Good morning!
Welcome to Apple Park!
At Apple, design has always been fundamental to who we are and what we do.
For us, design goes beyond just how something looks or feels.
Design is also how it works.
This philosophy guides everything we do, including the products
we’re going to introduce today and the experiences they provide.
From the magical listening experience with AirPods to the ways your Apple Watch
keeps you healthy, active, and connected to how iPhone helps you
with so many things throughout your day.
It’s also true of our new software design featuring our innovative Liquid Glass.
It brings fluidity, vitality and flexibility
to the things you do every day.
It’s absolutely gorgeous,
and delivers a more intuitive and delightful user experience.
We bring so much care and consideration to every detail.
From every product, service and technology we create to the welcoming nature
of our retail stores, design is at the core of everything we do.
Today we have a huge day of announcements about AirPods and Apple Watch,
and we’re taking the biggest leap ever for iPhone.
Let’s start with AirPods.
AirPods are the best and most popular headphones in the world.
With an iconic design and groundbreaking sound quality, they have revolutionized
the industry and raised the bar for what headphones should be.
AirPods deliver a truly magical user experience, from an effortless setup
to their amazing sound quality to working seamlessly across your Apple products.
Last fall, AirPods Pro took this even further with the world’s first end-to-end
hearing health experience.
It’s extraordinary that the world’s leading headphones can also make
such a meaningful difference to those facing hearing challenges.
Today, we’re building on these innovations and extending our leadership
in world-class audio quality,
with the introduction of the next-generation of AirPods Pro.
With breakthrough audio performance and entirely new capabilities,
I think AirPods Pro 3 are truly incredible.
To tell you more, here’s Kate.
At the heart of AirPods is outstanding audio.
This year, we pushed ourselves even further
and created something truly special.
AirPods Pro 3 deliver a breathtaking spatial listening experience.
We designed a custom, multi-port acoustic architecture, which precisely controls
the airflow that carries sound into the ear.
This transforms the bass response.
It widens the soundstage so you hear every instrument and brings vocals
into stunning focus across music, shows, and calls.
And it gets even better with phenomenal Active Noise Cancellation.
Ultra low-noise microphones and advanced computational audio
combine with new foam-infused ear tips for even greater noise isolation.
This significantly improves performance, delivering twice the ANC compared
to the previous generation, which were already amazing!
These are by far, my favorite AirPods ever.
For those with the original AirPods Pro the difference is night and day because
this ANC is four times more effective.
AirPods Pro 3 are a must-have upgrade, with over-the-ear headphone performance
in a pocket-sized design,
that removes even more background noise from your daily commute.
So, no matter what headphones you’ve used before,
with AirPods Pro 3 you will have the world’s best Active Noise Cancellation
of any in-ear wireless headphones.
Transparency enables you to hear your surroundings and now, your own voice
and people speaking to you will sound more natural than ever.
And to help connect with those near you, we’re bringing the magic of AirPods
to the way you communicate across languages
with Live Translation, powered by Apple Intelligence!
Now, when you are together with someone who speaks a different language,
like exploring a market abroad, AirPods Pro will help you understand them
in your preferred language.
Using a new, simple gesture, Live Translation begins
“Translating Spanish”
while ANC lowers the volume of the person speaking
so it’s easier to focus on the translation.
- Hello, welcome.
- Hi!
- Hello, welcome.
Today all the red carnations are 50% off.
And, it doesn’t just translate individual words.
The meaning of each phrase is translated for you.
When you need to talk, just speak naturally.
- I’d love to take some of these to my sister for her birthday.
I'll buy eight please.
Your iPhone displays your words in their language,
and can even read them out loud if needed.
Okay!
Live Translation is even more useful when both people are wearing AirPods Pro.
- I agree, yeah.
I agree, yeah.
- Definitely, the client will love that.
I'll let the strategy team know to prepare that immediately.
This incredible capability is enabled by advanced computational audio on AirPods,
combined with Apple Intelligence models running on iPhone.
Along with incredible personal audio, we’re also improving
how AirPods Pro fit in your ears.
Because people’s ears are completely different shapes and sizes, we analyzed
more than ten thousand 3D ear scans along with over one hundred thousand hours
of user research, to optimize the new AirPods Pro.
To fit even more people, we made each AirPod smaller.
And to make them fit more securely in your ear, we shaped the design
to match the natural geometry of the ear canal.
With entirely new ear tips, now in five sizes,
all together these are the most stable and best-fitting AirPods ever,
engineered to stay in your ears even during the most intense workouts.
And, they’re also more durable with IP57 sweat and water resistance,
a first for any AirPods.
So you can feel confident during the sweatiest sessions in the gym
or even if you find yourself running in a downpour.
These updates are so important for our users who love listening to music
when exercising with AirPods Pro.
To tell you about how we’re taking the fitness experience even further,
here’s Julz.
More people work out with AirPods Pro
than any other headphones in the world,
and now the amazing audio quality, a more secure in-ear design,
and enhanced durability make it even better.
We’re also really excited to add heart rate sensing
during workouts with AirPods Pro 3.
To do this, we custom built Apple’s smallest heart rate sensor.
Machine learning algorithms fuse together data from the sensors
and accelerometers to deliver precise measurements.
This is combined with a new on-device AI model for activity and calorie tracking
trained from more than 50 million hours of data
from the Apple Heart and Movement Study,
which is one of the largest studies of its kind
with more than 250,000 participants.
This incredible integration between hardware and software
takes your fitness experience to the next level with AirPods Pro 3.
