Here in a special event presentation on September 30, 2013, Apple CEO Tim Cook and other members of the management team introduced to the world a whole new set of iPhones – iPhone 5c, iPhone 5s which the Apple CEO calling it “as the most advanced iPhone ever with our most forward-thinking technologies” as well as the iOS 7, “the biggest change to iOS 7 since the original iPhone”. Below is the full text of the special September event transcript:
Tim Cook – CEO, Apple
Good morning. It’s great to see everyone. Thank you very much for joining us, and welcome to Cupertino.
A special welcome goes out to those joining us in Beijing and Berlin and Tokyo this morning. We are really excited to show you a few things this morning that we’re really proud of. But before we dive into that, I’ve got some updates on some exciting things happening around the company this month in September.
The iTunes Festival began earlier this month. The iTunes Festival is the perfect way for us to celebrate our passion for music with some of our favorite artists. This is the seventh year in a row we’ve been running the festival. And this year is the best one yet. It’s 30 unforgettable nights of live performances in London. We had the most incredible line-up with global superstars and stellar emerging artists. It’s really some incredible headliners.
Lady Gaga opened the festival and she performed her new full-length album before it was released. And we can’t wait to see Justin Timberlake and Katy Perry and so many of the others. All the concerts are held here in the historic Roundhouse in London. It’s a beautiful incredible intimate place to see a concert. And despite it being the hottest ticket in London, we don’t charge anything to get in.
Now, as you might guess, demand for these concerts have been off the charts — 20 million people applied for tickets. It’s like an opening weekend for product. Now we wanted everyone to enjoy this experience. And so we’re live streaming the concerts over a 100 countries and many of these — many of the concerts are also available on demand. Andy’s team prepared a simple and elegant app, and so fans can enjoy the concerts on their iPad, or iPhone or they can join on their Mac or PC and iTunes or you can enjoy it on Apple TV in beautiful HD quality. The enthusiasm and excitement around the festival is just incredible. And we prepared a video and I would love to show it for this morning.
It’s a month of incredible music. I’d really encourage you to catch a couple of concerts; they’re unbelievable.
Also this month, we have a lot of excitement in retail. As many of you know, we’ve been expanding our footprint outside the United States but this month, our attention turns home. A few miles from here, in Stanford Shopping Center, we’ve had this small 1,100 square foot store and despite the size of it, our teams have served 5 million customers there, in just nine years. And they’ve recently been serving 2000 per day in the space.
Now this store has long been overdue for an expansion, and this weekend, we replaced it with this store. This store is a gorgeous pavilion design with glass on three sides and a cantilever groove supported by the three sides of glass. It’s an architectural marvel. It’s absolutely stunning. It’s also over 8 times the size of the other store that you just saw.
Now the store consists of two rooms. In the front room, you can get your hands-on on all of our products. You can have a really hands-on experience. And in the other room, you have access to all of our services from the Genius Bar to personal setup to one-to-one training. This was the opening. It was really great, lot of excitement. That’s our new Stanford store. I would encourage you to drop by after today’s event. It’s really great to see. Our retail teams do an incredible job. They do retail like no one else.
Now, also this month, we’ve been hard at work on completing iOS 7. Of course, iOS 7 is the latest version of the world’s most advanced mobile operating system. And next month, we will ship the 700 millionth iOS device. And since we make updates easy and make them available to as many customers as possible, iOS 7 will quickly become the world’s most popular mobile operating system. It’s packed with amazing new features and a stunning new user interface, and to tell you all about it, I’d like to add invite Craig up. Craig?
Craig Federighi – SVP, Software Engineering, Apple Inc.
Good morning. These are exciting times. It was just three months ago at a WWDC [Apple Worldwide Developers Conference], we first unveiled iOS 7, and we couldn’t be more thrilled with the response. And now soon we’re going to witness an event, really almost unprecedented in our industry, when virtually overnight hundreds of millions of people download iOS 7 and begin a fantastic new experience with their devices. Let’s take a look at what they have in store.
iOS 7 design and its features
It starts with the lock screen. It’s so gorgeous with its edge-to-edge design, precise typography. When you swipe into the home screen, get these gorgeous animations as these icons come in with their harmonious layout, their precisely chosen color palette. But iOS 7 is so alive with depth and not through artificial shadows or borders but the way the device responds to the motion of your hand with a parallax effect. And this deep layering is conveyed across every experience of the device. So as you swipe up from the bottom of the display, you bring up controls and you see that layer — semi-transparent layer with these handy controls. You can turn on airplane mode, access your music, even turn on a flashlight.
This extends as well to experiences like notification center. You can pull down from the top and now from anywhere, including the lock screen, it’s incredibly handy. You can find it where you next need to go. And because an iOS 7, your device actually learns when and where you commute, it can recommend where you need to go and how long it will take you to get there with current traffic conditions – it’s totally handy.
Now we’ve also made search more convenient than ever before in iOS 7. From any screen on your home screen, you can pull down and search for whatever it is you’re looking for and find it — just like that.
Now the experience in iOS extends throughout all the applications. A great example is the weather app. You see the edge-to-edge design, the precise typography, the subtle animations. And if you double-click on the home button, you’re taken into multi-tasking, or all your apps are kept up-to-date. And just tab like for instance on Safari and bring an app forward. And Safari in iOS 7 is fantastic. We have a new tab — you just tab on the lower right of the screen, can overview all of your tabs. Pick a tab, it slides forward. Start browsing and the controls just elegantly fade away, letting you focus on your content.
Now Siri is massively improved in iOS 7. Just hold down on your home button, go into Siri, you can say things like what’s Lady Gaga saying. “Searching on Twitter. Okay, here are the tweets.” You see that Siri can now draw on the latest tweets but you also notice that great new high quality female voice. You can also select between a new high quality male voice as well. “Okay, here are some sweets.”
And in addition to Twitter, Siri can now draw on information from Wikipedia, inline websearch and great photo search as well. Now the voices aren’t the only place for the sound in iOS 7 is improved. When you receive a call, you may hear something like this…. Now you may miss a call due to your dancing, but it’s okay. We still have voicemail. So it’s so good. We’ve improved the system alert sounds as well. You have lots of options like this….it’s kind of cool. In addition to these and many others, we have all the old classics as well but remastered the sound better than ever before.
Now of course, one of the most important things we do with our phones is capture memories. We do that with the camera app. In iOS 7, the camera is better than ever. You can easily swipe between your different cameras like your video camera, a new square aspect ratio camera. You can tab in the lower right and get access to live photo effects. You can apply them right while shooting, or after the effect when you add it. But what I really love with photos in iOS 7 is the way, instead of a flat camera roll, I can actually get my photos automatically grouped by moments, based on the location in time when they were taken. And if I want to zoom back those moments are collected into related collections, for instance, an entire vacation, automatically pulled together into a single collection. And I can pull even further back into the year view. It’s just stunning. I get to see my entire years’ wall of colors.