Home » Apple September 12, 2018 Event Keynote (Full Transcript)

Apple September 12, 2018 Event Keynote (Full Transcript)

Tim Cook

Here is the full transcript of Apple’s 2018 September launch event. Apple’s CEO Tim Cook and other executives of the company launched long-awaited iPhone XS, iPhone XS Max, iPhone XR, Apple Watch 4 and others. This event took place on September 12, 2018 at Steve Jobs Theater.


YouTube Video link:


Speakers at the event:

Tim Cook – CEO, Apple Inc.

Jeff Williams – COO, Apple

Dr. Ivor Benjamin – President, American Heart Association

Phil Schiller – SVP of Worldwide Marketing at Apple

Kaiann Drance – Senior Director, iPhone product marketing

Todd Howard – Game director, Bethesda Game Studios

David Lee – CEO of NEX Team

Atli Mar – CEO of Directive Games

Lisa Jackson – VP of Environment, Policy and Social Initiatives, Apple


Tim Cook – CEO, Apple Inc.

Thank you, thank you, thank you, thank you.

Good morning. Thank you.

Welcome to the Steve Jobs Theater. Wasn’t that a fun video?

Things certainly do get hectic around here leading up to days like this, but they’re also magical days because we get to share our latest innovations with you.

As you know, Apple was founded to make the computer more personal. Of course, first with the Apple 2 and then later with the Mac. Over the years, we’ve taken this mission further than anyone could have imagined.

We’ve created several categories of technology that have had a profound impact on people’s lives. From the iPod to the iPhone to the iPad to the Apple Watch, and we’ve completely reinvented the retail experience, making it more personal and engaging.

Our stores have become part of the community. They’re open, beautiful, inspiring places to learn and gather. Like this gorgeous store, the Apple Piazza Liberty, it’s revitalizing a plaza in the heart of Milan.

The store opened to thousands of customers who came to experience a weekend full of events, and we know it’s going to be popular for years to come.

In fact, our Apple stores are now welcoming over 500 million visitors per year. Thank you.

We love that so many customers had the chance to experience our products first hand and get the personal help that they need to get the most out of them. Of course, we aim to put the customer at the center of everything that we do. That’s why iOS is not just the world’s most advanced mobile operating system, it’s the most personal.

We’re about to hit a major milestone. We are about to ship our 2 billionth iOS device.

This is astonishing. iOS has changed the way we live, from the way we learn, to the way we work. To how we’re entertained, to how we shop, order our food, get our transportation, and stay in touch with one another.

And of course, how we capture the moments of our lives and share them with those we love. It’s amazing how our mission started with personalizing technology for the desktop to now seeing the many ways that we’ve made it more personal in so many aspects of our lives.

So it’s only fitting that today we’re going to tell you about two of our most personal products, the ones that are with you everywhere that you go, and how we’re going to take them even further.

So let’s get started with the Apple Watch.

We’re thrilled by how much the Apple Watch has grown in such a short period of time. I mean to think this category didn’t even exist just a few years ago, and now Apple Watch is being embraced by so many people around the world.

Apple Watch is not only the number one smart watch in the world, it’s the number one watch, period.

Apple Watch has redefined what a watch can do for you. It’s the integration of breakthrough technology and powerful software and world-class services that bring it to life.

For millions of people around the world, Apple Watch has become an indispensable part of their daily lives by helping them stay connected, to be more active, and to live a healthier day.

To tell you how we’re going to take Apple Watch to the next level, I’d like to invite Jeff.


Jeff Williams – COO, Apple

Wow, thank you, thank you.

We’re humbled and inspired by how Apple Watch has become such an important and even essential part of people’s lives, and it’s becoming more indispensable in three areas in particular. It keeps you connected to the people and information you care about with phone calls and messages and notifications right on your wrist, and cellular lets you stay connected with just your Apple Watch, even if you leave your phone behind.

Fitness is at the core of Apple Watch, encouraging you to be more active by closing your rings and tracking your workouts, and now you have built-in GPS. It’s swim proof, and it even automatically detects when you’re working out.

And health. Health has been at the core of Apple Watch as well. Apple Watch put heart rate monitoring right on the wrist, and while you could always check your heart rate, Apple Watch now looks in the background and notifies you if it detects an elevated heart rate. This may seem like a simple change, but we see this in our customer letters. It’s a profound change. Apple Watch has become an intelligent guardian for your health.

Today, in each of these areas, staying connected, living an active life, and managing your health we’re taking Apple Watch to the next level.

And now, I’d like to introduce the next generation of Apple Watch.

[Video clip]

Apple Watch Series 4. Everything about it has been redesigned and reengineered. Every detail has been thoughtfully considered and it’s just beautiful.

It all starts with a stunning new display. We pushed the screens right to the edges, and we curved the corners to perfectly match the shape of the watch. And the screens are significantly larger. In fact, they’re over 30% larger.

And we’ve done this with minimal changes to the case size. Series 4 is thinner, so there’s actually less total volume than in Series 3. And to take advantage of the new display, every part of the UI has been redesigned. You’ll see more in maps and photo and calendar, and we’ve created new complications. They look beautiful, and they show even more information and detail.

And we’ve also designed a brand-new watch face with up to eight complications that really brings them to life. And you can customize it with the things you care about.

Now, you can add loved ones to your watch face and simply tap to connect with them. Or if you’re traveling, you can customize the watch face to track the different time zones.

Or maybe you want to create the ultimate health and fitness watch.

We also redesigned the modular face with more detailed and graphical information from apps like stocks and heart rate and activity and even apps from our developers, so now you can track the live score of your favorite team with MLB at Bat. Your boarding information will appear right on your watch face with the Quantas app.

Or you can glance at nutritional intake with the Lifesum app.

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