Transcription
"Design is not just about how a product looks and feels, it's about how it works."
Steve Jobs
Good morning.
Welcome to Apple Park.
At Apple, design is fundamental to our identity and everything we do.
For us, it goes beyond the look and feel of products to include how they work.
This principle is at the heart of everything we do, including the products we'll introduce today and all the experiences they deliver.
From the magical listening experience with AirPods and the ways Apple Watch keeps you healthy, active, and connected, to how iPhone helps you throughout your day in so many ways.
This also includes the design of our new software, featuring the innovative Liquid Glass design.
It brings fluidity, vibrancy, and flexibility to everything you do every day.
It's truly amazing.
And it delivers a more intuitive and enjoyable user experience.
We put so much care and attention into every detail, from every product, service, and technology we offer, to the welcoming atmosphere in our retail stores.
Design remains at the core of everything we do.
Today, we have a huge announcement for AirPods and Apple Watch, and the biggest leap forward ever for iPhone.
Let's start with AirPods.
AirPods are the best-selling and most popular headphones in the world.
With their iconic design and exceptional sound quality, they've revolutionized their category and raised the bar for what headphones can be.
AirPods deliver a magical user experience, from their incredibly easy setup and great sound quality to their seamless operation with all Apple devices.
Last fall, AirPods Pro took all of this to the next level with the world's first integrated hearing health experience.
It's amazing that the world's leading headphones can also make a tangible difference for those with hearing impairments.
And today, we're taking these innovations further and reinforcing our leadership in delivering world-class audio quality with the introduction of the next generation of AirPods Pro.
With unprecedented audio performance and entirely new capabilities.
I think AirPods Pro 3 are truly amazing.
Here's Kate to tell you more.
At the core of AirPods is an exceptional audio experience.
And this year, we challenged ourselves even further to design something truly special.
AirPods Pro 3 deliver a magical spatial audio experience.
We've designed a custom, multi-driver acoustic architecture that precisely controls the airflow carrying sound to your ears.
This transforms bass response and expands the soundstage, so you hear every instrument more clearly, and voices become more distinct in music, shows, and calls.
And the experience gets even better with our incredible Active Noise Cancellation.
Ultra-low noise microphones and advanced computational audio, along with new foam ear tips, deliver even greater noise isolation.
This, in turn, significantly enhances performance, delivering twice the Active Noise Cancellation performance compared to the already excellent previous generation.
These AirPods are my favorite so far.
For original AirPods Pro users, the difference is clear because Active Noise Cancellation is four times more effective.
AirPods Pro 3 are a must-have upgrade, delivering performance that rivals over-ear headphones in a pocket-sized design.
This blocks out even more background noise during your daily commute.
So, no matter what headphones you've used before, with AirPods Pro 3, you'll get the world's best Active Noise Cancellation in any wireless earbuds.
The Transparency mode lets you hear the sounds around you, and now your voice and the voices of people speaking to you will sound more natural than ever.
And to help you communicate with people around you, we're bringing the magic of AirPods to how you communicate across many languages with Live Translation, powered by Apple Intelligence.
So now, when you're with someone who speaks a different language, perhaps while exploring markets abroad, AirPods Pro will help you understand them in your preferred language.
With a simple, new gesture, Live Translation begins.
[CHIME]
Siri.
"Translating in Spanish."
While Active Noise Cancellation reduces the speaker's volume so you can easily focus on the translation.
[In Spanish]
"Hello, welcome."
"Hello."
[Speaking in Spanish]
"Hello, welcome.
Today, all red carnations are 50% off."
And it doesn't just translate individual words; it delivers the full meaning of each sentence.
And when you want to speak, just speak naturally.
"I'd like to buy some for my sister's birthday.
I want to buy 8, please."
iPhone displays your words on the screen in the vendor's language, and you can also have it speak them aloud.
[In Spanish]
"Okay!"
Live Translation becomes even more useful when both people are using AirPods Pro.
"Yes, I agree."
[In Portuguese]
"Yes, I agree."
[In Portuguese]
[In Portuguese]
"The customer will love it.
I'll let the strategy team know to prepare it immediately."
These incredible capabilities are made possible by the advanced computational audio in AirPods, along with Apple Intelligence models running on iPhone.
In addition to amazing custom audio, we're improving how AirPods Pro fit your ears.
And because everyone's ears are so different in shape and size, we analyzed over 10,000 3D ear scans, along with over 100,000 hours of user research, to enhance the new AirPods Pro.
And to fit more people, we designed each AirPod to be smaller.
And to secure them safely in your ears, we designed them to conform to the natural shape of the ear canal with entirely new ear tips that now come in five sizes.
All of this makes AirPods the most comfortable, secure-fit earbuds ever.
They're designed to stay in your ears, even during your most intense workouts.
They're also more durable, with sweat and water resistance to an IP57 rating.
This is a first for AirPods, so you never have to worry during your most intense, sweaty gym sessions, or even if you're running in the rain.
These updates are huge for users who love listening to music while working out with AirPods Pro.
And let's talk about how we've taken the fitness experience to new levels.
Here's Jules.
More people work out with AirPods Pro than any other headphones in the world.
And now, amazing audio quality, a more secure in-ear fit, and enhanced durability make them even better.
We're also excited to add heart rate sensing for workouts with AirPods Pro 3.
To achieve this, we designed Apple's smallest heart rate sensor.
Machine learning algorithms combine data from the sensors and accelerometers to deliver accurate measurements.
This, along with a new machine learning model for activity and calorie tracking, trained using over 50 million hours of data from the Apple Heart and Movement Study, the largest study of its kind with over 250,000 participants.
This incredible synergy between hardware and software takes your fitness experience to a new level with AirPods Pro 3.
And now, when you use the Fitness app on iPhone, you'll find a new workout experience where, using just AirPods Pro, you can track up to 50 different types of workouts.
And how easy it is to start this experience.
This means you can get more out of the activities you love.
So when you're listening to music on your daily walk, you can track your heart rate and calories burned using the new AirPods Pro.
