can have up to 512 gigabytes of internal storage if you want. That’s a half a terabyte on your iPhone in your pocket. That’s enough for over 200,000 photos stored on your iPhone. It is incredible.
This A12 Bionic is without question the smartest and most powerful chip ever in a smartphone. This chip drives many of the experience we have with iPhone, and it's going to enable us to have many great new experiences not possible before. Therefore, I'm very excited to bring out Kaiann Drance to show you just what we can do with iPhone. Cayenne is our senior director of iPhone product marketing.
“A12 Bionic was designed for iPhone and not for any other smartphone. This is one of the reasons why our team can deliver a chip design for incredible performance, great battery life, for everything iPhone needs. From her everyday tasks to our most advanced technologies such as every time you look at your phone and unlock it with face ID, or play an immersive game on our edge to edge super Retina display, and each time you take a remarkable photo. Every single thing you do touches the chip, the CPU, the GPU or any other powerful component all throughout, best in class and designed for iPhone for the very best performance. So, next time you unlock your phone and perhaps launch photos, searching through the thousands of photos you have to find just the one you're looking for, deciding how to share it among different apps such as messages, and then moving on to the next things, multitasking perhaps landing in maps to find directions, A12 Bionic makes these everyday tasks feel fast and effortless. And A12 Bionic with the performance updates in iOS 12 helps apps launch up to 30% faster.
So, we'll focus on these everyday experiences but even beyond that, such as those that make use of machine learning. Though we've used machine learning for a number of years, it is now to make our features even better in areas such as quick type suggestions in messages and memories, how we curate your photos and videos, getting real-time suggestions in Maps when you need them, our true-tone adaptive display, and of course, finding the very best photo of your cat or other pet. But what's really remarkable this year is that our next-generation neural engine unlocks the power of real-time machine learning. This is incredibly important for apps like camera, and we use that depth information for portrait mode and portrait lighting. In an Emoji, snapping those 50 different facial muscles over your face in a live FaceTime call. That is computationally intense. And of course, our immersive AR experiences, our fun new Memoji, and the new Clicks app launching this Fall will make use of portrait segmentation on the neural engine for even better selfie scenes.
In iOS 12, we’re also announcing and launching series shortcuts. So, you can get even more done with just the tap or by asking Siri to help. You can easily create a shortcut with multiple steps like the one I used this morning. Let’s go through it.
I just press and hold or ask Siri to run my keynote shortcut. Now, the first thing it'll do is to kick off my HomeKIT, enabled accessories, then I'll order my morning coffee. It'll tell me how long it takes for me to go pick it up, and then it will kick off the reminder I set to not forget my badge, get me driving directions, and start my music playlist. And here we go! This is just one of many things that you can do with Siri shortcuts.
We’re really excited to see her to be opening up our neural engine to Core ML. Core ML is going to get a lot faster. It going to get up to nine times faster, but run with as little as one-tenth the energy. This is tremendous. It means developers can run their most complex, most advanced neural networks in their apps and do so even more often. Then freeing up the power of the GPU for more immersive graphics like never before which is really useful for augmented reality, and this is another area that we're focused.
The camera viewfinder has turned into a wonderful window to these new AR experiences. Such is find in the app called Fishing Go which lets you turn your surroundings into this immersive marine aquarium where you can discover more than 200 species of sea life. I found 10XS is the best platform for AR. we custom calibrate our cameras and sensors for the best AR experience. In A12 Bionic, the GPU helps us render realistic graphics. The ISP for real-world lighting and the neural engine for object reflections and more. And it joins the best AR software with ARKit 2, where apps can access enhanced surface and object detection persistent experiences, multiple users, and even a new built-in measure app. with the AR Quick Look, you can look at a 3D objects in Safari and bring it out into the real world with just a tap. Isn’t that amazing?
So today, you've learned about some examples of how A12 Bionic is accelerating real-world everyday scenarios and also enabling new experiences. But it doesn't end with us, it also extends to our talented pool of developers in that wonderful ecosystem where they have access to the best software with iOS 12 and the A12 Bionic. This takes us to the next generation of apps, and we're thrilled to have three developers here today to show you what's possible in just a short amount of time. Now, our first developer is making use of the CPU and GPU to take their game to the next level of impact. Here we have Todd Howard, the game director of Bethesda Game Studios.