Now, when you go to the Fitness app on iPhone,
you’ll see a new Workout experience,
where with just AirPods Pro you can track up to 50 different workout types,
and it’s so easy to get started.
This means you can get even more from the activities you love.
So when you’re listening to music on your daily walk, you can track heart rate
and calories burned using the new AirPods Pro.
And, you’ll have access to audio experiences
like Workout Buddy powered by Apple Intelligence
to motivate you along the way.
“That’s a new record!”
“You just walked the longest distance in the walking workout this month.”
Workouts you complete will also help close your Move ring,
contribute to your step count,
and you can stay motivated to do even more by earning Awards.
In Fitness+ workouts, you can also get metrics like heart rate, calories,
and even the Burn Bar to help keep you going.
And you can track workouts at the gym including those from developers like
Ladder, who can use new APIs to incorporate key metrics
into their apps as well.
So that’s the new fitness experience with AirPods Pro 3.
Now, back to Kate.
In addition to breakthrough performance across the board,
you will also get longer battery life throughout the day.
We are moving from six hours on a single charge to eight hours, taking you through
that transatlantic flight while listening to music with Active Noise Cancellation.
To help our Hearing Aid users,
we are thrilled to provide ten hours on a single charge in Transparency.
That’s four more hours than the previous generation!
So that’s AirPods Pro 3!
Delivering sensational audio performance, including the world’s best ANC,
an exceptional fit, and innovative fitness capabilities.
Whether you’ve experienced AirPods before, or this is the first time,
these AirPods Pro define a new benchmark for the world’s most popular headphones.
And even with all of these updates, they will still be available for $249.
You can pre-order them today, and they will be available September 19th.
And now, back to Tim.
AirPods Pro 3 are absolutely amazing.
They take the audio quality
of the most popular headphones in the world to an entirely new level.
Next, let’s turn to Apple Watch.
For millions it’s an indispensable daily companion,
a fitness coach, message center, mobile wallet and a beautiful timepiece.
What I really love about Apple Watch is how it alerts millions of people
to potentially serious health issues and helps save so many lives
simply by wearing it on your wrist.
It provides Fall Detection and Crash Detection, monitors your heart rate,
tracks your sleep, is your life line in emergencies and so much more.
Let’s take a look at the remarkable ways Apple Watch has touched people’s lives.
I'm writing to you regarding my health
in relation to my experience with Apple Watch.
I just wasn't taking care of myself.
I wasn't eating well, terrible schedule.
Just like, wasn't sleeping.
This is my battle with mental health and how there's always light
at the end of the tunnel.
I felt I had absolutely nothing left to live for.
I just started really slow and it has been nice to see my progress
just through fitness and running.
Throughout the year I lost over a hundred pounds
and I just got into the New York City marathon.
It was about five in the morning and my Apple Watch, it started buzzing.
My resting heart rate was at 172.
I said let me try to sleep this off. Come again, 9:00 a.m., same thing.
When they did the X-ray, we found out I had a completely collapsed lung.
I needed emergency surgery.
It gives me goosebumps almost.
And the doctor said, he's like "that Apple Watch just saved your life".
I got home and I started to do a jump rope routine.
My legs just started to jitter and I hit the ground.
Meanwhile my watch is buzzing, so I look at it and it says,
"It looks like you're in trouble. Do you need help?"
It didn't dawn on me that I was having a stroke.
Me and my friend, we were hiking in Japan.
On the second day it starts snow storming, and it’s just white.
I was driving home. I started feeling really off.
I started feeling dizzy and that's the last thing I remember.
We lost our phones in the snow. We had nothing left.
No food, no water.
You can't feel your fingers, you can't feel your anything.
I don't think I was ready to finish my life there.
And what I was wearing was my Apple Watch.
We contacted the emergency rescue using the SOS feature.
I had a car just crash through the garage. They’re upside down in our pool.
The next thing I remember was just hearing this very faint voice through my Watch
saying, "Help is on the way."
“We’ve got everyone on the way.”
That helicopter ride was the best feeling I've felt in my life.
I've always read those stories about how Apple Watch saved someone's life.
That's why I started, to help my mental health.
We just completed the first mile.
Six miles!
I don't know if I can do this.
You don't need no medals. One mile to go.
Whatever life throws at you, you keep going, you keep pushing and I promise you
even in the darkest moments, it will get better.
Minutes save lives, you know, seconds save lives.
That was my second chance, without this Watch, I probably would not have had.
I felt like my Apple Watch had my back.
Oh my God, it had my back, it had my front, it had my sides.
It had my head. It had my past, my future.
Yes, it had everything.
It’s truly incredible to see how Apple Watch can help people
in so many different ways.
Its indispensable nature makes Apple Watch the most popular watch in the world.
And each year we make Apple Watch even more essential.
To tell you what’s new, here’s Stan.
Today, we’re making the best watch in the world even better.
Introducing Apple Watch Series 11.
It’s our thinnest and most comfortable watch, and it’s even more durable!
It starts with our proprietary Ion-X glass,
which is the toughest in the industry.
We then apply a custom Apple-designed ceramic coating
that bonds to the glass at an atomic level,
making it significantly harder.
So now it’s two times more scratch resistant,
perfect for everyday use and the challenges of an active lifestyle.
With a cellular connection, Apple Watch makes it easy
to stay connected when your phone isn’t with you.
Series 11 now includes the latest cellular technology, 5G!
The new 5G modem and antenna architecture
improve performance and provide even more coverage.
Plus, it’s more power efficient, using less battery for cellular.
At launch, many of our biggest carrier partners will support 5G on Apple Watch.
Series 11 comes with watchOS 26, bringing new features and intelligence,
as well as an elegant new design.