And you'll also benefit from audio experiences like Workout Buddy, powered by Apple Intelligence, to motivate you during your workouts.
[WORKOUT BUDDY]
"You've hit a new milestone.
You've just completed your longest walk distance this month."
And the workouts you complete contribute to closing your Move ring and adding to your step count.
And you can stay even more motivated by earning awards.
And with Fitness+, you can also get metrics like heart rate and calories, and even a performance streak to keep you going.
You can also track workouts in the gym, including those from developers like Ladder, who are using new interfaces to integrate key metrics into their apps as well.
This is the new fitness experience with AirPods Pro 3.
And now, back to Kate.
In addition to unprecedented performance across the board, you'll also get all-day battery life.
We're going from 6 hours on a single charge to 8 hours, so they'll stay with you on your cross-country journey, listening to music with Active Noise Cancellation.
And to help hearing aid users, we're excited to offer 10 hours on a single charge with Transparency mode, which is 4 hours more than the previous generation.
Yes, these are AirPods Pro 3, delivering an amazing audio experience with the world's best Active Noise Cancellation, exceptional secure fit, and innovative fitness capabilities.
Whether you've experienced AirPods before or this is your first time, these AirPods Pro set a new standard for the world's most popular headphones.
And even with all these updates, they'll remain available for $249.
You can pre-order them today, and they'll be available on September 19th.
And now, back to Tim.
AirPods Pro 3 are absolutely incredible.
They take the audio quality of the world's most popular headphones to an entirely new level.
Next, Apple Watch.
For millions, Apple Watch is an indispensable daily companion, a fitness coach, a message center, a digital wallet, and a timepiece.
And what I love about Apple Watch is that it tells millions of people about potential serious health issues and saves countless lives, simply by wearing it on your wrist.
It offers Fall Detection and Crash Detection, monitors your heart rate, tracks your sleep, and helps in emergencies, and so much more.
Let's take a look at the amazing ways Apple Watch has impacted people's lives.
[Keyboard typing sound]
Dear Apple,
Mr. Cook,
Hi Tim,
Hope you're doing well.
My name is Derek Gant.
Jesse Malone.
I'm a college student.
Professional firefighter.
I'm currently living in Shenzhen.
Toledo, Ohio.
Tokyo, Japan.
I'm writing to you about my health and my experience with Apple Watch.
I wasn't taking good care of myself, my diet wasn't right, my daily routine was bad.
I wasn't sleeping well.
This is my battle with mental health and how I saw the light at the end of the tunnel.
I felt like I had nothing to live for.
I started slowly and was happy to see my progress, just through fitness and running.
In a year, I lost over 100 pounds.
Then I ran the New York City Marathon.
It was around 5 AM, and my Apple Watch started beeping.
My resting heart rate was 172.
I checked my blood oxygen, and it was 88%.
After getting a chest X-ray, we found that my lungs were in very bad shape.
I needed emergency surgery.
I get very emotional talking about my experience, but my doctor told me, "Apple Watch saved my life."
I went home and started my usual jump rope workout.
My legs started to shake, and I fell to the ground.
And as I did, the watch started beeping.
I looked at it, and it said, "It looks like you're having trouble.
Do you need assistance?"
I didn't realize I was having a stroke.
I was enjoying a long hike with my friend in Japan.
The next day, a blizzard started, and the snow was everywhere.
I was driving home, and I started to feel unwell.
I felt dizzy, and that's the last thing I remember.
We lost our phones in the blizzard, and we had nothing.
No food, no water.
We couldn't feel our fingers, or anything at all.
I don't think I was ready for my life to end there.
And what I was wearing was my Apple Watch.
We called emergency services using the Emergency SOS feature.
A car crashed into our garage, and the passengers were upside down in our pool.
The next thing I remember is hearing a faint sound from my watch saying, "Help is on the way."
That helicopter ride was the most amazing feeling of my life.
I'd always read these stories about how Apple Watch saved someone's life, and that's what motivated me to take care of my mental health.
We just finished the first mile.
Six miles!
I don't know if I can do this.
You don't need any medals.
One mile left.
Whatever challenges you face in life, keep moving forward and don't stop.
And I promise you, even in the darkest times, things will get better.
Minutes, or even seconds, separate us from saving lives.
That was my second chance, and without this watch, I wouldn't have had it.
I felt like Apple Watch was my support.
Oh my god, it was my support and my savior.
It protected me, it preserved my past and my future, and every moment.
It's truly amazing to see how Apple Watch can help people in so many ways.
It's an indispensable tool, and that's what makes Apple Watch the most popular watch in the world.
And every year, we make Apple Watch more important than ever.
To tell you what's new, here's Stan.
Today, we're making the world's best watch even better.
Introducing Apple Watch Series 11.
The thinnest, most comfortable Apple Watch, and it's also more durable!
We start with our Ion-X glass, the toughest glass in its class.
Then we add a custom ceramic coating designed by Apple, which precisely integrates with the glass at an atomic level to make it significantly stronger.
It's now twice as resistant to scratches, perfect for everyday use and tackling the challenges of an active lifestyle.
And with cellular connectivity, Apple Watch makes it easy to stay connected when your phone isn't with you.
Series 11 now supports the latest cellular technology, 5G!
The 5G modem and new antenna architecture enhance the watch's performance and provide broader coverage.
It's more power-efficient, using less battery when connected to cellular.
At launch, several major carriers will support 5G on Apple Watch.
Series 11 comes with watchOS 26, which gives it new features and intelligence, along with a sleek new design.
The new Flow face uses Liquid Glass numbers that beautifully reflect colors.
The Exactograph face is a modern take on a traditional chronograph, separating hours, minutes, and seconds to track time precisely.
Series 11 is also equipped with a comprehensive suite of health features, including heart health, hearing, cycle tracking, mental health, and more.
And we're taking these health innovations to new heights by adding new features for heart health and sleep.
Here's Simbel to tell you more.
Heart health has always been a core part of the Apple Watch experience.
And this year, we're excited to share our new innovation focused on a widespread problem: high blood pressure, also known as hypertension.
