Next up iPhone
Apple has always believed that
Technology infused with humanity could improve people's lives and change the world
No other device in our lifetimes have had the impact on the world that the iPhone has
nothing else
Has become so essential or put so much power into so many people's hands than iPhone
It's truly amazing how much iPhone
Impacts the world each and every day
Our intention with the iPhone has always been able to been to create something
so powerful so
Immersive and so magical that the hardware
virtually disappears
Over the last 10 years. We've reimagined or invented numerous technologies to create just that experience
the first iPhone
forever changed how we interact with technology by introducing multi-touch
For the first time you are actually touching the software instead of buttons, it's magical
The app store changed the way we work
play learn communicate spawning new companies and new
industries along the way
We took the viewing experience to places literally never seen before with technologies like the Retina display
We change the way people communicate with features like iMessage and FaceTime
That allowed us all to connect in more meaningful ways
and
with Siri
We used artificial intelligence to make our voices more powerful
IPhone even
revolutionized security and privacy
with touch ID and our wallets with Apple pay and
of course
iPhone put amazing easy-to-use cameras into our hands becoming the most popular way to
capture the images of our lives
Over the past decade we push forward with innovation after innovation after innovation
Bringing us
To this moment
when now
We can create devices that are far more intelligent far more capable far more personal than ever before
We have huge iPhone news for you today, and it gets started right now
I
Phone a
Iphone 8. This is a huge step forward for iphone and to tell you all about it
I'd like to invite Phil to the stage Phil a
Good morning everyone
I am so excited to tell you all about the new iPhone 8 and the new iPhone 8 plus
These are a new generation of iPhone, and they improve on everything we love about iPhone
The design is all new it has glass in both the front in the back
the aluminum band beautifully matches the finish of each iPhone a
It comes in silver
Space Gray and a beautiful new gold finish
It's made from an aerospace grade 7000 series
custom aluminum alloy the glass has a seven-layer color process making sure there's a beautiful precise hue and
The glass is further reinforced by an internal laser welded steel and copper structure
We're so excited because this glass is the most durable ever in a smartphone
IPhone 8 and 8 plus is also microscopically sealed for water and dust resistance and
They have a new retina HD display in each model. There's a
4.7. Inch Retina display in iphone 8 and a 5.5 inch an iPhone 8 plus
Now Apple Retina displays are renowned for their incredible color accuracy
And they have great wide cinema quality color gamut
We've built in our 3d touch technology into the display and for the first time an iPhone display
It is our true tone technology now with true tone. It adapts the color temperature and intensity to the ambient light around us
Along with the displays iPhone 8 and 8 plus have new stereo speakers as well
They're 25 percent louder than the speakers in iphone 7, and they have a deeper bass, too
and
This is pretty incredible inside iphone 8 mate
Plus is a brand new chip, and this is a breakthrough performance in a mobile device. We call it a
11 Bionic
This is the most powerful and smartest chip ever in a smartphone
It's a 64-bit design 4.3 billion transistors six core
We're going to geek out here for a bit because it is so awesome it has two high-performance course
They're 25% faster than the high-performance course and the previous industry-leading 810. Chip is for high efficiency cores
They're up to 70% faster than the ones in the a-10 chip
They're managed by our second generation
Performance controller that now can use all six cores at once it can deliver up to 70 percent improvement in multi-threaded workloads
And they have our first ever Apple design graphics processing unit or GPU
This is a three core design. It's 30% faster than the graphics in the previous a 10
And the GPU is designed to accelerate 3d apps and games especially those that use our new metal 2 framework
And the GPU also is incredible for machine learning apps and those kind of tasks get a big speed-up if they use our our
core machine learning framework -
It's more to it the 11 by iana concludes our first new generation image signal processor or isp so you know this is using photography
the delivers faster autofocus in low-light
It has new pixel processing
For sharpness and texture and for the first time to help reduce noise
It is Hardware enabled multiband noise reduction
All this helps to improve performance and helps us take better pictures
Perhaps the most beloved feature of every new generation of iPhone is the cameras and people love taking photos and customers send us their photos
For our shot on iphone campaign like this one. This was sent from Jeremy Perez Cruz he shot it with an iPhone
7 plus and people are gonna love taking pictures with the iPhone 8 camera
It is an all-new 12 megapixel sensor. It's larger and faster
It provides 83% more light and it provides more. It's more power efficient at the same time
There is deeper pixels and a new color filter, so this adds up to having better color saturation why?