“I wrote my first game on an Apple 2 when I was twelve. And I got to tell you, I took full advantage of every single one of those low res 40x40 pixels. And it's amazing how far we've come with the technology that is packed into our phones. We can now start reaching for games that are more than simple diversions but experiences that can truly transport you. And with the new iPhone, we've been able to do just that.
Let’s take a look at our new Elder Scrolls game, Blades. Like this series is known for, it is a massive first-person, role-playing game full of stories, quests, and an incredible world to explore. You play one of the blades, the empire's elite warriors. You’ll define your own character and how you want to engage in combat. You can use defence melee or magic. And on the iPhone’s OLED screen, we can pull out all of the detail that you'd usually miss in the bright and the dark areas. You can see the lighting the crystals bloom reflect off of the water. We can have that lighting bounce off of the walls, and even have it reflect off of your sword.
Additionally, we can use the new stereo widening on the iPhone so you can hear the forest around you, all without headphones. Scenes like this are usually only possible in your living room on a high-end gaming console. You can do them now on your phone while doing full-screen post-processing, all while rendering 40% faster than before. You’ll see the sword follows specific movements and timings. It feels incredible, and that new depth of field camera effect really lets you focus your actions during combat. We’ve been able to pull off some incredible environments that just weren't possible before. At age twelve, I would not be able to comprehend all of these pixels, all 2.7 million of them. As we go this leech, we can use the power of the phone to bring all those parts together. The visuals, the sound, and even feedback on your attacks. It’s not just immersive; it transports you. You may have fought dragons in Skyrim, but you've never experienced the Elder Scrolls like this and on your phone. Blades is coming to iOS this fall, and it's available for pre-order right now. We'll see you out there.”
Now, our next developer is going to enable an entirely new use case for the iPhone camera using Core ML. Here's David Lee, the CEO of NexTeam, and Steve Nash, a two-time NBA MVP and a new member of the basketball Hall of Fame.
“HomeCourt is an app that uses KML to check possible shots by simply pointing your iPhone at a court. When I was young and learning the game, I never really knew if I was doing the right things to improve my game. I would spend several hours shooting by myself, just hoping I was refining the techniques that would take me to the next level. I've been working closely with the HomeCourt team on a tool that will revolutionize basketball training, and I can't wait to show you what we can do with the new iPhone.
We couldn't bring a basketball court here, so we went out last week and saw Steve training an athlete. We now have a screen recording of our app running on a new iPhone. Let’s consider it.
The app recognized the hoop and a court automatically. Tap start, and it will start tracking real-time shot attempts, the makes indicated by the cost on the floor, and misses by the red Xs drawn as an overlay right on the court. With the new iPhone and Core ML, we see a massive performance game that allowed us to do a lot more. The powerful A12 Bionic that our app models run up to nine times faster, and that unlocks new feature that was not possible before.
Let’s examine what's going on under the hood. Only on a new iPhone, we can run real-time players tracking, post-estimation, detection and trajectory estimation, all at the same time. We call this ‘Real-Time Shot Science’ that tracks six metrics for every single shot the player takes. These insights are not visible to the naked eye. To become a great shooter, you need to practice every day. You need to shoot a game speed and with the right posture. I focused my students on staying low and stable when they shoot.
HomeCourt is giving players immediate feedback to help them understand if they are practising with the right form. The release time is also a great indicator of whether the player is shooting at game speed or staying low. These meaningful insights and feedback just weren't possible. When you see that release from the set, it will be displayed on the screen. And the app can also give audio feedback for the built-in the stereo speaker or your earbuds. As players train with real-time feedback, they build muscle memory.
I wish we had these tools when I was younger. HomeCourt is great for every basketball player who wants to get better, whether you're a beginner or a pro. The most amazing part is that all these are done with just your new iPhone. There are no sensors on the player, on the ball, or on the court. And that's HomeCourt real-time shot science, shipping as an update this Fall.”
Wow, that was something. Our third app makes use of AR to do even more in a game. Here is Atli Mar, CEO of Directive Games.
