Apple Launch: New iPhones, Cameras and Everything Else You Need to Know

(applause)

Thank you!

Welcome to the Steve Jobs Theater

Now let's talk about iPhone

(crowd cheering)

The iPhone 10 S is not just one,

but two sizes of display.

The 5.8 inch, and the new 6.5 inch super retina display.

(applause)

This is the biggest display ever on an iPhone.

Now, a lot of our customers have loved

the plus size iPhones.

So let's put that side by side.

You can see it's about the same size phone

with a much larger display.

So what do you call a phone that's bigger than plus size?

Well, we call it the iPhone 10S Max.

(applause)

And the Max is an incredible experience.

There are two super retina displays now,

5.8 inch, 6.5 inch, both OLED displays

both a million to one contrast ratio.

They are HDR displays.

They have tap-to-wake.

They have incredible color management,

They're true-tone displays,

so the paper white looks just right

in all the different lighting that you use it.

We've matched them to incredible sound systems as well.

Stereo sound, better than in any iPhone to date.

Now, with the 10S, you get a wider stereo feel.

We told you last year the A11 Bionic can process

an insane 600 billion operations per second.

Well, the A12 Bionic is able to process

5 trillion operations per second.

(cheers and applause)

The A12 Bionic is a complete system on a chip.

There's memory controllers, storage controllers.

The Apple-designed storage controller in the A12 Bionic

can now address twice as much internal storage as previously

So now you can have up to 512 gigabytes

of internal storage if you want.

That's a half a terabyte on your iPhone, in your pocket.

That's enough for over 200,000 photos stored on your iPhone.

It is incredible.

(applause)

It is a remarkable new dual camera system.

It has a 12 megapixel wide camera,

a 12 megapixel telephoto camera,

and an even more improved true-tone flash.

The 12 megapixel wide camera has a new sensor,

a larger sensor with bigger, deeper pixels.

But increasingly, what makes incredible photos possible

aren't just the sensor and the lens,

but it's the chip and the software that runs on it.

And this is so true with iPhone photography.

In fact, when you take a photo, it's capable of doing

a trillion operations on every photo you take.

We have a brand new feature we call Smart HDR.

So, let's say you're taking a picture

and the camera recognizes you're shooting a subject

and the subject's moving.

You go to press down on the shutter,

and you get a picture instantly.

It's called zero shutter lag.

What the A12 is actually doing

is shooting a four frame buffer,

so it can capture that critical moment.

The A12 Bionic is doing even more than that.

It's also capturing secondary inter-frames at the same time.

And those inter-frames are shot at a different

exposure level to bring out highlight details.

And it's doing more than that.

It's shooting a long exposure so it can

get better shadow detail as well.

And when you're taking that picture,

it's analyzing all of those,

finding out how to match up the best parts of each,

and merge them into one perfect photo.

That's Smart HDR.

It is a breakthrough,

and it makes taking photos easier than ever,

and you get beautiful results.

This is a breakthrough in photography for smartphones.

So when you take the picture in portrait mode,

and then you go into the Photos app and tap Edit,

you're gonna see a new slider at the bottom that says Depth.

Yeah, someone said no (crowd laughter)

Get ready for this, because... (crowd laughter)

and let me pull it up.

You're gonna have to watch two things at once.

You're gonna watch the depth,

and you're gonna watch the background.

You can, after taking a picture, adjust the depth of field.

From F 1.4 to F 16 (crowd cheers)

and the background is changing with it.

Let's do that again.

We're gonna slide the depth of field,

and watch the background

as it changes the depth of field of your photo.

This is done after you've taken it.

This has not been possible in photography

with any kind of camera.

This is something that iPhone can now do with the power

of the A12 Bionic chip.

This is a new era of photography.

One thing we've had requests for is Dual SIM capability.

(applause)

Some of you know what this is for,

for the rest, here are some reasons people want dual SIMs.

Some people want two phone numbers on their phone,

maybe a home number, and a work number.

Some want two different plans, depending on the region

of the world they're in, and what they need.

And many of us like to travel,

and we want to keep our local phone number,

but maybe to get a data plan in the region we're in,

so we can have access to fast data there.

To do this, into iPhone 10S and 10S Max,

we've built the technology called DSDS,

or Dual SIM, Dual Standby.

This means that you have both phone numbers

there in your phone waiting to get the call.