The new watch face Flow uses Liquid Glass numerals
to beautifully refract swirls of color.
And Exactograph, a modern reinterpretation of a traditional regulator clock
that separates the hours, minutes, and seconds for precise timekeeping.
Series 11 also comes with a comprehensive set of health features,
including heart, hearing, cycle tracking, mental health, and more.
And we’re taking that innovation in health even further
adding new features in heart health and sleep.
Here’s Sumbul to tell you more.
Heart health has always been integral to Apple Watch.
This year, we’re thrilled to share our next advancement
focused on a problem of massive proportions,
high blood pressure, also known as hypertension.
It impacts approximately 1.3 billion adults worldwide.
The American Heart Association has referred to it as a silent killer
because it often occurs with no obvious symptoms.
To help, we've developed a groundbreaking feature
that can alert you to possible hypertension,
just by wearing your Apple Watch.
Using data from the optical heart sensor, the algorithm looks for
chronic high blood pressure by analyzing how your blood vessels
respond to beats of the heart.
The algorithm works in the background, reviewing data over 30-day periods,
and will notify you if it identifies patterns of hypertension.
We developed this novel approach using advanced machine learning methods
and a series of studies totaling over 100,000 participants.
While it won't detect all instances of hypertension, we expect to notify
over one million people with undiagnosed hypertension
in the first year alone,
empowering them to make lifesaving behavioral changes or start treatment.
We expect clearance from the FDA and other regulators soon,
with availability in 150 countries and regions this month,
including the U.S. and Europe.
Now, let’s talk about sleep, which is critical to daily restoration of your body
and mind, and is also an important factor in your longevity.
Apple Watch already helps you meet your sleep goals,
gain insights, and discover possible sleep apnea.
Now we’ll help you understand the quality of your sleep
and how to make it more restorative with sleep score.
The quality of your sleep is influenced by several factors, such as sleep duration,
bedtime consistency, how often you wake up,
and the time spent in each sleep stage.
Sleep score analyzes these factors each night
and provides a classification, plus a score.
You’ll see how the score is calculated,
so it's easy to understand what you can do to improve.
Guidance from leading experts,
including the World Sleep Society, underpins the scoring approach.
And over five million nights of sleep data from the Apple Heart and Movement Study
were used to develop and test the scoring algorithms.
You can see details in the Sleep app and you can track it
over time in the Health app on iPhone.
Now, back to Stan.
Hypertension notifications, the new sleep score,
and the many other incredible health, fitness, and safety features
will make a huge impact on users’ lives.
To support all of these amazing capabilities,
we also re-engineered the battery.
Series 11 now gets up to 24 hours of battery life,
so you can wear it all day and all night.
Series 11 comes in Jet Black, Silver, Rose Gold
and a beautiful new Space Gray all made from 100% recycled aluminum.
There are also gorgeous polished cases made from 100% recycled titanium
in Natural, Gold and Slate.
This fall brings a beautiful new palette of colors across the entire band lineup.
Including the Nike Sport Band and Nike Sport Loop,
which now has reflective yarn woven throughout the fabric.
And a new Hermès jacquard knit band with matching watch face that plays
whimsical animations set in their iconic Paris store.
There is also an elegant, narrow Grand H and new colors across the collection.
And that’s Apple Watch Series 11.
With better durability, 5G, 24-hour battery life,
and our most comprehensive set of innovative health features,
now including hypertension notifications and sleep score.
I’ll turn it over to Amanda to tell you about the next version of Apple Watch SE.
Apple Watch SE delivers the core features
and benefits of Apple Watch at the most affordable price.
For many people, it’s the perfect way to get started.
This year we are delighted to introduce Apple Watch SE 3.
First, it gets our most powerful Apple Watch chip, S10,
which enables even more features.
It brings an Always-On display to SE for the first time!
Now you can read the time and see the watch face without waking the display.
With S10, SE also supports gestures like double tap and wrist flick
so you can easily control your watch with just one hand.
SE already has important features like heart rate notifications, Fall Detection
and Crash Detection.
SE 3 adds even more, like wrist temperature sensing which enables
retrospective ovulation estimates.
And gives you richer insights in the Vitals app, so you can be notified
when something might be off.
SE also gets sleep apnea notifications and sleep score.
Finally, for those moments when you don’t have your AirPods handy, you’ll be able
to play media, like music or podcasts, directly through the speaker.
Even with all these great new features, the power-efficient S10 chip enables SE
to still get all-day, 18-hour battery life.
And for the first time, SE supports fast charging, making it easy
to quickly top off the battery.
It now charges up to two times faster than the previous model.
In just 15 minutes of charging, it can add up to eight hours of normal use.
SE 3 comes in a popular Starlight and Midnight,
made with 100% recycled aluminum.
That’s Apple Watch SE 3, featuring a new Always-On display, 5G,
temperature sensing, sleep apnea notifications, and sleep score.
And with the powerful features of watchOS 26,
this update takes SE to a whole new level.
Not only did we update SE and Series this year,
we are also introducing an all-new version of Apple Watch Ultra.
Here’s Eugene to tell you all about it.
Apple Watch Ultra is the ultimate sports and adventure watch.
Ultra seamlessly transitions from a sports watch that helps you train for a race,
to a smartwatch that can pay for coffee,
to a health monitor that checks your vitals.
This year we’re taking it further, with Apple Watch Ultra 3.
Let’s start with the display.
Whether you’re checking your pace in the sun
or depth underwater, readability is crucial.
So Ultra 3 gets a new display that uses our most advanced technology
with wide-angle OLEDs and LTPO3.