range of color and lower noise in your photos and videos I
Phone 8 plus has two new sensors in its dual camera the wide-angle camera has an F. 1.8. Aperture and optical image stabilization
The telephoto camera has F 2.8 aperture
So as always we want to show you the kind of photos you can take off of our new cameras now these are photos
We're going to show that have not been retouched in any way they're straight off the iPhone 8 and 8 plus
So here's the first one
This is absolutely beautiful now. That's not the Golden Gate Bridge. This is taken in Portugal
It shows the beauty of wide color gamut. There's great dynamic range
Sharpness and incredibly low noise just look at that blue sky
Here's another example
It shows incredible Y quality color again
Just look at the skin tones
and the detail and the hair in the eyes if you look closely in her eyes you can actually see the
Photographer reflected there holding an iPhone to take the picture
Here's a great example of the amazing
Textures in depth and photography you can really feel the fabric and you can see details in their face behind the fabric
Here's a great example of low-light photography
texture detail and very subtle colors in this darker environment
Last year we introduced portrait mode iPhone 8 takes
Fantastic portrait modes and people flip over taking these photos and now with the iPhone 8 plus you're gonna get sharper details
More uses in low-light and even a more natural bokeh in the background of the photos
So this is a big hit we had a surprise new feature last year of portrait mode
We brought it out in beta, and it just got better and better over time and customers send us photos
They love this so we challenged the engineering team to do that again
to make it easy for all of us to take advantage of an advanced photographic technique and
they're doing it and it has to do with lighting, and if you've ever had a
Professional portrait taken you know that pro photographers use
Advanced equipment and have a great understanding advanced techniques to literally sculpt the light on your face
To create the perfect mood for a portrait photograph
Where our team is making this possible for all of us?
Using the new dual cameras in a 11 Bionic chip and the iPhone 8 plus the team has come up with a new feature called
Portrait lighting this is beta, but it will ship with the iPhone 8 plus
And here's how it works when you compose a photo in the camera app using the portrait mode
The dual cameras in the isp sense the scene
They create a depth map they separate the subject from the background
And then you see machine learning it creates facial landmarks and actually changes the lighting of the contours over your face
That happens while you're composing the shot
It's super easy to use right when you're in the camera app you use portrait mode
And there's a new menu
To select the lighting effect you want to use you just swipe to pick a different effect for whatever you want to shoot
Now these aren't filters. This is real-time analysis of the light on your subjects face in fact
You can go in later
after shot a portrait mode photo into the Photos app and
Change the lighting effect to select which one you want to use on your photograph
The team has done an unbelievable job on this and so here's an example of a photo
That's taken not touched in any way this is portrait mode using portrait lighting
It's actually using the setting and portrait lighting for stage light, so it drops away the background to make this stunning dramatic photograph
It's absolutely beautiful so iPhone 8 and 8 plus were incredible for taking pictures
They're also amazing for video as well
In fact iPhone 8 has the highest quality video capture ever in a smartphone
Along with the isp we have an apple design video encoder this enables faster frame rates and higher quality video
It does real-time image and motion analysis to predict changes in the content and optimize the video encoding algorithms
So while you're shooting video, let's say for K
60 frame a second the iPhone 8 divides each frame into individual tiles
2 million of them and we analyze the two million tiles every second looking for details like texture and edges
To predict whether that tile has grass sky water or movement in it
So let's say you're shooting 4k 60 frame rate video. You can look like this
It's beautifully optimized for quality and for compression level and this video was shot on an iPhone in 4k
It's amazing
and
If you're one of the many people who love shooting slow-mo videos, that's gone a lot better - now you can shoot at 1080p HD
240 frames a second
That's double the frame rate of previous
Absolutely beautiful so now iPhone 8 is incredible for shooting photos. It's incredible for video. There's a third category of use of the camera
that's going to become increasingly important in our mobile devices and
That's augmented reality
This is an incredible area for us to advance in in our teams have worked together hardware and software
To make iPhone le the first camera the first iPhone really created for augmented reality, and the first smartphone designed for it as well
We custom tune each iPhone for augmented reality
The cameras actually individually calibrated in the factory and that makes a huge difference in the performance for AR
There are new gyroscopes new accelerometers
and AR kid software is tightly tuned to all this hardware to deliver the best experience for motion tracking an
AR greatly benefits in the new al Evan Bionic chip
The CPU handles world tracking the new Apple GPU renders a Murphy's mersive graphics at up to 60 frames a second
the new isp does real-time lighting estimation and this stuff is
Amazing that it happens on a device in the palm of our hands
So I want to show you some of the work that developers are starting to do with AR apps on iphone 8
So here's one example. It's a game Warhammer 40k free blade from pixel toys