It affects about 1.3 billion adults worldwide and has been called "the silent killer" by the American Heart Association because it often occurs without obvious symptoms.
To help, we've developed an unprecedented feature that can alert you to potential high blood pressure simply by wearing your Apple Watch.
Using data from the optical heart rate sensor, the algorithm looks for chronic high blood pressure by analyzing how blood vessels respond to heartbeats.
The algorithm works in the background, analyzing data over 30 days and informing you if it detects patterns indicative of high blood pressure.
We've developed this innovative approach using advanced machine learning techniques and a series of studies involving over 100,000 participants.
While it won't detect every case of high blood pressure, we expect it to inform over a million people about undiagnosed high blood pressure within the first year alone, enabling them to adopt life-saving behavioral changes or begin treatment.
We expect FDA and other regulatory approval soon, and the service will be available in 150 countries and regions this month, including the United States and Europe.
Now, let's talk about sleep, which is essential for daily physical and mental rejuvenation, and also a key component of a longer life.
Apple Watch helps you achieve your sleep goals, gain valuable insights, and detect potential sleep apnea.
And now, we'll help you understand your sleep quality and how to get more out of it with Sleep Score.
Your sleep quality is affected by many factors, such as sleep duration, consistent sleep times, number of awakenings, and time spent in each sleep stage.
Sleep Score evaluates these factors daily and provides a rating and a score.
You'll see how the score is calculated so you can easily understand what you can do to improve your sleep.
The guidance of leading experts, including the World Sleep Society, informs the evaluation methodology.
Data from over 5 million nights of sleep from the Apple Heart and Movement Study was used to develop and test the scoring algorithms.
You can see the details in the Sleep app and track it over time through the Health app on iPhone.
And now, back to Stan.
High blood pressure notifications, the new Sleep Score feature, and other amazing health, fitness, and safety features will have a significant positive impact on users' lives.
And to support all these incredible capabilities, we've also redesigned the battery.
Series 11 battery life now lasts up to 24 hours, so you can wear it all day and night.
Series 11 is available in Jet Black, Silver, Rose Gold, and the stunning new Space Gray, all made from 100% recycled aluminum.
And stunning polished cases made from 100% recycled titanium are available in Natural, Gold, and Graphite.
This fall brings a range of new colors across the entire band collection, including the Nike Sport Band and the Nike Sport Loop, which now features reflective threads woven into the fabric.
And a new Hermès woven jacquard band with a matching watch face that plays a unique animation of the historic Hermès store in Paris.
There's also the slim and elegant Grand H band, and new colors across the entire collection.
Here is Apple Watch Series 11, with greater durability, 5G support, 24-hour battery life, and our most comprehensive suite of innovative health features, now including high blood pressure notifications and Sleep Score.
I'll now hand it over to Amanda to tell you about the new Apple Watch SE.
Apple Watch SE gives you the key features and benefits of Apple Watch at the best possible price.
And for many, it's the perfect way to get started.
This year, we're excited to introduce Apple Watch SE 3.
First, it features the most powerful chip in Apple Watch, the S10 chip, which enables more features.
Now, "Always-On display" is available for the first time on SE watches.
You can now see the time and watch face without activating the screen.
And with the S10 chip, SE supports gestures like double-tap and wrist movements, allowing you to easily control your watch with one hand.
The SE watch has important features like heart rate notifications, Fall Detection, and Crash Detection.
And now, SE 3 offers more, such as wrist temperature sensing, which allows for ovulation estimates based on previously observed data.
And it provides you with more information through the Vital Signs app, delivering notifications for anything that might be abnormal.
SE also supports sleep apnea notifications and Sleep Score.
And finally, when AirPods aren't available, you'll be able to play music and podcasts directly from the speaker.
Even with all the great new features, the power-efficient S10 chip allows the SE watch to have all-day battery life, for 18 hours.
And for the first time, SE supports fast charging, making it easier to quickly top up your battery.
SE is now up to twice as fast to charge as the previous model, and just 15 minutes of charging is enough for up to 8 hours of normal use.
SE 3 is available in Midnight and the beloved Starlight, and it's made from 100% recycled aluminum.
This is Apple Watch SE 3, with a new Always-On display, 5G support, temperature sensing, sleep apnea notifications, and Sleep Score.
And with all the powerful features in watchOS 26, this update takes the SE watch to unprecedented levels.
But we haven't just updated the SE and Series watches this year; we're also introducing an all-new Apple Watch Ultra.
Eugene will walk you through all the details.
Apple Watch Ultra is the icon of sports and adventure.
It easily transitions from a sports watch that helps you train for a race to a smart watch that can pay for your coffee, and a health monitor that tracks your vital signs.
And this year, we're taking it to a new level with Apple Watch Ultra 3.
Let's start with the display.
Whether you're checking your speed in direct sunlight or your depth underwater, readability is essential.
Ultra 3 features a new display powered by our latest technology: a wide-angle LTPO3 OLED display.
The display is now brighter when viewed from angles, and thinner bezels have allowed us to increase the screen area without changing the case size.
The result is the largest display ever on Apple Watch, with a faster refresh rate in Always-On mode without impacting battery life.
This means you can see the second hand sweep on watch faces, including the new Waypoint watch face, which dynamically displays the places that matter to you.
For athletes, the Workout app speeds up customization of views and the use of Workout Buddy, a voice powered by Apple Intelligence that provides personalized feedback to motivate you during your workout.
And Ultra keeps you connected wherever you go with 5G cellular connectivity for better coverage, faster, and stronger connections.
This year, we're taking big steps with satellite connectivity!
And now, no matter how far you roam, you can stay safe and connected to loved ones thanks to satellite connectivity in supported countries and regions.
Just a few taps can gather critical information and request emergency assistance when you need it.
You can send text messages and share your location with the Find My feature to enable satellite connectivity in a device as small as Ultra.
We've redesigned the radio and antenna to double the signal strength, allowing you to communicate with satellites up to 800 miles above the Earth!