The display is now brighter when viewed at an angle.
And thinner borders allowed us to grow the screen area
without changing the case size.
The result is the largest display ever in an Apple Watch.
It can also refresh more frequently in Always-On mode
without affecting battery life.
Which means you can now see ticking seconds in watch faces
including a new face, Waypoint,
that dynamically shows points of interests in relation to you.
For athletes, the Workout app makes it faster to customize views
and use Workout Buddy,
a generative voice with Apple Intelligence that delivers personalized feedback
to motivate you during your workout.
And Ultra keeps you connected no matter where you are with 5G cellular
for more coverage and a faster, stronger connection.
This year, we’re also making a huge leap forward with satellite connectivity!
Now when you journey off the grid, you can stay safe and in touch with loved ones
using satellite in available countries and regions.
Just a few taps gathers critical information
and can get you the emergency help you need.
You can also send messages and share your location with Find My.
To enable satellite connectivity in a device as small as Ultra,
we redesigned the radio and antenna to double the signal strength,
allowing you to communicate with satellites 800 miles above Earth!
Emergency SOS via satellite is included with Ultra 3.
And along with Messages and Find My, you can now stay connected
when you’re backcountry skiing, trail running, or wherever you go.
Ultra 3 also includes a larger battery
and now gets up to 42 hours of battery life.
Ultra will be available in Black and Natural Titanium
made using an innovative 3D printing process that uses 100% recycled titanium
and just half the raw material as previous generations.
There are also great new colors across our Ultra bands, and the Trail Loop
now includes reflective yarn woven along the edges.
The Hermès collection also gets a new band in rubber, perfect for an active lifestyle.
And new colors for the En Mer band.
That’s Apple Watch Ultra 3 now featuring the largest display
and longest battery life of any Apple Watch, with satellite communications, 5G,
hypertension notifications, and watchOS 26.
It’s a big update to our most advanced Apple Watch.
Now back to Stan.
So that’s our all-new lineup of Apple Watch.
From the new Ultra 3 with satellite connectivity, to Series 11 with new,
powerful health features and 24-hour battery life,
and SE 3 with a massive update in performance and features.
There’s a watch that’s right for everyone.
Apple Watch SE 3 starts at just $249.
Apple Watch Series 11 starts at $399.
And Apple Watch Ultra 3 starts at $799.
You can pre-order all the new models today,
and they will be available starting September 19.
Now back to Tim.
The new Apple Watch lineup and the incredible features they bring
make Apple Watch even more useful and essential.
The capabilities introduced today will not only help users stay connected,
they’ll deliver even more health and fitness benefits
seamlessly and automatically.
Now, let’s talk about iPhone.
From the moment iPhone was introduced, it reinvented the phone
and set a new standard for the entire industry.
Since then, we’ve continued to push boundaries with design, innovation,
and experiences that have changed all of our daily lives.
Today, we’re raising the bar once again, with an all-new iPhone lineup that’s
unlike anything we’ve ever created.
We’re introducing four new models,
each designed to serve the unique needs of our users.
And it starts now.
iPhone 17 is incredible.
Here’s Kaiann to tell you more.
iPhone 17 has a beautiful, more durable design
and comes in five gorgeous colors:
Lavender, Mist Blue, Black, White, and Sage.
The new design has a larger, 6.3-inch display with thinner borders,
so you can see more and do more.
And the display of iPhone 17 features ProMotion, just like our Pro models,
with an adaptive refresh rate up to 120Hz, designed to dynamically respond to your
content for a smooth and power-efficient experience.
When you’re not using your iPhone,
the Always-On display efficiently adjusts down to 1Hz.
And the Lock Screen is even more useful with Live Activities and widgets.
When outside, iPhone 17 is more readable with 3000 nits peak outdoor brightness,
our highest ever on iPhone.
This makes the display on iPhone 17 our best yet.
We build iPhone to be durable, because we know how much people count on it.
Our industry-leading Ceramic Shield continues to be tougher than
any smartphone glass or glass-ceramic.
iPhone 17 introduces Ceramic Shield 2.
Now, it has three times better scratch resistance.
It’s made possible by a new Apple-designed coating,
bonded to Ceramic Shield at the atomic level.
This specialized ceramic layer adds hardness
to protect from everyday scratches.
And the display quality gets better with a seven-layer anti-reflective coating
that reduces glare and distractions, making iPhone more readable
in bright lighting conditions, both indoors and outdoors.
Powering iPhone 17 is the latest generation of Apple silicon, A19.
Built with the most advanced 3nm technology,
A19 is faster and more efficient.
It has an updated display engine to power ProMotion and the Always-On display.
It has an improved Neural Engine,
tailored to power incredible on-device performance for Apple Intelligence.
Combined with increased memory bandwidth of A19, on-device generative
and large language models will run even faster.
A19 has a 6-core CPU with our latest performance and efficiency cores to make
iPhone 17 responsive while enabling great battery life.
The next-generation 5-core GPU provides a big step up
for graphics-intensive tasks.
If you’re upgrading from an older iPhone, you’ll experience a huge boost in speed.
The advancements in Apple silicon, hardware,
and software make for incredible gaming on iPhone.
Titles like Destiny: Rising by NetEase are even better with ProMotion’s adaptive
refresh rate up to 120Hz.
A19’s advanced CPU, GPU, and updated neural engine
also power Apple Intelligence.
There are many features available today on iPhone that empower you to create,
communicate, and be more productive.
With iOS 26, we are adding even more.
With visual intelligence, you can search, take action, and ask questions
about what’s on your iPhone screen.