Whichever one gets it becomes the active line.

And the Team's worked to make sure the software,

that the fact that you have two different phone numbers

is understood, and you can name them Home and Work,

Primary and Secondary, whatever.

And then throughout the user experience, you'll see that

a phone call is coming in on a certain line.

You know how to deal with that.

It is incredible.

We are so excited to introduce you to the iPhone 10R.

And we hope it reaches even more customers

with this amazing, incredible technology.

This display is really what strikes you though.

It's an LCD display that for the first time

goes edge-to-edge.

This is the most advanced LCD ever in a smartphone.

(applause)

And it's so cool, we had to give it it's own cool new name.

It's called the Liquid Retina display.

(applause)

It is a bigger display than the iPhone 8 Plus,

in a smaller design.

The design actually fits perfectly between the size

of an 8 and an 8 Plus, so we think it's going to make

a lot of customers really happy.

And it is an iPhone 10 experience on an LCD display.

So that means you tap it to wake it up.

There's no Home button.

You swipe up to go to the Home screen.

A first for an LCD display.

It has Face ID, and a True-Depth camera system.

The same True Depth camera system in iPhone 10S and 10S Max.

And it has a great new camera system as well.

It's a single camera system,

our best single camera system we've ever made.

It's a 12 megapixel, wide-angle camera.

The exact same wide-angle camera in the 10S and 10S Max.

So, it's our new generation sensor that's larger,

with bigger pixels, and it takes beautiful photos.

This was taken from an iPhone 10R. It is stunning.

Incredible detail, beautiful tone mapping.

There's probably something you've noticed

about this photo, though.

It's a Portrait mode photo,

with that beautiful background blur,

taken from a single camera system.

This is remarkable, what the Team is able to do is

combine hardware and software a Depth segmentation map.

Using the focus pixels and neural net software

so that we can create Portrait mode photos

on the brand new iPhone 10R.

It gets the same advanced bokeh technology we talked about

with iPhone 10S and 10S Max.

And it gets Depth control dynamically

after you've taken the picture.

So all that breakthrough features

and capabilities that you want are right here.

This is a huge day for iPhone.

We now have iPhone 10S, 10S Max, and 10R.

(applause)

Thank you.

iPhone 10R will come in six finishes and in three sizes.

64 gigabytes, 128 gigabytes, and 256 gigabytes of storage

that will start at $749.

(applause)

That's less expensive than the iPhone 8 Plus.

We're really proud of the work the Team has done on that.

You can order it in just over a month; October 19th

And it will start to ship a week later than that,

October 26th.

iPhone 10S will come in three configurations;

64 gigs, 256 gigs, and that new 512 gigabyte

storage capacity.

It starts at $999.

The iPhone 10S Max, the same three configurations

with its larger screen, larger battery.

It will be just 100 dollars more, starting at $1099.

(applause)

The iPhone 10S, 10S Max you can start pre-ordering

on Friday, September 14th,

and they'll ship a week later on September 21st.

We're thrilled by how much the Apple Watch has grown

in such a short period of time.

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 Series 4 all starts

with a stunning new display.

We've pushed the screens right to the edges,

and we've curved the corners to perfectly match

the shape of the watch.

And the screens are significantly larger.

In fact, they're over 30 percent larger.

(applause)

Thank you.

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 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 a watch face

to track the different time zones.

Or maybe you want to create the ultimate

health and fitness watch.

(applause)

We've added electrodes into the back sapphire crystal

and the digital crown, allowing you to take

an Electrocardiogram. (crowd cheers)

It's otherwise known as an ECG,

and this is the first ECG product offered

over the counter, directly to consumers.

(applause)

An ECG measures the electrical activity of the heartbeat,

and it's used by physicians to help diagnose

certain heart diseases and other conditions.

And so now you can take an ECG anytime, anywhere,

right from your wrist.

You just open the app,

you put your finger on the digital crown.

Apple Watch Series 4 with GPS starts at $399.

Series 4 with cellular starts at $499.

And we're keeping Series 3 in the line

at more affordable prices, starting at just $279.

(applause)

You can order Series 4 starting Friday, and it will be

available the following Friday, September 21st.

Series 3 at the new price is available right after the show.

And WatchOS 5, the most advanced wearable operating system

will be available on September 17th.

At Apple, we are always pushing our products forward.

And making technology more personal.

We hope that you love these new products as much as we do.