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.

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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.

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