“Playing with friends at the arcades has always been a lot of fun. Generations of gamers have enjoyed countless hours, playing some of the world's best titles. And now in AR, we can have our own arcade cabinet wherever and whenever we want. With ARKit 2, multiple players can share the same AR experience. To climb the leaderboard in Galaga AR, you eliminate your enemies, avoid being attacked, and you grab power-ups. With the digital GPU core, we can render scenes like the sun effect. This is something that we could not do before. And the new iPhone stereo widening makes things sound really immersive. You can listen to the epic burst battles.
Last year, we shipped our first AR game and now with new features of ARKit 2 and the power of the new iPhone, we are able to craft experiences at a much higher fidelity as well as connect players both digitally and in the physical world. Look for the first game in our AR arcade series on the App Store later this year.”
Wow! We can't wait for you guys to experience those apps and games. This is really just the beginning. We’re scratching the surface of what's going to be possible on the iPhone 10XS and the A12 Bionic. No other chip in the world would allow us to do this.
A12 Bionic just powers so many incredible new experiences and that includes the camera. There is no doubt that we all love the cameras on our iPhone. You know it is the world's most popular camera and for a great reason. For over 10 years, customers have been taking incredible photographs with their iPhone cameras and sharing them with us around the world, telling us stories with them. We're so proud of all the people who use the iPhone camera, from consumers to professionals, using them for photos including a beautiful portrait photo that appeared on the cover of Time magazine. It is their issue for women who are changing the world, and we couldn't be prouder to be part of that story.
Well, you are going to be blown away by the pictures you can take with the iPhone 10XS’ camera. It is a remarkable new dual camera system with a 12-megapixel wide camera, a 12-megapixel telephoto camera, and a more improved true-tone flash. The 12-megapixel wide camera has a new sensor, a larger sensor with bigger, deeper pixels. It has optical image stabilisation and our fast 1.8 aperture lens. It’s the Apple’s six-element lens. The telephoto camera is also a 12-megapixel, optical image stabilisation, F2.4, Apple Design lens. On the front side, we have the true-depth camera system, and that's a new sensor as well. A 7-megapixel sensor that's twice as fast and works together with the IR camera, the dot projector so it can create depth in your portrait mode photos.
Of course, as we talked about cameras, everyone talks about the sensors and the lens as they're an important part of the camera system. However, what makes incredible photos possible aren't just the sensor on the lens but the chip in this software that runs on it. And this is so true with iPhone photography.
For example, in the A12 Bionic is the image signal processor, working together with the CPU to do several things every time we take a picture. It automatically sets exposure, white balance, and focus. It does noise reduction and low-light photography and brings on highlights and details. It can fuse multiple images together like when you do an HDR photo or create a beautiful panorama. And the ISP and the A12 Bionic does all of this better than ever before. But what it does that is entirely new is connect the ISP and that neural engine to use them together to make our photos incredible.
For example, the CPU and the neural engine can work together to do detection of people's faces and bodies to understand the scene that you're shooting and can do facial landmarking. Hence, it recognises exactly where the eyes are and performs instant redeye reduction that looks perfect. It also creates better segmentation masks so even in portrait mode, the hair and the glasses are better than ever before. This is an amazing amount of power for our camera team. When you take a photo, it's capable of doing a trillion operations on every picture you take.
What the team is doing with that power is truly remarkable. We have a brand new feature we call Smart HDR. You know what HDR is, right? It allows you can take a couple of photos and merge them to bring out highlights and shadows and keep your subject looking great. The smart HDR takes this idea so much further. Assuming you are shooting a picture and the camera recognises that you're shooting a subject that is moving, you only need to press down on the shutter, and you get a picture instantly. It’s called Zero Shutter Lag. What the A12 Bionic is actually doing is shooting a four-frame buffer so it can capture that critical moment. The A12 Bionic is doing even more than that. It’s also capturing secondary interframes at the same time, and those interframes are shot at a different exposure level to bring out highlight details. Besides that, it's shot a long exposure so you can get better shadow detail as well. And when taking the picture, it’s analysing all of those, finding out how to match up the best parts of each and merge them into one perfect photo. That’s Smart HDR. It is a breakthrough that makes taking stunning photos easier than ever.