Emergency SOS via satellite is included with the purchase of Ultra 3.
And with the Messages app and Find My, you can now stay connected while skiing in remote areas, trail running, or wherever you go.
Ultra 3 also includes a larger battery with up to 42 hours of battery life.
Ultra will be available in Black and Natural Titanium, and it's made with an innovative 3D printing approach using 100% recycled titanium and only half the raw materials used in previous generations.
There's a fantastic new collection of Ultra band colors, and the Trail Loop now comes with reflective threads woven into its edges.
And the Hermès collection also features a new rubber band, perfect for an active life, and new colors for the En Mer band.
This is Apple Watch Ultra 3, now with the largest display, the longest battery life of any Apple Watch, with satellite connectivity, 5G support, high blood pressure notifications, and watchOS 26.
It's a major update to the most advanced Apple Watch.
We'll now return to Stan.
This is the Apple Watch lineup, from the new Ultra 3 with satellite connectivity to Series 11, which features powerful new health features and up to 24 hours of battery life, and the SE 3 with a massive update in performance and features.
There's a watch for everyone.
Apple Watch SE 3 starts at just $249.
Apple Watch Series 11 starts at $399.
And Apple Watch Ultra 3 starts at $799.
You can pre-order all models starting today, and they'll be available starting September 19th.
And now, back to Tim.
This new lineup, with its incredible features, makes Apple Watch more useful and important than ever.
The capabilities we've shown today will not only keep users more connected but also provide them with useful health and fitness features, automatically and seamlessly.
Now, let's talk about iPhone.
Since its launch, iPhone has completely redefined the phone and set new standards for the entire industry.
And since then, we've continued to push the boundaries with design, innovation, and unique experiences that have changed our daily lives.
And today, we're taking it to new heights with an all-new iPhone lineup that surpasses everything we've created before.
Today, we're introducing four new models, each designed to meet the unique needs of our users.
Starting now.
iPhone 17 is a fantastic device.
Here's Kian to tell us more.
iPhone 17 features a more durable, beautiful design and comes in five stunning colors: Soft Pink, Misty Blue, Black, White, and Gray Green.
The new design features a larger 6.3-inch display and thinner bezels, so you can see more and do more.
The iPhone 17 display features ProMotion technology, just like the Pro models, with an adaptive refresh rate up to 120Hz, designed to dynamically adapt to your content for a smooth and power-efficient experience.
When you're not using iPhone, the Always-On display efficiently adjusts to 1Hz.
The Lock Screen is more useful.
With direct activities and tools,
And outdoors, reading on iPhone 17 is made easier
With a maximum brightness of 3000 nits outdoors,
Which is the highest ever on iPhone.
This makes the iPhone 17 screen
Our best yet.
We build iPhone to be durable,
Because we know how much people rely on it.
Ceramic Shield,
The industry leader, is still stronger than
Any glass or ceramic glass in any smartphone.
iPhone 17 features Ceramic Shield 2,
Which is now three times more resistant to scratches.
This was made possible with
A new layer designed by Apple,
Integrated into Ceramic Shield
At the atomic level.
This specialized ceramic layer increases hardness
To protect the phone from everyday scratches.
Screen quality has also been improved with a seven-layer
Anti-reflective coating,
Which reduces glare and distortion,
And makes iPhone easier to read
In bright lighting conditions,
Indoors and outdoors.
The power of iPhone 17 relies on the latest generation
Of Apple silicon chip, the A19,
Because it is designed using
The latest 3-nanometer technology.
The A19 chip is faster and more efficient,
And includes an updated display engine to support
ProMotion technology and the Always-On display.
It also features an enhanced Neural Engine
Specifically designed to deliver amazing on-device performance
For Apple Intelligence.
With increased memory bandwidth in
The A19 chip, on-device generative models
And large language models will run faster.
The A19 chip features a 6-core CPU
With the latest performance and efficiency cores that make
iPhone 17 responsive
With incredible battery life.
The next-generation 5-core GPU
Offers a significant leap forward
For demanding graphics tasks.
If you're upgrading from an older iPhone,
You'll notice a massive increase in speed.
Advancements in Apple silicon chips,
Hardware, and software deliver an amazing gaming experience on iPhone.
Games like Destiny: Rising from
NetEase are better with ProMotion technology
With adaptive refresh rates up to 120Hz.
The A19 chip with its advanced CPU and GPU
And updated Neural Engine
Also supports Apple Intelligence.
Many features are available today on iPhone that enable you to create,
Communicate, and increase your productivity.
And with iOS 26, we're delivering more.
Using Visual Intelligence, you can
Search, take action, and ask questions
About what's on your iPhone screen.
Live Translation helps you communicate in multiple languages in the Phone app,
FaceTime, and Messages.
And as with all Apple Intelligence features, these features are designed
To protect your privacy every step of the way.
The efficiency of Apple silicon chips supports
All-day battery life in iPhone 17.
And with ProMotion technology, iPhone 17 can
Play video for up to 8 additional hours
Compared to iPhone 16.
When your battery runs out,
Fast wired charging provides up to 50% power in 20 minutes.
This means just 10 minutes of charging
Gives you up to eight hours of video playback.
This year is also a year of major changes
To iPhone cameras.
To show you everything new, here's Megan.
♪
iPhone 17 comes with a 48MP Fusion dual-camera system,
It's all amazing.
Our innovative Fusion technology combines
The capabilities of two cameras into one.
It includes a main camera
And a 2x optical zoom,
Each with dedicated image
Capture and processing.
The main camera offers
An impressive 48MP resolution,
Perfect for capturing fine details,
Just like in the vibrant beach photo.
For everyday photography, the 24MP
Main resolution offers the perfect balance,
Delivering excellent quality photos
With rich detail and smaller file sizes,
Ideal for saving and sharing.
The 2x optical zoom
Brings you closer to what you're photographing,
Making it great for capturing
Quiet moments like these.
And now, iPhone 17 comes
With a new 48MP Ultra Wide Fusion camera,
Offering four times higher resolution
Compared to iPhone 16,
For richer detail in a wide range of photos,
From exceptional macro shots
To expressive wide-angle scenes.