Live Translation helps you communicate across languages in Phone,
FaceTime, and Messages.
And just like all of Apple Intelligence, these features are designed
to protect your privacy at every step.
The efficiency of Apple silicon contributes
to all-day battery life on iPhone 17.
And with ProMotion, iPhone 17 gets up to eight more hours of video playback
compared to iPhone 16.
When you are out of battery, faster wired charging
gets you up to 50% charge in 20 minutes.
So just 10 minutes of charge gives you up to eight hours of video playback.
It’s also a big year for the iPhone cameras.
To show you what’s new, here’s Megan.
iPhone 17 has a fantastic 48MP Dual Fusion camera system.
Our Fusion technology combines the capabilities of two cameras in one,
with a main camera and an optical-quality 2x telephoto,
each with dedicated image pipelines.
The main camera delivers an impressive 48MPs of resolution,
perfect for capturing fine details, like in this vibrant shoreline photo.
And for everyday photos, the 24MP default resolution provides the perfect balance,
offering excellent image quality, rich detail, and a smaller file size
that’s ideal for saving and sharing.
At 2x, the optical-quality telephoto gets you closer to the subject,
making it great for capturing quiet moments like this.
And now, iPhone 17 gets a new 48MP Fusion Ultra Wide camera.
It has four times the resolution compared to iPhone 16.
So you get even more detail in a broad range of photos, from exceptional macros
to expressive scenes in unique angles.
You’re going to love how easy it is to take amazing photos and videos.
Now, let’s flip over to the front camera.
It’s how we take self-portraits, record memories,
express our creativity and point of view.
And iPhone is with you to capture all these moments.
Globally iPhone users took over 500 billion selfies last year.
That’s more than any other smartphone!
So this year, we are thrilled to introduce our phenomenal new Center Stage front camera.
It gives you more pixels, more flexible ways to frame your shot,
and incredible stabilization.
This new front camera has our widest field of view.
It is enabled by our largest front camera sensor, almost twice the size
of our previous front camera.
And for the first time, the sensor is square.
Traditional sensors have a 4:3 aspect ratio, which limits framing
based on the orientation of the phone.
The Center Stage camera’s unique shape and larger size
allow for high-resolution photos and videos in any orientation,
giving you four different compositions.
Which means you don’t have to rotate your iPhone to take a landscape selfie anymore!
Now, you can tap to expand the field of view and rotate from portrait
to landscape, giving you more flexible ways to frame your photos and videos.
When friends join the shot, the all-new Center Stage for photos
uses AI to automatically expand the field of view,
and can even rotate the frame for you.
This makes it even easier to take a share-worthy photo.
Holding iPhone vertically, you get a more secure grip,
and you get better landscape selfies
because your eyes are more centered in the shot.
And photos have even more detail with higher resolution up to 18MP.
The extra pixels in the square sensor level up video, too.
All your on-the-move selfie videos will be ultra-stabilized,
using some of the same technology
that enables Action Mode on the rear cameras.
You can also be more present FaceTiming with friends and family,
because Center Stage for video calls is optimized for handheld video
to keep your face perfectly positioned in-frame.
The Center Stage front camera unlocks next-level experiences unique to iPhone.
Now, back to Kaiann.
iPhone 17 has impressive camera upgrades with the 48MP Dual Fusion camera system
and the Center Stage front camera.
We can’t wait to see all the ways you’ll capture everyday moments,
and use it for more creative possibilities.
And that completes the fantastic iPhone 17!
Powered by the A19 chip, it has a bigger and brighter 6.3” display
with ProMotion and Ceramic Shield 2.
iPhone 17 also comes with the latest iOS features, Apple Intelligence,
great all-day battery life, and starts with 256GB of storage.
iPhone 17 is packed with features you will enjoy every day.
And now, back to Tim.
iPhone 17 is fantastic.
And that’s just the beginning of what we’re introducing today.
With the advancements made possible by Apple silicon, we have been able to push
the limits of iPhone design and innovation.
And that breakthrough has led to something truly amazing.
Introducing the newest member of the iPhone family.
Our intention was to make an iPhone that feels like a piece of the future.
Powerful, yet so thin and light,
it seems to disappear in your hands.
The core structure is a radically thin frame
made from Grade 5 spacecraft titanium
that combines strength, lightness and durability.
To bring elegance to such a tough material,
we polished the frame to a pristine mirrored finish,
crafted in a palette of colors that evoke lightness.
For the first time, Ceramic Shield encloses the titanium frame on both sides.
A high temperature process creates nanocrystals
that significantly improve toughness.
It's our most durable design yet.
To make something this thin,
we had to redesign our iconic plateau.
Precisely machined from both sides,
it's sculpted to fit our custom-made cameras,
chips, and key system modules.
We then dedicated every last bit of remaining space
to a high-density battery, resulting in remarkable battery life.
The impossibly thin profile allowed us to stretch the display
without adding any extra bulk.
It's the thinnest iPhone ever
with the power of Pro inside.
A paradox you have to hold to believe.
This is iPhone Air.
iPhone Air is unlike anything you’ve experienced before.
To tell you all about it, here’s John.
We are thrilled to introduce the impossibly thin iPhone Air.
At 5.6 mm, it’s the thinnest iPhone we’ve ever made.
And it’s also exceptionally light.
It’s unlike anything you’ve ever held before and it’s packed
with our most advanced features.
The gorgeous 6.5-inch display is our best,
featuring ProMotion up to 120Hz,
Always-On, and 3000 nits of peak brightness.
And it’s protected by the new Ceramic Shield 2,
with improved anti-reflection and three times better scratch resistance
than our previous Ceramic Shield.