You can take stunning photos straight from iPhone 10XS’ camera. With the iPhone 10XS’ camera, your subject beautifully lit with natural light, beautiful skin tones, a great detail, and a nice beautiful soft background. What’s remarkable at this photo is that even if it’s a windy day by the water and air blowing your hair, you will still get that incredible detail.
Shooting a photo into the sun is something you're not supposed to do right because that's will blow out the exposure. However, Smart HD ensured we got a great sky, details on the shadows of the water. Most of all, you can see how crisp and detailed the water drops coming off of the hair. It’s incredible.
All your photos come out so much better now with iPhone 10XS no matter what your subject matter is. As we said, it also shoots wide colour photos that looks even better with the higher dynamic range display on the iPhone 10X when you look at it.
We introduced portrait mode and portrait lighting photos. These are better than ever before with an incredible level of detail. And there's a huge advancement here. Remember the area on the background on the photo, the quality of that blur is what the industry calls Bokeh.
And the team wanted to make a significant advancement in what can be done with Bokeh, and they've done some fantastic work here. They studied some of the highest-end, full-frame cameras and expensive fast lenses to characterise the quality of professional Bokeh and then bring that capability to more of us through the portrait mode photos we can take with iPhone. What they've achieved is really breakthrough. So, I'm going to show you a photo now. This was not shot with an expensive high-end camera. This is shot with an iPhone 10XS, and it is breakthrough. It is absolutely beautiful. The detail on her face, and the great skin tones, obviously reflecting from the surface of the car to light it up. That background and the quality of that Bokeh is remarkable. This is a breakthrough in photography for a smartphone. Even further than that, the team discovered something exceptional.
When you take the picture with portrait mode and then go to the Photo’s app and tap Edit, you're going to see a new slider on the bottom, indicating depth. Here, you can adjust the depth of field between 1.4 and 16 and watch as the background with it. This is done after you've taken it. This has not been possible in photography of any camera. This is something that iPhone can now do with the power of the A12 Bionic chip.
In another example, there's a photo shot on iPhone 10XS with a beautiful background and a higher quality Bokeh. We slid and selected F2.0 because we thought that had just the right depth of field we want in the photo.
This is a new era of photography that some people call computational photography. With a power of not only the sensor and the lens, but the A12 Bionic, incredible software and the care the camera team has put to creating high-quality photography is making images possible now that weren't before. The benefits of this are not only for photography but video as well. It’s a new era of videography as well with this new sensor and the power of that A12 Bionic chip. And it can do many things. It has a twice as fast sensor and takes advantage of a lot of this technology to give better image quality in our videos.
There's something else the team has done too. Taking advantage of the four microphones built into iPhone 10XS, we can record stereo sound with your videos as well. And it plays back to that beautiful wide stereo field. It sounds amazing.
There is a video shot with iPhone 10XS, just natively shot on it, nothing is done to it other than we edit it for length, and it was shot in low light. It creates images that weren't possible before. It’s a beautiful video. You just shoot it 4K. But a lot is going on that the system is doing for us. Autofocus, auto exposure, bringing out the highlight details, the shadow details with wider dynamic range, amazing colour rendering, tone mapping and stereo sound being recorded automatically. So that's it about photography, video and our camera.
Now, let’s consider battery life. Increasingly, all smartphone users want more performance, bigger screens but longer battery life too. The teams worked hard on this. Compared to iPhone 10, iPhone 10XS can get you up to 30 minutes longer in your day. And that's great. iPhone 10XS Max has the biggest battery we've ever put into an iPhone. It can get you up to an hour and a half longer in your day.
There’s even a lot more new with iPhone 10XS and 10XS Max. Faster networking, gigabit-class LTE. They have more bands than any other smartphone, so they have the best worldwide roaming. Speaking of worldwide capabilities, one thing we've had requests for is dual SIM capability. Some of you know what this is for. For the rest, here are some reasons people want dual SIM. Some people want two phone numbers on their phone; maybe a home number and a work number. Some want two different plans depending on the region in the world they're in and what they need. And many of us like to travel and we want to keep our local phone number but may need to get a data plan in the region where we're in so we can have access to fast data there. To do this, we've built the technology called DSDS or Dual SIM Dual Standby into iPhone 10XS and 10XS Max. This means that you have both phone numbers there in your phone waiting to get the call and whichever one gets it becomes the active line. To enable that, we've added our e-SIM Technology. The e-SIM is a standard that we've been working with carriers to promote around the world. We’ve already been shipping it in cellular iPads and cellular watches, and now we're bringing it to iPhone.