You'll absolutely love how easy it is
To capture stunning photos and videos.
Now, let's move on to the front camera.
It's our way of taking selfies
And capturing memories,
And unleashing our creativity and artistic vision.
And iPhone is with you
To capture all these moments.
iPhone users around the world took over
500 billion selfies last year.
That's more than any smartphone!
So, we're excited to introduce the new and amazing
Center Stage front camera this year.
It gives you more pixels
And more flexible ways to frame your shot,
With incredible stabilization.
This new front camera has
Our widest field of view,
Thanks to our largest front camera sensor,
Which is nearly twice as big
As the previous front camera.
And for the first time, the sensor
Is square.
Traditional sensors offer a 4:3 aspect ratio,
Which limits framing options
Based on the phone's orientation.
The Center Stage camera
Is uniquely shaped and larger,
Allowing for high-resolution photos and videos
In any orientation,
Giving you four different compositions.
So you no longer have to rotate
Your iPhone to take horizontal selfies!
You can now tap to expand
The field of view and rotate from portrait
To landscape, giving you more flexibility
In framing your photos and videos.
And when friends join the shot,
The all-new Center Stage mode for photos
Uses AI to automatically expand the field of view
And can even rotate the frame for you.
This makes capturing a stunning,
Shareable photo easier than ever.
When you hold your iPhone vertically,
You'll have more control
And take better horizontal selfies,
Because your eyes are positioned
Better in the center of the frame.
Photos also have richer detail
With up to 18MP resolution.
The extra pixels in the square sensor
Also elevate video quality.
All your action selfies will be super stable,
Using some of the same technology
That powers Action Mode
On the rear cameras.
You can also be more present during
FaceTime calls with friends and family,
Because Center Stage mode for video calls
Has been optimized to support handheld video capture,
Keeping your face perfectly centered
In the frame.
The Center Stage front camera allows you
To have unprecedented experiences only found on iPhone.
And now, back to Kayan.
iPhone 17 comes with amazing camera upgrades
With the 48MP Fusion dual-camera system
And the Center Stage front camera.
We can't wait to see all the new ways
You'll capture your everyday moments
And how you'll use them to unleash more of your creative potential.
And so, the amazing iPhone 17 is complete!
It features the power of the A19 chip with
A larger, brighter 6.3-inch display
And ProMotion technology and Ceramic Shield 2.
iPhone 17 also comes with
The latest iOS and Apple Intelligence features,
And incredible all-day battery life,
And storage starting at 256GB.
iPhone 17 is packed with features
You'll enjoy every day.
And now, back to Tim.
iPhone 17 is amazing,
And this is just the beginning
Of what we'll announce today.
Thanks to the improvements made by
Apple silicon chips, we've been able to push
The boundaries of what's possible in iPhone
In terms of design and innovation.
And this achievement has led us
To exceptional creativity in every sense of the word.
Here's the latest addition to the iPhone family.
Our goal was to create an iPhone
That puts the future in your hands.
Powerful yet incredibly thin and light,
So light you feel like it disappears in your hands.
Its core structure is an ultra-thin frame
Made of aerospace-grade titanium,
The same used in spacecraft,
Which combines strength, lightness, and durability.
And to add a touch of elegance to
Such a strong material,
We polished the frame
To shine with an eye-catching reflective coating.
And we designed it with a range of colors
That reflect lightness.
And for the first time, Ceramic Shield surrounds
The titanium frame on both sides.
Our high-temperature process
Produces nanocrystals
That significantly enhance hardness.
It's our most durable design yet,
To create a device this thin.
We redesigned our iconic top plate,
Machining it precisely on both sides
And shaping it to house our custom cameras,
Chips, and core system units.
Then we utilized all remaining space
For a high-density battery.
The result is incredible battery life.
This miraculous thin design
Allowed us to expand the screen size
Without any increase in overall size.
It's the thinnest iPhone ever.
And at its heart, the power of a giant.
A contrast you won't believe until you touch it.
It's iPhone Air.
iPhone Air is completely different
From any device you've used before.
To delve into its details, here's John.
♪
We're pleased to introduce
iPhone Air with its unbelievable thinness.
At 5.6mm thick, it's the thinnest iPhone
We've ever designed.
It's also incredibly light,
Completely different from any device you've held
In your hands before, and it pulses
With our most advanced features.
Its captivating 6.5-inch display is our best,
Featuring ProMotion technology up to 120Hz
And Always-On display with a peak brightness
Of 3000 nits.
It's also protected
By the new Ceramic Shield 2,
With an anti-reflective coating
And three times better scratch resistance
Compared to the previous Ceramic Shield.
We've also added Ceramic Shield
To the back of the iPhone
For the first time ever.
It's four times more crack-resistant
Than the previous glass back.
It also protects the new top plate,
Which now houses key internal components
At the top of the iPhone.
The internal structure
Was precisely designed for more space,
Making room for the rear camera,
Front camera, speaker,
And even the Apple silicon chip.
The iPhone Air frame
Is made of titanium.
Our choice of this material is fundamental
To creating a design this thin.
It allows it to exceed the strict standards
We've set for bending strength.
All these materials combined
Make iPhone Air more durable
Than any previous iPhone.
We used 80% recycled titanium,
The highest percentage in any iPhone.
Available in four stunning colors
To choose from: Space Black, Cloud White,
Light Gold, and Sky Blue.
iPhone Air features a truly unique design,
And this wouldn't have been possible
Without Apple silicon.
For more details, here's Tim Millet.
♪
With Apple silicon, we focus our efforts
On maximizing performance and efficiency
To drive innovation in our products.
iPhone Air requires the highest-performing
And most efficient chip
We've ever designed for an iPhone.
It's the A19 Pro.
With its CPU, we continue
To enhance single-task speed
In terms of performance and efficiency.
The performance cores have undergone improvements in
Front-end bandwidth and micro-prediction,
Making the A19 Pro the fastest CPU
In any smartphone.