We are also bringing Ceramic Shield to the back of iPhone
for the very first time.
It is four times more resistant to cracks than our previous back glass.
It also protects the new plateau that now houses major internal components
at the top of iPhone.
The inside was precision-milled for more space,
creating room for the rear camera,
front camera, speaker, and even Apple silicon.
The frame of iPhone Air is made of titanium.
This is an essential material choice for such a thin design,
and enables it to exceed our stringent bend strength requirements.
All together, these materials make iPhone Air more durable
than any previous iPhone.
We are also using 80% recycled titanium, the highest ever for iPhone.
There are four stunning colors to choose from: Space Black, Cloud White,
Light Gold, and Sky Blue.
iPhone Air has such an unique design, and it wouldn’t have been possible
without Apple silicon.
To tell you more, here is Tim Millet.
With Apple silicon, our focus is to maximize performance and efficiency
so we can drive innovation in our products.
iPhone Air demands the most efficient high-performance chip
we’ve ever built for iPhone.
And that is A19 Pro.
With the CPU, we continue to push on single-threaded
performance and efficiency.
Our performance cores gain improvements to front-end bandwidth and branch prediction,
making A19 Pro the fastest CPU in any smartphone.
And we increased the last-level cache of our efficiency cores by 50%,
specifically aimed at improving energy efficiency
for the things you do every day.
The result is a CPU that’s even faster and more efficient than A19.
Our GPU also gets a big upgrade in A19 Pro.
We are introducing the second generation of our Dynamic Caching architecture,
we doubled our 16-bit floating-point math rates,
and we built a new unified image compression.
And that’s not all, the other major update to our GPU is around AI.
We have been at the forefront of AI acceleration since we first introduced
the Neural Engine eight years ago.
We later brought machine learning accelerators to our CPUs.
And while our GPU has always been great at AI compute,
we’re now taking a big step forward
building Neural Accelerators into each GPU core,
delivering up to three times the peak GPU compute of A18 Pro.
This is MacBook Pro levels of compute in an iPhone,
perfect for GPU-intensive AI workloads.
Another area of innovation for Apple silicon is wireless connectivity.
For years, we have been building Wi-Fi and Bluetooth chips
for Apple Watch and AirPods.
And now this is coming to iPhone for the first time.
Introducing N1, our Apple-designed chip,
which enables the latest wireless technologies,
Wi-Fi 7, Bluetooth 6, and Thread,
while improving overall performance and reliability
in key areas like Personal Hotspot and AirDrop.
Finally, a critical innovation that makes iPhone Air possible
is our Apple-designed modem.
We introduced C1 last spring and in just six months,
we already have a new version that is faster and more efficient.
The new C1X is up to two times faster when compared to C1.
It is even faster than the modem in iPhone 16 Pro
and uses 30% less energy overall,
making it the most power-efficient modem in an iPhone.
In fact, iPhone Air is the most power-efficient iPhone we have ever made.
We started building Apple silicon to enable us to create better products,
and iPhone Air is the realization of that goal.
Back to John.
The camera system in iPhone Air delivers the most popular features
that make iPhone the world’s favorite camera.
What might appear to be a single camera
is actually our new powerful 48MP Fusion camera system,
which works like multiple advanced cameras in one.
You can shoot breathtaking 48MP photos,
capturing even the small trees across the valley
and the deep color range on the stone wall.
And the 2x Telephoto has an updated Photonic Engine,
which now uses machine learning to capture the lifelike details of her hair,
and the vibrant color of her jacket.
This Fusion camera excels in low light, thanks to its large sensor,
fast aperture, and our Apple-designed sensor-shift optical image stabilization.
The large sensor enables a second optical-quality lens,
the integrated 2x Telephoto, delivering stunning photos and 4K videos.
With the power of computational photography, this incredible system
enables the latest signature features of the iPhone camera,
like 24MP default photos,
capturing here the fine texture of her dress
and even nuances in the shadows,
next-generation portraits with Focus control,
which works on any subject,
like these delicious waffles,
or the latest generation of Photographic Styles,
which features the new Bright style,
that brightens skin tones and applies a pop of vibrance
across the image.
And the custom 28 and 35 mm lenses give users more flexibility
to frame their shot, for a total of four lenses in your pocket.
On the front, we have our new and innovative Center Stage camera.
You don’t need to rotate your phone anymore to take a landscape selfie.
Center Stage for photos perfectly frames everyone in either orientation.
And we are introducing a brand-new feature that combines the front and rear cameras.
Dual Capture video is perfect to record yourself while at a concert,
or your reaction to the game’s big play.
The new stabilization from the Center Stage front camera
keeps you in frame, while the Fusion Main camera on the back
gives you flexibility to zoom in to the story you want to tell.
And there is so much more to these camera systems, like Action Mode, Audio Mix,
4K Dolby Vision, and all the features of Camera Control.
There is another important innovation that helped bring iPhone Air to life,
and that is eSIM.
We pioneered eSIM years ago and now it’s an industry standard.
And compared to that decades-old piece of plastic, eSIM is so much easier to use,
has better security, and saves precious space inside iPhone.
eSIM is also great for travel.
Carriers have many affordable and convenient roaming plans.
If you want to use a local plan, it’s easy to set up an eSIM
from the comfort of your home or while on the road,
there is no need to change physical SIM cards,
and you can have data from the moment you land at your destination.
eSIM coverage is available globally, thanks to extensive planning and testing
with our carrier partners.
Because of this, we designed iPhone Air to be eSIM-only worldwide,
maximizing internal space for battery size.
So now let’s talk about battery life.