So with e-SIM, it’s built-in and easy to set up a second line. You can put your camera at a QR code from a carrier and set it up. And the team has work to make sure that the software understands the fact that you have two different phone numbers. You can name them home and work, primary secondary or whatever. Throughout the user experience, you'll see that a phone call is coming in on a particular line and you know how to deal with that.
Now, the support for e-SIM requires support from carriers and we've been working with many great carrier partners who will be rolling out e-SIM support throughout this Fall and many more into next year. We’re delighted to be working with them on this. So, that's how we provide dual SIM support around the world. We will have a single physical SIM and an e-SIM in both iPhone 10XS and 10XS Max.
In China where we can't bring a SIM into iPhone yet, we're making a special model of the iPhone 10XS Max that has two physical SIMs, one on each side of the SIM tray. It’s a brilliant implementation, and we think they're going to love that.
That’s iPhone 10XS and 10XS Max. They are packed with several new advancements including better Super Retina Displays 5.8 inch and the new 6.5 inch OLED displays. Our next-generation 7-nanometre A12 Bionic chip with faster CPU, GPU, neural engine and helping us to deliver even longer battery life. Our new generation dual camera system with the bigger sensor, Smart HDR, portrait mode with more beautiful Bokeh, dynamic depth of field, higher quality videos with HD and 4K, new TrueDepth camera system that's faster for face ID, gigabit-class LTE, beautiful new gold finish, protection to IP68, and so much more. These are incredible new iPhones, and the team works really hard to make these iPhones in the most environmentally friendly manner possible. Lisa tells a more about this:
“You know, we never stop thinking about what's best for the planet. This starts with our products, but it extends to everything we do at Apple. For instance, earlier this year we announced something pretty amazing. You may have heard about it already, but we can't help repeating ourselves because we now run Apple on 100% renewable energy at all our facilities worldwide. Of course, that includes the gorgeous campus that we're on right now. It is powered by our own solar panels and directed biogas fuel cells.
However, it's also about the facilities that you don't often see such as our data centres which use lots of clean energy to support services like iMessage. This means every time you send an iMessage or make a FaceTime video call, and we're using lots of clean energy to make that happen. When we set out to do this, people said it couldn't be done. But if you know Apple, those are exactly the kinds of challenges that we love. We've done it, and we're really proud of it.
We’re now onto the next challenge. We hope to eliminate our need to mine new materials from the earth. And as you can imagine, this is a massive effort. To reach that goal, we have to do three things. First, we'll have to find new ways to make our products with recycled or renewable materials that are sourced responsibly. Then we'll have to ensure that our products last as long as possible. And then finally, after a long life of use, we have to ensure that they're recycled properly.
Let's take a look at some of the material innovations within the new iPhones that we've just announced. We’ve transitioned to using recycled tin in the main logic board of iPhone including the new iPhone 10XS. And of course, this is with no reduction in quality or performance. This one change will prevent mining of over 10,000 tons of tin ore in a single year.
We’re doing this with other materials as well. We have a better plastics program, and through that, we're reducing our use of traditional plastics and transitioning to recycled and bio-based materials. For example, the speaker enclosure for iPhone 10XS is now made with 35 per cent post-consumer recycled plastic. The cover glass frame is made with 32 per cent bio-based plastic. It’s better for the planet, but it's also tougher and it performs better.
Secondly, we also make sure to design and build durable products that last as long as possible. That means long-lasting hardware coupled with our amazing software. All of these devices including the iPhone 5X run iOS 12, and it is designed to make your iPhone and iPad experience better, more responsive, and faster. Since they last longer, you can keep using them and keeping using them is the best thing for the planet.