We've also boosted the last-level cache
In our efficiency cores by 50%,
Specifically to
Improve power efficiency
In everyday tasks.
The result is a faster,
More efficient CPU than the A19.
We've massively upgraded the GPU
In the A19 Pro.
We now offer the second generation of dynamic caching architecture,
Doubling the 16-bit rates
For our floating-point calculations,
And we've created a new unified technology
For image compression.
And that's not all; another major update
To the GPU is in AI.
We've been at the forefront of accelerating AI tasks since we first introduced
The Neural Engine eight years ago.
We later added machine learning accelerators
To our CPUs.
And while the GPU has always been
Powerful for AI calculations,
We're now taking a huge leap forward
By building neural accelerators
Into every GPU core
To deliver up to three times the peak performance
Of the GPU compared to the A18 Pro,
Equivalent to the computing power of a MacBook Pro
In an iPhone.
It's ideal for AI tasks
That require extreme GPU performance.
Another area of innovation in
Apple silicon is wireless connectivity.
For years, we've been building
Wi-Fi and Bluetooth chips
For Apple Watch and AirPods.
And now this technology comes
To iPhone for the first time.
Introducing the Apple-designed N1 chip,
Which enables the latest wireless connectivity technologies:
Wi-Fi 7, Bluetooth 6, and Thread,
With overall improvements in performance and reliability
In key areas like personal hotspot and AirDrop.
Finally, the core innovation that
Makes iPhone Air possible
Is the Apple-designed modem.
We introduced the C1 modem last spring,
And in just six months, we have a new version of it,
Faster and more efficient.
The new C1X modem is up to twice
As fast as the C1,
And even faster than the modem
In iPhone 16 Pro.
And it consumes 30% less power overall,
Making it the most power-efficient modem
In an iPhone.
In fact, iPhone Air is the most power-efficient iPhone ever.
We started designing Apple silicon
To enable us to create better products,
And iPhone Air
Is the culmination of achieving that goal.
And now, back to John.
The iPhone Air camera system offers
The most popular features
That make iPhone
The world's favorite camera.
What appears to be a single camera
Is actually a powerful new 48MP Fusion
Camera system that combines the capabilities of several
Advanced cameras into one.
You can capture stunning 48MP photos
That highlight even the smallest trees
On the other side of the valley,
And the deep color palette
On the stone wall.
The 2x telephoto lens features an updated
Photonic Engine,
Which now uses machine learning
To capture lifelike detail of her hair
And the vibrant color of her jacket.
The Fusion camera excels in low light
Thanks to a large sensor,
A fast aperture, and optical image stabilization
With Apple's sensor-shift technology.
The large sensor provides
A second optical lens,
The integrated 2x telephoto,
Which captures stunning 4K photos and videos.
Thanks to the power of computational photography,
This amazing system supports
The latest exclusive iPhone camera features,
Such as the 24MP main photos,
Which capture the fine details of her dress fabric
And even subtle variations in shadows,
Or next-generation Portrait photos
With Focus Control,
Which works with everything you photograph,
Like these delicious waffles,
Or the latest generation of Photographic Styles,
Which comes with a new "Radiant" style
To brighten skin tones
And add vibrancy
To all parts of the image.
The two custom 28mm and 35mm lenses offer
Users more flexibility
In framing shots, as if you had
Four lenses in your pocket.
On the front, the new and innovative
Center Stage camera.
You no longer need to rotate your phone
To take horizontal selfies.
Center Stage mode for photos brings everyone
Into the perfect frame in any orientation.
We're also introducing an all-new feature
That combines both the front and rear cameras.
Dual Capture video is perfect for
Filming yourself at a concert
Or your reaction to a game-winning play.
The new stabilization feature in the
Center Stage front camera
Keeps you in frame, while the main Fusion camera on the back
Gives you the flexibility to zoom in to tell the story
You want to tell.
These camera systems have many additional features,
Such as Action Mode, Cinematic Mode,
And 4K Dolby Vision format,
And all the camera controls.
And the other prominent innovation that helped
Bring iPhone Air to reality
Is the eSIM.
We've been pioneers in eSIM for years,
And it's now the industry standard.
Compared to that old piece of plastic,
Using an eSIM is much easier.
It offers better security
And saves precious space inside the iPhone.
And eSIM is great for travel,
As carriers offer many affordable
Roaming plans.
And if you want to use a local plan,
It's easy to set up an eSIM
From the comfort of your home or on the go.
No need to swap physical SIM cards,
And you can enjoy data from the moment
You arrive at your destination.
eSIM coverage is available worldwide,
Thanks to extensive planning and testing
With partner carriers.
For this reason, we designed iPhone Air to support
eSIM only worldwide,
To maximize internal space
For battery size.
Now let's talk about battery life.
Our hardware and software innovations have come together
To deliver incredible all-day battery life
In iPhone Air, powered by the most advanced
Apple silicon,
Designed for efficiency.
We've completely redesigned the internal structure
To allow for the maximum possible space for the battery.
And iOS 26 offers new power-saving features,
Such as Adaptive Power Mode,
Which learns your usage patterns and predicts
When the battery might be low,
And intelligently conserves power to help you
Ensure it lasts until the end of your day.
And now, despite being thinner and lighter,
iPhone Air has incredible all-day battery life,
On par with iPhone 16 Pro Max battery life.
This amazing battery life lasts all day
In our thinnest iPhone ever.
We're also introducing
A new range of accessories
To complement this unique iPhone design.
Thanks to the amazing thin design of
iPhone Air,
We were able to create a new, thin
MagSafe battery
That puts more convenience in the palm of your hand
When attached.
It's thin enough
To fit in your pocket.
When used together, iPhone Air can
Play video for up to 40 hours,
Enough to watch all 40 episodes of For All Mankind.
It's therefore the perfect accessory
For long trips.
We've also designed two cases
Specifically for iPhone Air.
The first is a clear case
With a backplate no thicker than 1mm,
Designed to provide excellent drop protection,
And available in Frost and Shadow Gray.