you can now use their photo mode to bring the free blade night into the real world and
Play it right where your friends are standing around you
Here's another from Major League Baseball's advanced media team
They're enhancing the at bat app with AR kit so that when you're at the game
You can hold up your iPhone and see real-time player information and stats on top of the game. You're watching
And here's sky guide from v star labs
You can use AR kit with this app to actually
Superimpose the map on top of the sky as you're looking at it around you. This isn't some generic sky
This is the sky around you
So now we want to show you a
Exciting AR app right here live on stage playing on an iPhone 8. It's from Directive games. This is a new startup based in Shanghai
It's founded by developers who have worked in some of the biggest franchises in gaming
So please welcome at Lamar CEO and co-founder of Directive games at Lee
Earlier this summer with the introduction of AR kit Apple changed gaming forever
What we're about to show you is one of the world's first competitive multiplayer games
Designed to be played entirely in augmented reality
this is
the machines
In the game players battle their friends in real time either online or
around the table in the same room
My friend and co-founder Andrea is preparing a match for us where we play the rebels
Against the dominators
What's really cool is with a or kit the metal two on the new iPhone
We are able to experience games in an entirely new way
These players are able to view the game from any angle our content has to be incredibly detailed
with the power of the new iPhone an
Unreal support for metal 2 we are able to render the entire level on screen and amazing 1.2 million polygons
while also
Allowing you to move in close to really appreciate the high visual fidelity
And just look at those 4k textures gorgeous
Now shall we go into the game
AR allows us to use our position in the real world the game a tactical advantage
Just look how antha is moving towards this cave lining up his targets. This is something
that would have been hard to do with tension -
It's like you're not just controlling the game you're in the game
Another awesome addition to the experience is spatial audio if you go close to the action the sound increases
And if a solid object gets between you and the action the sound is occluded perfectly now with the stereo speakers on the new iPhone
This is truly amazing
It looks like we're getting hit pretty hard
Yes deploy feel protect our heroes now. Let's rain fire on our enemies move closer to their base
And get ready for the fatal blow with our super weapon oh
The drop ship is there can you take it up to the same time?
What you just saw is an amazing evolution in how games are played and experienced
Thanks to the combination of air kit and metal - on the brand new iPhone
We can't wait for you to play it look for the machines on the App Store this month exclusively on iOS. Thank you
Thank You Ali now let's talk about Wireless
We once said that the future is Wireless and
Boy, we rewrite that's becoming more
true than ever before with iPhone 8
it supports LTE advanced for fast networking connections, Bluetooth
5.0 for the latest accessories of course it supports our great beloved air pods and the beats X headphones that use our w1 chip and
the new Beats Studio threes as well and
Now with iPhone 8 with its glass back
We're enabling the freedom of wireless charging
I mean, this is a simple thing we do this every day
We use our phones in the day
and we charge them at night often on a charger by our bed stand in our homes or in our hotels and
Words can't describe just how much nicer it is to just put it down and pick it up whenever you want to charge
Without ever having to plug in a cable again
You can want to do this by your bedside
and want to do this in a cafe or restaurant as they start to support wireless charging I
Want to do it in an airport, so you can top up your charge before you get on the next flight
And perhaps the best use case of all in your car
You can get into your car wirelessly connect and start using carplay put your iPhone on the center console
And it's charging all without ever having to plug in a cable again
What makes this possible as we're building into iPhone 8 and 8 plus?
wireless charging with Qi that she is the leading openness wireless charging standard
And we hope to help Qi by increasing adoption of it in creating new use cases for it
Many restaurants shops airports cars have started to build in support for Qi wireless charging
and they'll work with iPhone a
Many companies are offering Qi chargers, and those that are Qi certified should all work with iPhone 8, and we've worked with some
Developers who are creating Qi chargers?
And we're gonna offer them in our stores and online for our iPhone 8 customers like this one from öthey and
this one from Belkin
So that's iPhone 8. It's a new generation of iPhone
It improves on everything we love about iPhone
It is packed with innovative technologies from the glass and aluminum design to the retina HD
displays the new a11 Bionic chip
It's they're designed for AR apps like no phone has been before
they have new single and dual cameras that support for the brand-new photo lighting effects in portrait mode and
wireless charging
Now iPhone 7 came in these three configurations starting at 32 gigabytes. It will really happen to iPhone 8
It's gonna start with twice the capacity at 64 gigabytes of a second one at
256 gigabytes and
The price will be six hundred and ninety nine dollars
IPhone 8 plus will have the same two configurations 64 gigabytes and
256 gigabytes and it will be priced starting at
$799
Well will be able to pre-order them starting this Friday on September 15th and to be available a week later on September
22nd
And we can all upgrade to iOS 11 starting on September 19th
So that is iPhone 8. I like
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