Finally, when the time to reuse and recycle comes, we have Apple GiveBack. This is something I'm really proud of. With Apple GiveBack, it doesn't matter what device you have or what condition it is in, bring it in or mail it to us. We’ll assess it, and if it can be used by someone else, we'll give you the value. If not, we'll recycle it properly for free. Maybe we’ll even use a robot. Do you remember Liam? Well, meet his sister, Daisy, who can disassemble nine different models of iPhone. Using Daisy, we can reuse those recycled materials in future products and the more we do this, the less we'll have to mine from the earth.
With Apple GiveBack, your iPhone 5X can go on to another user when you're ready to switch to a new iPhone. When it comes to the new iPhone 10XS, you can feel confident that it was also designed for another long life of use. Either way, it's good for you and a huge win for the planet.”
This work is critical to all the teams at Apple, and it's a great example of a collaboration between all the teams to do everything, from reducing the amount of tin in products to the GiveBack program. It’s a great work, and we're really proud of everything they do.
For that reason, iPhone 10X and iPhone 10X Max are stunning. They are the best iPhones we've ever made by a long shot. We are so excited about the technologies in here, the experiences they're going to bring to people, and we hope customers love them just as much as we do. We want to reach as many customers as we can with this incredible technology. This is why we are very excited to show you one more iPhone.
The iPhone XR
It’s incredible, and we are so excited to introduce you to the iPhone XR. We hope it reaches even more customers with this amazing, incredible technology. It made from 7000 series aerospace grade aluminium and had more durable glass. It is completely stunning. It comes in incredible new finishes: white, black, blue, coral, and yellow, each beautifully designed with that aluminium finish with the glass in the back. The screen goes edge to edge and top to bottom. There’s even an incredible product, a red one, and it is beautiful. All of these are protected from dust and liquids to IP67. They’re designed end-to-end with the most incredible technology.
Meanwhile, the display is really what will strike you. It’s an LCD that, for the first time, goes edge to edge. It took advanced new engineering and technology to do pixel masking and pixel and to have LEDs that fit a smaller space than ever before. This is the most advanced 2 LCD ever in a smartphone. It’s so cool that we had to give it its own cool new name. It’s called the Liquid Retina Display. The liquid Retina display is 6.1 inches on the diagonal. It is 1.4 million pixels and 326 pixels per inch. It’s indeed Retina image quality.
Now, let's bring that iPhone 8 Plus next to it because it's fascinating. It is a bigger display than the iPhone 8 Plus in a smaller design. The design fits perfectly between the size of an 8 and an 8 Plus. We think it's going to make a lot of customers really happy.
So you have 6.1-inch Liquid Retina Display, an LCD, and 1.4 million pixels. It supports tap to wake. It has that 120 Hertz touch-sensitive layers, so it Scrolls super-fast. It has great colour management, colour accuracy, and is a wide colour display. It has true tone support, so the white looks the paper-white in all the lights you use them.
It is an iPhone 10 experience on an LCD display which means you tap it to wake it up. There’s no home button. You swipe up to go to the home screen. A first for an LCD display. Swipe down to get your notifications. Swipe down to get to control centre from the right corner now. It doesn't have 3D touch, but here again, the team came up with something brilliant. It is a new feature we call Haptic Touch. To get to the camera from the home screen, you just press on it, you'll feel a haptic tap, and you're taken right to the camera. This is similar technology to what we do with the trackpad in the MacBook Pro that we all love so much. It is a great experience.
Like every iPhone 10 new experience, it has faced ID. There's the same TrueDepth camera system in iPhone 10X and 10X Max. So, it's infrared camera, flood illuminator, proximity sensor, ambient light sensor, dot projector, front camera, speaker microphone. All the technology to have an incredible face ID experience. You look at iPhone XR to unlock it. You look at it to pay with Apple Pay, and like iPhone 10X and 10X Max, it's faster with its faster algorithms running on a faster secure Enclave. Inside the iPhone XR is nothing but the best chip, our brand new 7-nanometer A12 Bionic chip. This is a powerhouse with a faster CPU, faster GPU, and faster neural engine. It can do all those experiences that Kaiann explained earlier, including real-time machine learning. It is an incredible new phone.