The second is a lightweight protective bumper,
Made of reinforced polycarbonate,
That fits perfectly with iPhone Air,
And is available in four matching colors.
Both options can be combined
With the new shoulder strap,
Which is padded with thin, flexible magnetic pieces,
Designed to hold the straps together
And allows you to easily adjust the length.
This is iPhone Air,
Advanced and amazing.
The thinnest iPhone ever,
With professional performance inside,
Exceptional durability,
Amazing front and rear camera systems,
And our latest Apple-designed chips,
Which deliver the same incredible battery life
As last year's iPhone Pro model.
All this in a new design
That may seem impossible.
We can't wait for you to experience it.
And now, back to Tim.
iPhone Air changes everything.
It's designed for customers
Who want professional performance
In an incredibly thin and light design.
And with iPhone Air in the lineup,
We've been able to elevate our Pro models
To a whole new level
Of performance and capabilities.
Our goal was simple: to create the most professional iPhone ever, by leaps and bounds.
We started from scratch and rebuilt it
From the core to the chassis.
Introducing iPhone 17 Pro.
We sought to redefine Pro,
Driven by performance, durability, and capability.
So, we started again
From solid aluminum
With a custom extrusion process
That involves heating, shaping,
And meticulous automated manufacturing
Through thousands of precise passes.
Through sequential immersion
In oxidation baths,
We built the colored and durable outer layer of oxide
To create the first unibody iPhone chassis.
A lightweight, thermally efficient, and rigid chassis
Designed for the largest battery
In any iPhone.
The full-width camera top plate
Elegantly integrates the antenna
And houses a new Pro camera system
With amazing range and resolution.
The core of its unparalleled performance
Is the most powerful chip designed for iPhone.
But this immense power generates heat,
So we designed a completely new thermal system
To quickly dissipate heat
Through the unibody aluminum chassis.
Ceramic Shield, our most advanced
Ceramic-ceramic composite,
Now also protects the front and back,
And is designed to withstand various conditions.
The new concept for the Pro experience:
iPhone 17 Pro.
iPhone 17 Pro is undoubtedly
The most advanced iPhone ever,
Featuring a stunning new design
And powerful capabilities.
For more, here's Jose.
♪
The iPhone 17 Pro design
Is more than just a bold new look.
It delivers a massive leap in performance, making it
The most powerful iPhone ever, bar none.
And it starts with a completely new approach
To thermal management,
Which is critical for system performance.
We precisely manage power and surface temperature
To ensure that iPhone 17 Pro
And iPhone 17 Pro Max
Always deliver exceptional performance
And comfortable handling.
At the heart of the new thermal management system
Is an Apple-designed vapor chamber.
De-ionized water is contained
Within the laser-welded vapor chamber in the aluminum chassis,
Which efficiently draws heat away
From components,
Allowing for more stable performance.
The vapor chamber strategically directs heat
Throughout the system,
Where it is efficiently dissipated and released
Through the unibody machined aluminum chassis.
We used an Apple-designed aerospace-grade aluminum alloy
For its superior thermal conductivity,
Which is 20 times greater than the titanium we used previously.
This special alloy is also significantly lighter,
Making it the ideal choice
For the success of this new design,
While delivering outstanding thermal performance
In a product that remains comfortable
To hold and use.
The aluminum is anodized
In three stunning colors: Polished Silver,
Elegant Deep Navy,
And bold, striking Cosmic Orange.
Prominent design elements include the top plate,
Machined for efficient heat dissipation,
Which provides more space for components
And allows for a larger battery.
By integrating antennas
Around the perimeter of the top plate,
It helped create the highest-performing antenna system in an iPhone.
Thus, every aspect of this design was created
To enhance performance levels
And unleash the full potential
Of the exceptional A19 Pro chip.
The chip features a powerful 6-core CPU,
A high-performance 6-core GPU,
And a neural accelerator integrated into each GPU core.
It also features a larger cache
Than the A18 Pro and more memory.
When the A19 Pro combines with our best
Thermal design ever,
iPhone 17 Pro can deliver
Up to 40% more sustained performance
Than iPhone 16 Pro,
Making it ideal for demanding tasks
Like gaming, photo and video editing,
And using the latest Apple Intelligence features,
And running large language models on-device.
Enjoy visually demanding games like Arknights: Endfield
With hardware-accelerated ray tracing technology
At higher frame rates, hour after hour.
This new design not only delivers
Exceptional performance but also benefits from
Industry-leading iPhone durability.
The glass on the back is further protected by
The unibody machined aluminum design.
In fact, it's no longer glass at all.
Like iPhone Air,
We now use Ceramic Shield on the back.
This provides exceptional strength.
The Ceramic Shield on the back
Is four times more crack-resistant
Than the previously used glass back,
And with a thinner design,
Which provides more space for the battery.
On the front, the stunning display
Is protected by the amazing new Ceramic Shield 2,
Providing industry-leading protection with scratch resistance
Three times better than the previous generation.
And the new seven-layer anti-reflective coating reduces glare and distortion,
Making the screen easier to read
In bright lighting conditions,
Indoors and outdoors.
All these design improvements have enabled us to
Significantly increase battery life.
The result is that iPhone 17 Pro Max has the best battery life
Ever in an iPhone.
In the eSIM-only models,
We leveraged the space from the physical SIM card
To further increase battery size,
Providing an additional two hours
Of video playback per charge,
Enabling up to 39 hours of video playback.
Now, let's talk about the Pro camera system,
Which combines advanced hardware
And advanced computational photography
To capture beautiful photos and videos.
The iPhone 17 Pro camera system has become
More powerful and versatile.
To learn more, here's Patrick.
♪
iPhone 17 Pro and iPhone 17 Pro Max
Feature the best camera system
We've ever made,
With high-resolution sensors
On every camera.
On the front, there's
An 18MP Center Stage camera.
Our new innovative front camera system,
Wider field of view and higher resolution
Are particularly useful
When filming yourself talking directly to the camera,
Making the Pro models
The best choice ever
For content creators.
On the back, the three cameras
Are 48MP for the first time ever.
