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Home » Apple CEO Tim Cook at iPhone X September 2017 Event Keynote (Transcript)

Apple CEO Tim Cook at iPhone X September 2017 Event Keynote (Transcript)

Tim Cook

Here is the full transcript of Apple Big iPhone X, iPhone 8, iPhone 8 Plus – Special Event September 2017 keynote. This event occurred at the newly opened Steve Jobs Theater in Cupertino on September 12, 2017. This event was hosted by Apple CEO Tim Cook and other executives from Apple and other companies.

Speakers at the event:

Tim Cook – CEO, Apple Inc.

Angela Ahrendts – SVP of Retail, Apple

Jeff Williams – COO, Apple

Eddy Cue – SVP of Internet Software and Services, Apple

Jenova Chen – CEO, thatgamecompany

Phil Schiller – SVP of Worldwide Marketing at Apple

Atli Mar – CEO and Co-founder of Directive Games

Craig Federighi – SVP of Software Engineering, Apple

[Video clip: (Steve Jobs’ voice) There’s lots of ways to be as a person. And some people express their deep appreciation in different ways. But one of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful and put it out. And you never — you never meet the people, you never shake their hands. You never hear their story or tell yours but somehow in the act of making something with a great deal of care and love, something is transmitted there. And it’s a way of expressing to the rest of our species our deep appreciation. So we need to be true to who we are and remember what’s really important to us. That’s what’s going to keep Apple, Apple, as if we keep us, us.Video concludes]


Tim Cook – CEO, Apple Inc.

Thank you. I love hearing his voice and his inspiring message. And it was only fitting that Steve should open his theater.

Thank you.

It is the honor of a lifetime to be the first to welcome you to the Steve Jobs Theater. Steve meant so much to me and so much to all of us. There is not a day that goes by that we don’t think about him. Memories have especially come rushing back as we prepared for today and this event.

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It’s taken some time but we can now reflect on him with joy, instead of sadness. Steve’s spirit and timeless philosophy on life will always be the DNA of Apple. His greatest gift, his greatest expression of his appreciation for humanity, would not be a singular product. But rather it would be Apple itself. We dedicate this theater to Steve because we loved him, and because he loved days like this where he could share our latest new products and new ideas with the world. And we do so not only to pay tribute to Steve but to inspire the next generation of creators and innovators.

Steve was a genius and one of the many ways that he showed that was in his uncanny ability to unlock the talent of everybody that he worked with. He thought deeply about our workplace and its surroundings. And he believed that they should inspire talented people to do their best work.

So over a decade ago, he began to work on a new campus for Apple. His vision for Apple Park was to create an incredible workplace of the future where engineers and designers could all be together, collaborating on the next generations of Apple product to change the world.

Steve’s vision and passion live on here at Apple Park and everywhere in Apple. Today and always, we honor him.

Thank you.

We’re here today to talk about some incredible products. But before we get to that, I’d like to take a moment to talk about what’s happening in Florida and Texas, Southeastern United States and across the Caribbean. Our hearts go out to all of the people whose lives have been disrupted by hurricanes Irma and hurricane Hardy. You’re in our thoughts. We send you our strength. You are in our prayers.

Apple is working closely with relief and recovery efforts through Hand in Hand and the American Red Cross and in addition to Apple’s direct contributions, we’re making it really simple for the entire Apple community to donate via iTunes and the App Store. The Hand-in-Hand benefit for hurricane relief airs tonight on all of the major broadcast networks and I encourage you to watch it. And however you choose to give, I hope that you open your heart to this important effort. Thank you.

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Now let me tell you a little bit about our new home. We’ll start moving in Apple Park later this year but of course such a large move is really more of a process. And the first big step is the opening today of the Steve Jobs Theater. It’s the most state-of-the-art, purpose-built theater ever built for events just like this one.

Apple Park has been built to reflect Apple’s values for both technology and the environment. It connects — connects extraordinarily advanced buildings with the rolling parkland to form an open and inspiring environment for our teams to create and collaborate. The park itself was converted from a sea of asphalt into a 175-acre green space with over 9000 trees.

Apple Park is designed to be seamless with nature. It’s open, transparent. It brings the outside in and connects everyone to the beautiful California landscape. It’s powered by a 100% renewable energy. And in fact, we have one of the world’s largest on-site solar installations right here. And just like everything we make, Apple Park has been designed with extraordinary attention to detail, incredible precision, and really beautiful materials.

We’ve got a great Visitor Center which will be opened later this year where we will welcome everyone. And inside the Visitor Center, you’ll find an incredible augmented reality experience where you can learn more about Apple Park, its design and its innovations.

You’ll also find a fantastic new Apple retail store. As you know, Apple Retail has always been about more than selling. It’s about learning, inspiring and connecting with people.

Now our stores are also the best place to go discover, explore and experience our new products. So before we get to some incredible products, we’d like to give you an update on retail. And to do that, I’d like to invite Angela up. Angela?

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