Also, it has a great new camera system. It’s a single camera system, our best single camera system we've ever made. It’s a 12-megapixel, wide-angle camera, the same wide-angle camera in the 10X and 10X Max. It’s our new generation sensor that's larger with bigger pixels, optical image stabilisation, twice as many focus pixels, fast F1.8 aperture, Apple-designed lens, and the new improved true-tone flash as well.
IPhone XR takes beautiful photos with an incredible detail and beautiful tone mapping. Even in a portrait mode photo, you can have a beautiful background blur, using our single camera system. What the team did was combine hardware and software to create a depth segmentation map, using the focus pixels and neural-net software so that we can create portrait mode photos on the brand new iPhone XR.
You take shoot with an incredible beautiful focus on the subject, great lighting and beautiful background Bokeh. Yes, it gets the same advanced Bokeh technology we talked about with iPhone 10X and 10X Max. It gets depth control dynamically after you've taken the picture. So you have all that breakthrough features and capabilities that you want or right here. It also has smart HDR that helps to bring out highlights and shadows even in low-light photos. It is wide colour as well, so you get stunning, beautiful, rich colour photographs. On the front side is the same TrueDepth camera system as iPhone 10X and 10X Max with its latest technology, so you get full support for portrait mode and portrait lighting. It can take some of the best selfies you've ever seen.
What about battery life? Well, here the story continues to be just great because performance in this big screen, the team has worked hard to give great battery life. Compared to the iPhone 8 Plus that so many customers love for its long battery life, iPhone 10 XR gives you up to an hour and a half more on your day.
The brand new iPhone XR is a 6.1-inch Liquid Retina Display, an LCD display that is the most advanced ever in the industry. It is our latest 7-nanometre A12 Bionic chip with its faster CPU and GPU and the breakthrough neural engine, helping deliver even longer battery life. It is the best single camera system we've ever made with our new generation 12-megapixel sensor with support for Smart HDR, portrait modes with beautiful Bokeh, dynamic depth control, and incredible video. It has the same TrueDepth camera system as iPhone 10X and 10X Max with faster face ID, six beautiful new finishes, incredible 7000 series aerospace grade aluminium and IP67 protection from liquids and dust.
IPhone 10X, 10X Max and iPhone XR have arsenic-free displays glass, mercury-free displays, BFR-free, PVC-free, and Beryllium-free. They're designed and manufactured in a low-carbon process, and they're highly recyclable. We’re so proud of all that work the team does. This is a huge day for the iPhone. We now have iPhone 10X, 10X Max and iPhone XR. Below is the script for a product video tells you a little bit more the three new models of iPhone.
“The iPhone 10 described our vision for the future of the smartphone. Today, we are extending that vision with significant advances across three entirely new products. IPhone 10X, iPhone 10X Max, and iPhone XR. IPhone 10X is completely uncompromising. The expansive Super Retina Display with OLED delivers vivid brightness, true blanks, and high dynamic range content. 10X Max has the largest display ever on an iPhone. Custom-developed stainless steel is precisely machined to create structural bands in three finishes, including new gold. With even better water and dust resistance, this structure is integrated with the most durable glass ever developed for a smartphone.
Face ID enabled by the TrueDepth camera system reinvents the way to securely unlock, login, and pay with only a glance. Now, it's even faster. The A12 Bionic chip is the smartest and most powerful chip ever in a smartphone. Its next-generation neural engine dedicates machine learning to everything, from augmented reality to photography. With a more advanced dual camera system and neural engine, iPhone is again taking us to a new year era of photography where we're even more capable sensors are combined with lenses, chips, and advanced software, delivering Smart HDR across your photos, creating images like never before. Portrait mode on both the back camera and front.
TrueDepth camera now features a new software-enhanced, adjustable depth of field. 4K video with better low-light performance and extended dynamic range now records in stereo, and your content plays back in widened stereo sound.