We innovated in both hardware and software to deliver great battery life
for iPhone Air, powered by our most advanced Apple silicon,
built for efficiency.
The internal design has been completely rethought to maximize battery space.
And iOS 26 introduces new power-saving features, like Adaptive Power Mode,
which learns your usage patterns and anticipates
when you might run low on battery,
intelligently conserving power to help you make it through the day.
Now despite being much thinner and lighter,
iPhone Air still gets amazing all-day battery life.
This is incredible, all-day battery life in our thinnest iPhone ever.
We’re also introducing a new ecosystem of accessories
to complement this unique iPhone design.
Thanks to the incredible thinness of iPhone Air,
we were able to create a new low-profile MagSafe Battery
that when attached feels great in your hand
and is slim enough to drop right in your pocket.
When using them together, iPhone Air has up to 40 hours of video playback!
That's enough to binge on all 40 episodes of For All Mankind,
making it a great accessory for long trips.
We also designed two custom cases for iPhone Air.
The first is a translucent case with a back panel that is less than 1 mm thin,
designed to provide great drop protection, available in Frost and Shadow.
The second is a lightweight bumper, made from a reinforced polycarbonate.
It perfectly frames iPhone Air, and is available in four matching colors.
Both options can be paired with the new Crossbody Strap.
It’s lined with thin, flexible magnets, designed to hold the straps together
and allow you to easily adjust the length.
So that’s the incredibly advanced iPhone Air.
Our thinnest iPhone ever, with pro performance inside.
Incredible durability, amazing camera systems on both front and back,
and our latest Apple-designed chips
built for efficiency to deliver fantastic all-day battery life.
All this in a new design that frankly seems impossible,
and we can’t wait for you to experience it.
Now, back to Tim.
iPhone Air is a total game changer.
It’s designed for customers who want pro performance
in an unbelievably thin and light design.
And with iPhone Air in the lineup, we were able to take our two Pro models
to an entirely new level of performance and capabilities.
So our goal was simple - to build the most Pro iPhone yet, by a lot.
We started from scratch and rebuilt it from the inside out.
Introducing iPhone 17 Pro.
We set out to redefine the Pro,
driven by performance, durability, and capability.
So, we started again. From solid aluminum.
With a custom extrusion that’s heated and forged,
then precision machined in thousands of finer and finer passes.
Travelling through successive anodizing baths,
we built the colorful and durable oxide outer layer
to create our first iPhone unibody.
A light, thermally efficient and rigid enclosure.
Designed for the biggest battery in any iPhone.
The full-width camera plateau
elegantly integrates the antenna
and encases a new Pro camera system
with breathtaking range and resolution.
Core to the unmatched performance
is the most powerful chip made for iPhone.
But this much power generates heat,
so we designed a completely new thermal system
to dissipate heat rapidly
throughout the aluminum unibody.
Ceramic Shield, our thoughest glass ceramic formulation,
now protects the back as well as the front
designed to resist whatever life throws at it.
The new definition of Pro.
iPhone 17 Pro.
iPhone 17 Pro is by far the most advanced iPhone ever,
featuring a striking new design and powerful capabilities.
To tell you more, here’s Joz.
The iPhone 17 Pro design is more than just a fresh, bold new look.
It also delivers a dramatic leap in performance that makes this
the most powerful iPhone ever, by far.
And it starts with an entirely new approach to thermal management,
which is critical to system performance.
We meticulously manage power and surface temperature
to make sure iPhone 17 Pro
and iPhone 17 Pro Max always deliver exceptional performance,
while remaining comfortable to hold.
At the heart of the new thermal management system is an Apple-designed vapor chamber.
De-ionized water is sealed inside the vapor chamber,
which is laser-welded into the aluminum chassis.
This efficiently moves heat away from the components,
allowing for higher sustained performance.
The vapor chamber directs heat strategically through the system,
where it is efficiently dissipated and released by the forged aluminum unibody.
We used an Apple-designed aerospace-grade aluminum alloy
for its superior thermal conductivity, which is 20 times greater
than the titanium we previously used.
This proprietary alloy is also significantly lighter.
As a result, it was the perfect choice for achieving this new design
while delivering outstanding thermal performance
in a product that remains comfortable to hold and use.
And, the aluminum is anodized in three stunning finishes, a Refined Silver,
an elegant Deep Blue,
and the bold and eye-catching Cosmic Orange.
A key element of the design is the forged plateau, which efficiently dissipates heat
and creates extra space for components, making room for a larger battery.
And by integrating the antennas around the perimeter of the plateau,
it helped create the highest-performing antenna system ever in an iPhone.
So, every aspect of this design is engineered to maximize performance
and unlock the full potential of the extraordinary A19 Pro.
It features a powerful 6-core CPU, and a high-performance 6-core GPU,
with a Neural Accelerator built into each GPU core.
It also features a larger cache than A18 Pro and even more memory.
When A19 Pro is paired with our best-ever thermal design,
iPhone 17 Pro is able to deliver up to
a whopping 40% better sustained performance than iPhone 16 Pro,
making it ideal for intensive tasks like gaming, photo and video editing,
using the latest Apple Intelligence features,
and running local large language models.
So you can play visually demanding games like Arknights: Endfield
with hardware-accelerated ray tracing at higher frame rates, hour after hour.
This new design not only delivers exceptional performance but also builds
upon iPhone’s industry-leading durability.
The glass on the back is even better protected by the aluminum unibody design.
In fact, it is no longer glass at all.
Like iPhone Air, we’re now using Ceramic Shield for the back.
This provides exceptional strength.
