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]