IPhone 10 XR integrates the same breakthrough technologies. It’s is powered by the same A12 Bionic chip, has the same versatile TrueDepth camera with the same advanced face ID. An entirely new range of finishes is enabled by precision-machined, structural aluminium bands, anodised to complement an all-glass enclosure. The all-screen Liquid Retina Display is the most advanced LCD in a smartphone and the most colour-accurate in the industry. A new backlight design allows the display to extend into the radius corners, enabling a larger LCD than ever before. The advanced single camera system combined with machine learning allows iPhone 10 XR to recognize people, map subjects, and add depth. The depth of field is adjustable so that you can take more dramatic portraits. Our utterly uncompromised vision for the future, iPhone 10X and iPhone 10XS and with a range of new finishes, offering more choice to more people, iPhone 10 XR.”
IPhone 10 XR will come in six finishes and in three sizes: 64 gigabytes, 128 gigabytes, and 256 gigabytes of storage. It will start at $749 which is less expensive than the iPhone 8 Plus. I’m really proud of the work the team has done on that. You can order it in just over a month, October 19th, and we'll start to ship a week later than that, October 26th. IPhone XS will come in three configurations: 64 gigs, 256 gigs, and the new 512-gigabyte storage capacity. It starts at $999. The iPhone 10X Max comes with the same three configurations with its largest screen and a larger battery with just $100 more, starting at $1090. For the iPhone XS and XS Max, you can start pre-ordering on Friday, September 14th, and it'll ship a week later, September 21st. It'll start shipping in the listed markets. However, if you don't see your favourite location there, don't worry as they'll as well start shipping in more locations a week later. This is the fastest rollout geographically we've ever had for new iPhone.
This holiday, we have an unbelievable line-up of iPhones. IPhone 7 starts now just $449 in their models of iPhone 7 and 7 Plus. IPhone 8 starts at $599 with models of 8 and 8 Plus. The brand new iPhone XR starting at $749, XS at $999 and 10 XS Max at $1099. They’re all running iOS 12 which is the world's most advanced mobile operating system. We can all upgrade to its performance and its great features which include AR, Animoji, Memoji, Screen Time, and more next week, September 17th. So, that is our news on the iPhone.
What a fantastic new line-up of iPhones! It’s clearly the best line-up we've had by far, taking the breakthroughs of iPhone 10 even further than before, and making them available to even more people.
Now, before we close today, I've got a few more updates to give you. We've got an update to the HomePod, our breakthrough home speaker. We recently added Stereo pairs and AirPlay 2. When you now add a second HomePod to create a stereo pair, it creates this incredible wide, immersive soundstage. With airplay 2, HomePod becomes the best multi-room audio experience. We’ve got some other great features that we're bringing to HomePod. You’ll be able to search for your favourite songs by lyrics, create multiple timers, make and receive phone calls right from your HomePod, and just like your Apple Watch, you can ping your iPhone or any of your Apple devices to help find them around your house. We couldn't be more excited about how Siri shortcuts will open up a world of apps for the HomePod.
Also, we'll be shipping a new update to tvOS with support for Dolby Atmos for Apple TV 4K. It has stunning new 4K aerials, and with access to a wide range of live sports and news programs, there are now more than 100 video partners available through the TV app.
Both the HomePod and the tvOS updates will be available on Monday, September 17th. And then the following week, we've got a great new update for the Mac, with macOS Mojave, new all-dark mode along with updates to desktop and finder, enhanced privacy and security in a completely redesigned Mac App Store. Mac OS Mohave will be available on September 24th.
We're excited about this huge month and all of these big releases that we've got. So what a great day! We introduced the Apple watch Series 4, newly designed and re-engineered to help you stay even more active, healthy, and connected. It is the most capable Apple Watch yet. We showed you the new iPhone XS, the most advanced smartphone in the world, with the Super Retina Display, advanced face ID, a breakthrough dual camera system, and the smartest, most powerful chip ever in a smartphone. iPhone XS is not just one phone, it's two, with the iPhone 10 XS Max, the biggest screen, biggest battery and of course, the biggest experience ever in an iPhone. The iPhone XR with a new Liquid Retina Display shares so many of the advanced features of iPhone XS, and it is just stunning with six beautiful new finishes to choose from. IPhone XR will allow us to deliver the future of the smartphone to even more people. At Apple, we're always pushing our products forward and making technology more personal. We hope that you love these new products as much as we do.
I'd like to thank everyone for joining us today, including our online viewers and all the people at Apple who made this magical day possible.