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

Series 3 comes in a wide variety of cases and bands. We have a beautiful new gold aluminum finish along with silver and space gray. We’re excited to introduce a new band we call the Sport Loop that’s designed for an active lifestyle and it’s light, stretchy and breathable. For Apple Watch Nike+, we have exclusive new colors and they’re releasing a new version of their Nike+ Run Club app with great new features like in-run audio coaching. And we have some wonderful colors across all of our bands that you just have to see in person.

We have a great partnership with Hermès and the tradition continues this year with some new watch face styles, some beautiful new bands like the one on the left that’s inspired by the classic Hermès driving glove. And last year we introduced a white ceramic watch. This year we’re adding a ceramic watch in a gorgeous grey finish. All of these watches were built with a great deal of care as well as a concern for the environment and they’re free of these harmful materials.

So that’s Apple Watch Series 3, cellular, GPS, swim-proof, 70% faster dual-core processor, barometric altimeter, all the features of watchOS 4 and it still has all-day battery life up to 18 hours across a mix of LTE, Bluetooth and Wi-Fi.

We have two versions of Series 3. There’s one with cellular at $399 and a version without cellular that has all the other great features at just $329. And we’re going to keep Series 1 in the line at a new starting price of $249.

Series 3 cellular will be available in these nine countries with these 14 carriers at launch and six more coming later in the year. And we’ve worked with each of these carriers and they each have a special introductory offer for Series 3. So it’s going to be great. And we are offering the Series 3 without cellular in these 26 countries at launch. Orders will begin September 15 and availability will be September 22.

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That’s the update on Apple Watch. And now back to Tim.

Tim Cook – CEO, Apple Inc.

Apple Watch is the ultimate device for a healthy life and the Series 3 takes that to a whole new level.

Now, Jeff showed you some very cool things you can do with the cellular function in Series 3. And one of those is to stream 40 million songs right on your wrist. We’ve made a great ad showing just that. I’d love to play it for you.

[Video clip]

This is a big moment for Apple Watch, and we think you are going to love it.

Next up, I’d like to turn your attention to Apple TV.

Apple TV has changed the way we experience television, simplifying the way that we discover and enjoy movies, TV shows, sports, news, games, apps and so much more. In fact, we’ve just been awarded our second Emmy for Apple TV. Thank you. This Emmy was in recognition for how Siri makes it so easy to search, discover and interact with your TV content. We’re really – we’re really proud of the efforts we’ve made to improve the TV experience.

Now throughout the history of TV, there’s been a few key inflection points that have changed the way we experience television. It, of course, all began with black and white, and it was first transformed with the introduction of color. It took a huge step forward with the advent of HD. Each stage brought with it a more true to life experience, a more immersive experience.

Now we’re at the next major inflection point. One that has the most stunning visuals ever that are ideal for the large TV screens that are coming into our living rooms. This will bring cinematic quality to virtually everything that you watch. That’s why I am so excited to introduce Apple TV 4K.

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At the heart of Apple TV 4K are two key technologies that are driving this next evolution of the TV experience. And to tell you all about them, I’d like to invite Eddy to the stage. Eddy?

Eddy Cue – SVP of Internet Software and Services, Apple

Thank you, Tim. It is really great to be here tonight. Apple TV 4K is incredible and it starts with two big advancements in picture quality.

First, it’s 4K. Let me show you. This is an image in 4K. It’s got incredible detail. That’s possible because 4K has four times the number of pixels as HD. But resolution isn’t everything. There’s an even bigger advancement that’s more important, and it’s called High Dynamic Range or HDR. While 4K is about the number of pixels, HDR is about better pixels. Let me show you.

Here is that same 4K image, and here it is an HDR. Look at the color, the details. Apple TV can do this, because it supports the industry standard HDR10 as well as Dolby Vision, the best HDR experience.

Now Apple TV 4K with HDR delivers the highest picture quality ever, and to show you we’ve installed a state-of-the-art Dolby 4K HDR cinema projector in the theater. So let’s dim the lights and let me show you the new Apple TV.

Now we remastered our screen savers, our customers love this to take full advantage of 4K HDR. Here we are in Dubai and even at night, you can see incredible details in the buildings and the cars on the road.

And here’s a city shot that really shows off the Christmas and sharpness that’s possible in the new Apple TV. Now we’ve redone the whole Apple TV UI in 4K. The texts are sharper, the images are brighter and more vibrant.

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