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

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.

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.

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?

Angela Ahrendts – SVP of Retail, Apple

Good morning. Thank you. It’s great to be here. And I love the fact that the same team that designs Apple Park also designs our largest retail stores around the world. But it’s funny, because we actually don’t call them stores anymore; we call them Town Squares, because they’re gathering places for 500 million people who visit us every year, places where everyone is welcomed and we’re all of Apple comes together.

But what really brings it all to life, as Tim said, are our incredible teams. We’ve always said that our people are our soul and they’re Apple’s greatest differentiator because they bring personal connection to communities all over the world. They humanize technology.

But along with our amazing teams, our commitment to design also sets us apart, to make things simple, beautiful. And that’s why we think of Apple Retail as Apple’s largest products and like all of our products we’ve designed new features to take the customer experience even further.

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In our largest cities where we can, we create a plaza, a space open to everyone, come in and relax, meet up with friends or just listen to a local artist on the weekends. Inside we’ve designed a forum, a place for customers to come and create, collaborate or just connect again with one another.

For local entrepreneurs and app developers, we have a quieter space in the larger stores called a boardroom where they can learn more from our teams or again share with each other.

And the Genius Grove, a redesigned, more relaxed cervix experience now in the heart of our larger stores.

And lastly the Avenues – kind of like shop windows around the Town Square. They’re carefully curated and they change seasonally to always feature our newest products and services. And this summer, to turn on these new features, we’ve launched Today at Apple, our in-store experience designed to inspire customers to go even further with their passions.

We started with things that are core to Apple’s DNA — things people most use their devices for and they trust us to teach them, like photography, music, gaming and app development. We’ve created new programs like Photo Walks where customers can perfect their photography skills with features like portrait mode and memories and we do all of this in a really fun social way by taking them out to the neighborhood to explore with each other.

Or Swift Playgrounds where the next generation app developers can begin to learn the basics of coding. And one of my personal favorites: Teachers Tuesdays where our teams help local educators stay updated on the newest technologies and apps.

In some of our larger stores, sessions are led by local artists like this Music Lab called The Art of Beat Making with the RZA and the ROLI team in Brooklyn. These sessions in all stores are led by our creative team and a new position we call a Creative Pro. So the Creative Pro is now the liberal arts as the genius has always been to technology and I would love to show a quick video to show you how Today at Apple is coming to life.

[Video clip]

We’ve just started. We’ve just started but the feedback has been fantastic. Customers are telling us they love the role that Apple Retail is playing in their community.

So what’s next?

Well, we’re going to continue to open Apple Town Squares in the top cities around the world. We’re going to invest in online and we’re also going to continue to reinvest in our 400 classic locations, including Apple Fifth Avenue in New York City where we’re opening up the Plaza to allow natural sunlight to come in, into a greatly expanded space below. And you can see the glass cube will return when reopened late next year.

And in Paris, we’re restoring an entire historic building on the iconic Champs Elysées. We’re turning a five-story atrium into our largest forum. Early next year we’re transforming a theater beneath Piazza Liberty into a modern-day Town Square for Milan. Just imagine movie night there next summer.

And we’ve recently announced an ambitious project to restore Carnegie Library in the heart of our nation’s capital. We can’t think of a better place for Today at Apple programs than a building originally created for the city to access knowledge and unlock their potential.

And I’m thrilled to personally announce the opening of our newest flagship store in the heart of the Midwest, Apple Michigan Avenue in Chicago on October 20. Our team has designed a spectacular pavilion that seamlessly connects the Plaza to the Promenade as a part of the city’s plan to transform the Chicago river front.

So that’s a brief highlight, just a couple of things we’ve been working on, and as Tim said, Apple’s Retail purpose has always been to enrich lives. So a huge thank you to the 65,000 Apple Retail employees around the world whose passion, energy and commitment in serving all of us every day and ensuring all of Apple comes together, it’s brilliant. Thank you.

Tim Cook – CEO, Apple Inc.

Thank you. Thanks Angela. I am really excited — I’m really excited about all the incredible things going on in Retail, that I am especially proud of our unbelievable retail team. It’s the best place to go experience our new products. And so let’s get going on telling you about what we’re going to launch today beginning with Apple Watch.

Apple Watch was designed to help people stay active, motivated, and connected so that they could live a better day. And I’m happy to tell you that more people are doing that than ever before. Since the launch of the Series 2, the Apple Watch has experienced phenomenal growth. In fact, last quarter Apple Watch grew over 50% compared to the previous year. This is incredible!

Now, last year we told you that the Apple Watch had already become the number two watch in the world. Today I’m thrilled to tell you the Apple Watch is now the number one watch in the world. But what’s most rewarding to us is how much our users love it. We have an industry-leading customer satisfaction rate of 97%. This is blow-away.

People write to us all the time and tell us how the Apple Watch is helping them lead a healthier life. These stories are unbelievable and we prepared a video so that you could hear directly from them what they’re telling us. I’d love to play it for you.

[Video clip]

Those stories are so moving, and there is really no words to describe what it feels like to receive this. I’d like to thank everybody in the video for sharing their personal experience with all of us.

We have some great news about the future of Apple Watch, and to share it with you, I’d like to invite Jeff up. Jeff?

Jeff Williams – COO, Apple

Thanks, Tim. Those stories are really great and it’s really inspiring to us that so many people are getting healthier without Apple Watch. And with watchOS 4, they’re going to be able to do even more. We’re adding smart activity coaching which is going to help more people close more rings more often, a completely redesigned workout app with high intensity interval training, new features for swimmers like auto-sets and GymKit, an industry first. It’s really simple; you just tap your watch on machine, get going and all your metrics are in sync.

One of the things that enables these fitness features is the Apple Heart Rate Sensor and it’s been at the core of Apple Watch since the very beginning. And today it’s the most used heart rate monitor in the world, and we want to use it to help even more people.