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

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

Now the iPad, the iPad is driving the post-PC revolution at a breathtaking pace. Our latest iPad which has a stunning retina display, a super fast A5 chip and LTE was announced in March and the reviews had been phenomenal. Here’s one from Ed Baig of USA Today. “The new iPad snatches the crown from its predecessor as the finest tablet you can buy.” And our customers have responded to this.

Just last quarter, we sold a whopping 17 million iPads setting an all new record for iPad sales. Now, to put this achievement in some perspective, we sold more iPads than any PC manufacturer sold of their entire PC lineup. Yes, we are in a post-PC world. Now this brings our total to 84 million units which is absolutely shocking when you think that this is a product category that didn’t even exist two and a half years ago.

Now, our competitors have taken note of this. And over the last year, they’ve launched hundreds of tablets to compete. And so, how has iPad fared in this period of time? Well, if you look at the last — a year ago, iPad had a 62% market share. So what happened over the last year with hundreds of new tablets coming to market? Well, the latest data shows iPad with 68% share. It actually went up. And the gap is even more staggering when you look at usage statistics.

iPad accounts for 91% of the web traffic of all tablets. Now, I don’t know what these other tablets are doing. They must be in warehouses or on store shelves or maybe in somebody’s bottom drawer, you know. Now, iPads are being used everywhere by everyone, from consumers to educators, to students and even enterprise. As an example, almost all of the Fortune 500 are testing, are deploying iPad, and they’re investing in custom apps. This is something none of them do on the PC. Apps like this one from GE Capital which helps them manage the business on a real time basis, or this one from Mayo Clinic which helps thousands of doctors deliver better patient care, or this one from Ducati which helps dealers custom configure bikes for their very lucky customers.

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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.

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