Home » Apple Watch, MacBook Keynote March 2015 Spring Forward Event (Full Transcript)

Apple Watch, MacBook Keynote March 2015 Spring Forward Event (Full Transcript)

Tim Cook

Full Transcript of Apple CEO Tim Cook keynote on Apple Watch, new MacBook and many more on this special March 9, 2015 Spring Media event in San Francisco.


Tim Cook – CEO, Apple Inc.
Richard Plepler – CEO, HBO
Jeff Williams – SVP, Operations, Apple
Phil Schiller – SVP, Apple
Kevin Lynch – VP Technology, Apple

Listen to the MP3 Audio here: Apple Watch, MacBook Keynote March 2015 Spring Forward Event – Part 1

Tim Cook – CEO, Apple Inc.

Good morning. Good morning. Good morning. Thanks everyone for joining us this morning and welcome to San Francisco. What you just saw on that video was the opening of our latest store in Westlake, China. It’s in Hangzhou, China. It is an incredible place and it’s a new gorgeous new design. The architecture is amazing with a cantilevered second floor. It’s absolutely breathtaking and it’s the perfect place to experience our products: open, right and of course with a great team and this is the way we love to see our stores. With wonderful customers and an amazing team, these stores are really brought to life. They are the heart and soul of our retail team.

Now we are really proud to have this fantastic new home in China. We’ve actually opened six stores in China in the last six weeks alone. We now have 21 stores in China and we have a very aggressive plan to be at 40 by mid next year. We now have 453 stores in 16 countries. These are the best place to discover and explore our products and get world-class support, and that’s the reason that over 120 million customers visited our store last quarter. This is phenomenal.

So that’s a very brief update on retail. I am so incredibly proud of our retail team and all of the great things that they do for our customers.

Now we’ve got a few more reasons for you to visit our stores today, and so I’m going to hop right into that. I’m going to start with Apple TV. Our customers love to stream their favorite movies, their favorite TV shows, their photos, their music to the big screen. We’re offering content from all of the leading content providers and we’re adding more and more each day. You’ll probably notice this if you are an Apple TV user.

Now of all the great channels that we have on Apple TV, there’s one in particular I’d like to talk about this morning, and that is HBO. We love HBO. Over the years they have created ground-breaking shows that have really become a part of our culture and helped shape our culture. Shows like The Sopranos, shows like Entourage and, of course, Sex and the City and coming next month on April 12 is the return of Veep and Silicon Valley and of course, one of our favorites, Game of Thrones. Today we’ve got the CEO of HBO, Richard Plepler joining us. He is a friend of ours and he’s got some exciting news about HBO. Richard?

Richard Plepler – CEO, HBO

Thank you, Tim. Good morning everyone. On behalf all of us at HBO, let me return your compliment by saying that we love Apple and all the extraordinary products which have captured the imagination of many people all over the world. We are thrilled to be here this morning to announce are standalone streaming service HBO Now and we couldn’t be prouder that Apple is our exclusive partner at launch.

When you subscribe to HBO Now, you will have access to all our claimed original programming past, present and future as well as our unmatched lineup of Hollywood blockbusters. All you need to get HBO Now is a broadband connection and an Apple device. There will be brand new HBO Now channel on Apple TV, so you can enjoy HBO on the big screen and you can watch HBO on your iPhones and iPads as well. We will introduce our new product in early April for $14.99 a month and if you subscribe in April, you’ll get the first month free and have it time for the April 12 premier of our global phenomenon of Game of Thrones.

As Tim mentioned earlier, HBO is known for great content. So I thought that it would be fun for this room and for those watching to have an exclusive look at a brand-new Game of Thrones trailer, to give you a feel for what I promise will be an extraordinary new season. This is a transformative moment for HBO and we are so excited to introduce HBO Now to all of you today. Thank you very much. Enjoy the trailer.

[Presentation – Game of Thrones trailer]

Tim Cook – CEO, Apple Inc.

That is the Game of Thrones and HBO Now. Richard, thank you so much for joining us this morning and thank you for preparing your incredible service on our products.

Now Apple TV has become the category leader. We’ve sold over 25 million units just so far. It’s got a very attractive entry level price of $99 but today we would like to make it even more accessible for more people so they can take advantage of this great new content. So we are lowering the price today to $69. So if you don’t have one yet now’s the time. That’s Apple TV will reinvent the way that you watch television and this is just the beginning.

Next up is iPhone. iPhone not only created a category, it created a benchmark by which all other smartphones are measured. iPhone 6 and iPhone 6 Plus are widely considered the best smartphones in the world. Recently we sold our 700th million iPhone. The iPhone is growing stronger than ever. In fact, if you look at last quarter, we sold at a rate of double — the rate of growth of double the industry. This is phenomenal for business this big to be growing by 50%. This led iPhone – propelled iPhone to be the top selling smartphone in the world. But we are most proud of this. The customer sat score of 99% for iPhone 6 and 6 Plus. These numbers are unheard of.

Now one of the great new features that our customers love about the iPhone 6 and 6 Plus is Apple Pay. Apple Pay has forever changed the way we pay for things and it’s gotten off to the most amazing start and has enormous momentum. We started with just six banks in the US, they were the largest banks, it was a fantastic start but now we have over 2500 banks supporting Apple Pay. We started with a great list of retailer partners but now in just three months later, we’ve tripled the number of locations that are accepting Apple Pay to nearly 700,000 across the US and one of the really cool and convenient places that has come up at Apple Pay are vending machines. Coca-Cola now has 40,000 of these in the US and plans to have 100,000 by the end of the year.

So if you’re like me, you’ve stood in front of those machines too many times trying to uncrinkle your dollar bill and get it to be recognized. Those days are over. That is Apple pay for ever changing the way we pay for things.

Now when we announced iPhone, iPhone was a revolutionary mobile phone. It was the best iPod we ever created and it was the internet right in your pocket. But now it does so much more, we never leave home without it and for the vast majority of us it’s never more than an arm’s length away. And iPhone is continuing to transform even more parts of our lives. CarPlay is changing the way that we use iPhone in our car and I’m pleased to announce today that now every major car brand has committed to delivering CarPlay. And there will be more than 40 new models of cars shipping by the end of this year. This is only a year after we announced CarPlay. It’s unbelievable momentum.

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