The sensors are not just 48MP;
All three cameras are Fusion cameras.
We've updated the imaging pipelines
To enhance resolution power,
Meaning you get more detailed photos
At every zoom range and lighting level.
The extended top plate on iPhone 17 Pro is also designed to accommodate
A brand-new 48MP Fusion telephoto camera
With up to 4x zoom at 100mm,
And up to 8x zoom at 200mm.
Our longest optical zoom ever!
iPhone 17 Pro features the next generation
Of telephoto with a tetraprism design
And an enhanced 3D sensor-shift image stabilization system.
This was necessary because it features
A 56% larger sensor
Than the previous generation,
Improving clarity in bright light
And providing better detail
Across all lighting levels.
The new telephoto camera offers
Longer range and more creative options.
The 4x lens at 100mm is a classic lens
For portrait photography,
Offering a flattering perspective
And new framing options.
It's perfect for nature photography,
Freezing action,
And capturing stunning detail.
With the additional 8x lens at 200mm,
We can zoom in even further
With incredible depth of field.
Like the 2x telephoto,
The 8x uses the updated Photonic Engine
Which enhances machine learning integration
In more imaging pipelines.
We apply deep learning models
To reconstruct colors by
Creating the image
From the raw output
Using the quad-pixel sensors.
This preserves natural detail,
Reduces noise,
And significantly improves color accuracy,
Especially in low light.
And now, digital zoom
Reaches 40x for photos.
With the new 48MP Fusion telephoto camera system,
iPhone 17 Pro includes
The equivalent of eight Pro lenses in your pocket.
We put iPhone 17 Pro
In the hands of elite global photographers
To take a look at some of the amazing photos
They captured.
♪
These photos are absolutely beautiful!
Now, let's talk about video.
Pro models are already leading
In smartphone video capture,
Combining quality, format support,
And seamless integration
With professional workflows.
For professional systems, you need to look for
Specialized professional camera systems.
No other smartphone compares.
We're even filming this event
Using iPhone 17 Pro.
How amazing is that!
Incredible professional features like
Dolby Vision HDR format,
4K120, ProRes Log,
And ACES support are among the features
Loved by filmmakers,
Who also love that iPhone
Allows them to get closer to elements
With more lightness and flexibility.
This year, we're introducing some of our most requested
Pro video features
That allow iPhone
To integrate more seamlessly
With the largest and smallest productions.
We're adding ProRes RAW capture support,
The industry-leading video codec developed by Apple,
Which records all the information
Captured by the camera sensor
To provide unparalleled flexibility
In post-production.
It's ideal for high dynamic range videos,
And since its release,
It has become the standard for productions requiring
The highest levels of control and quality.
ProRes RAW capture is supported by
Final Cut Camera
And Blackmagic Camera,
And APIs are available for other developers.
We're also adding Genlock support,
Which allows for ultra-precise video synchronization,
Which is particularly useful
For content creators and broadcast professionals,
Whether you're using multiple cameras
Or on-screen graphics.
Genlock allows for precise and professional transitions
Without hours of frame-by-frame alignment.
When using a set of cameras,
Genlock enables advanced filmmaking tools
And techniques like time-linking,
Or "time slicing,"
Which allows filmmakers to change
The audience's perspective while freezing time.
Genlock is supported via
The new Blackmagic Camera ProDock,
And we have APIs available for others as well.
We're excited to include these advanced filmmaking tools in iPhone
And make them more accessible and affordable.
iPhone 17 Pro is truly setting new standards.
And to provide a complete experience,
We've also designed a new range of accessories.
Introducing the TechWoven case with an innovative new material
Made from a woven fabric
Through a technical process
That uses multi-colored threads
To create a stunning and sophisticated look,
While the protective layer provides
Scratch and stain resistance.
We also have clear cases, as well as
A range of great silicone colors.
All our cases feature
A new button design that offers a better feel
And greater precision than before.
The stunningly beautiful and functional shoulder strap
You saw with iPhone Air
Is designed to pair with the TechWoven case
For iPhone 17 Pro and 17 Pro Max,
As well as silicone cases
For all iPhone 17 models.
This is iPhone 17 Pro.
It's the most powerful and versatile iPhone
To use ever.
A massive upgrade with a stunning display
And the power of the A19 Pro chip
To deliver the best performance ever.
It also offers
A huge leap in battery life,
48MP Fusion cameras
On the back and 8x zoom,
Along with the innovative Center Stage camera
On the front.
Plus support for the latest features
In iOS 26 and Apple Intelligence,
And much more.
Let's experience iPhone 17 Pro at its peak performance.
♪
Professionalism personified.
iPhone 17 Pro.
This is undoubtedly the best iPhone lineup
Ever.
All new models
Start with 256GB of storage
To give you extra space
For your photos, videos, apps, and memories.
iPhone 17 starts at $799,
Maintaining the same great price.
iPhone Air starts at $999,
And iPhone 17 Pro starts at $1099,
At the same great price as last year
For the 256GB iPhone 16 Pro.
And for the first time, a 2TB configuration is available
On iPhone 17 Pro Max.
We also offer amazing deals
From Apple and our partners.
You can get up to $1100 off
When you trade in an iPhone 13 Pro or newer,
Regardless of its condition.
And the iPhone lineup starts
At just $599 for the iPhone 16e.
Pre-orders for all new models begin
On Friday, and they will be available
Starting September 19th.
And now, back to Tim.
These iPhone 17 Pro models
Are our most advanced
Professional models ever.
And this new iPhone lineup represents
The biggest leap for iPhones yet.
These products and innovations
We've introduced today,
Along with the power of Apple Intelligence,
Will enrich people's lives
In many diverse ways.
They reflect our strong commitment
To designing industry-leading products and experiences.
We always believe that designing products
With great care and meticulous attention to detail,
Materials, technology, and interaction methods,
Yields results that profoundly impact our lives
And contribute to changing the world for the better.
Thank you very much for joining us.
Have a wonderful day.
♪
Shot on iPhone, edited on Mac.