Apple Keynote iPhone 5 – Special Event September 2012 (Full Transcript)

Now of course the App Store is the place for all of us. It’s the most vibrant app ecosystem on the planet. And we’ve recently crossed 700,000 apps in the store with — And 250,000 of those have been specifically tailored for iPad to take full advantage of the larger beautiful canvas.

Now, there’s something in the App Store for everyone. And believe or not, every app seems to have its fan, or fans. In fact, 90% of the apps that I just showed you, the 700,000, are downloaded each in every month. And the average customer now is using over 100 apps. The App Store has been an absolute revolution. It’s phenomenal.

And together, with the incredible products, these have helped us achieve another huge milestone. Last quarter, we sold our 400 millionth iOS device. This is amazing. No one could have predicted this. Now, today, we’re taking it to the next level making a huge leap. We have some very exciting news to tell you about iPhone. And to do that, I’d like to invite Phil Schiller to take you through it. Phil?

Phil Schiller – SVP, Worldwide Marketing, Apple Inc.

Good morning. It’s really neat to stand here and see all the Apple logos going from all the computer screens facing me. Well, we’re here to talk about the iPhone. We launched the first iPhone in 2007. And what an incredible breakthrough it was for the entire industry. I think Time Magazine put it the best, when they put iPhone on the cover of the magazine. They called it “The innovation of the year” and they wrote that it is “the phone that has changed phones forever.” And boy, were they right. It simply went on to become the number one smartphone in the world.

We started with that first iPhone. And each and every year, we introduced new versions with new features, new innovations. Each time, setting a new bar for what is the gold standard in the phone marketplace. And we’re going to do that again today. Today, we’re going to introduce iPhone 5. And I’d like to show it to you right now.

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So let’s take a look at the brand new iPhone 5. Is it an absolutely jewel. It is the most beautiful product we have ever made, bar none. We’ll put up video up on screen so you can see it even bigger, since it’s so small. And this is iPhone 5. I’m going to take you through it. And I hope when we’re done, you’ll love it just as much as we do. Thank you.

So, iPhone 5, it is made entirely of glass and aluminum. It’s designed and built to an exacting level of standard unlike anything we or anyone in our industry has made before. And I don’t think it is an exaggeration to say that the hardware and software engineering that has gone into this product is the most challenging our team has even taken on. And what they’ve accomplished is simply amazing. So let’s walk through it.

First, iPhone 5 is the thinnest phone we have ever made. It is the lightest as well. The new iPhone 5 is just 7.6 millimeters thin, that’s 18% thinner than the iPhone 4S. And best of all, it’s the world’s thinnest smartphone. It also weighs just 112 grams, that’s 20% lighter, 1/5th lighter than the iPhone 4S. 4Volumetrically, it’s smaller as well.

So before we get into it, this is the monumental challenge the team had. Can you make a phone that has everything the iPhone 4S has before we even talk about new features and the design that’s thinner, lighter and smaller than the previous product? It is really easy to make a new product that’s bigger. Everyone does that, that’s not the challenge. The challenge is to make it better and smaller. So let’s start with the product.

It starts of course with the display. iPhone 5 is a retina display, the same 326 pixels per inch and it is a stunning display in every way. Every iPhone to date has had a 3.5- inch screen but the new screen on iPhone 5 is a 4-inch display. In terms of pixels, it’s 1,136x 640, so the same width but taller giving it a natural 16:9 aspect ratio.

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But why would we design it that way? What is the design center for a phone? It’s this, it’s your hand. A phone should feel great in your hand and more importantly, should be easy to use with this magical device we all carry called a horizontally opposed thumb. It does most of the hard work for us. So when you carry your phone, it should fit beautifully in your hand. It should be easy to send messages, type e-mails, surf the web and it’s just how we designed iPhone 5. This display is simply amazing.

Let’s zoom in a little closer. You see with the vertical pixels now we’re able to add a fifth row of icons to your home screen, so more apps on every screen. And all the software that comes on the iPhone 5 has been updated to take advantage of this display, so you see more of the web when you’re surfing Safari. You see more of your e-mail and mail. Your calendar shows more events. And as you probably know when you turn your calendar sideways in the iPhone, it automatically goes into week view, and now you see a full five-day work week where previously it was just over three days. It’s a really useful view. And all of our software is being updated as well to take advantage of this display, our iWork applications. So Keynote, Pages, Numbers, all take advantage of this gorgeous display. Our iLight software as well, iPhoto, iMovie, GarageBand, there’s much more room to work and play.

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