The Ceramic Shield back is four times more resistant to cracks
than our previous back glass,
and in a thinner profile, creating more room for the battery.
On the front, the gorgeous display is
protected by the incredible new Ceramic Shield 2,
providing industry-leading protection with three times better
scratch resistance than the previous generation.
And the new seven-layer anti-reflective coating reduces glare and distractions,
making the display more readable in bright lighting conditions,
both indoors and outdoors.
All of these design decisions made it possible
to grow the battery significantly,
resulting in the iPhone 17 Pro Max achieving the best battery life
ever in an iPhone.
For our eSIM-only models, we took advantage of the space formerly occupied
by the physical SIM to grow the battery even more
to provide an additional two hours of video playback per charge,
enabling up to an astonishing 39 hours of video playback.
Next, let’s talk about the Pro camera system,
which combines incredible hardware with advanced computational photography
to capture beautiful photos and videos.
The iPhone 17 Pro camera system gets even more powerful and versatile.
To tell you about it, here’s Patrick.
iPhone 17 Pro and iPhone 17 Pro Max
feature the best camera system we’ve ever made,
with high-resolution sensors on each camera!
On the front, we have the 18MP Center Stage camera,
our innovative new front camera system.
The wider field of view and higher resolution are particularly useful
when recording yourself speaking directly to camera,
making our Pro models the absolute best choice
for content creators.
On the rear, all three cameras are 48MP for the very first time.
And not only are the sensors 48MP, but all three are Fusion cameras.
We have updated the imaging pipelines for better resolving power.
That means you’ll get more detailed images at every zoom range and light level.
The extended plateau on iPhone 17 Pro is also designed to house
an all-new 48MP Fusion Telephoto camera.
It offers a 4x zoom at 100 mm, and a far-reaching 8x zoom at 200 mm,
our longest optical-quality zoom ever!
iPhone 17 Pro has our next generation tetraprism telephoto,
with an improved 3D sensor shift image stabilization system.
This was necessary because it features a sensor that is 56% larger
than the previous generation,
which improves sharpness in bright light,
and provides better detail across all light levels.
The new telephoto camera provides a longer reach and gives more creative choice.
The 4x at 100 mm is a classic lens for portraiture,
providing a flattering perspective, and new options for framing.
It’s perfect for nature photography, freezing motion,
and capturing stunning detail.
With the additional 8x 200 mm lens, we can get closer still,
with a beatiful depth of field.
And, like the 2x Telephoto, the 8x also utilizes the updated Photonic Engine,
which integrates machine learning into even more parts of the image pipeline.
We apply deep learning models for demosaicing,
which constructs the image from the raw output
using the quad-pixels in the imaging sensors.
This preserves natural detail, reduces noise,
and results in significantly improved color accuracy, especially in low light.
And now, the digital zoom is up to 40x for photos!
With the new 48MP Fusion Telephoto camera system,
iPhone 17 Pro has the equivalent of eight Pro lenses in your pocket!
We put iPhone 17 Pro in the hands of some world-class photographers.
Let’s take a look at some of the fantastic images they captured.
Those photos are absolutely beautiful!
Now, let’s talk about video.
Our Pro models already lead the way in smartphone video.
To match our quality, format support, and seamless integration
in professional workflows, you’d have to look to dedicated pro camera systems.
No other smartphone comes close.
We're even filming this event with iPhone 17 Pro.
How cool is that?
Amazing Pro features like Dolby Vision HDR,
4K120, ProRes Log,
and support for ACES have been loved by filmmakers,
who also love how iPhone allows them to be closer to their subjects,
more intimate, more nimble, and more flexible.
This year, we’re bringing some of our most requested Pro video features,
allowing iPhone to integrate even more seamlessly
into the largest, and smallest, of productions.
We’re adding support for ProRes RAW capture,
which is the industry-leading Apple-developed video codec
that records all of the information captured by the camera’s sensor
to provide unparalleled flexibility in post-production.
It is ideal for high dynamic range video,
and since we introduced it,
it has become the industry standard for productions requiring
the highest level of control and quality.
ProRes RAW capture is supported by Final Cut Camera
and Blackmagic Camera, and APIs are available for other developers.
We’re also adding support for Genlock,
which enables super precise video synchronization.
It is particularly useful for content creators and streamers.
Whether using multiple cameras or onscreen graphics,
Genlock allows for accurate and professional-looking transitions
without hours of manual frame-by-frame alignment.
When using an array of cameras, Genlock enables advanced filmmaking tools
and techniques like time-splicing, or “bullet time”
which allows filmmakers to change
the audience’s perspective while freezing time.
Genlock is supported via the new Blackmagic Camera ProDock,
and we have APIs available for others as well.
We’re thrilled to bring these advanced filmmaking tools to iPhone,
making them more affordable and approachable.
iPhone 17 Pro truly sets a new standard.
And to complete the experience, we’ve also designed a range of new accessories.
We’re introducing our TechWoven Case, with a new, innovative material.
This woven textile is crafted with a technical process
that uses multiple yarn colors to create a sophisticated look,
while a protective coating provides
resistance to scratches and stains.
We also have clear cases, as well as a great selection of colors in silicone.
All of our cases feature a new button design that feels even better
and more precise than before!
The beautiful and functional Crossbody Strap
that you saw with iPhone Air
is designed to pair with TechWoven Cases for iPhone 17 Pro and 17 Pro Max,
as well as Silicone Cases for all iPhone 17 models.
So that’s iPhone 17 Pro!
By far the most powerful and versatile iPhone we’ve ever made.
This is a huge upgrade, featuring a stunning design and powered by A19 Pro
for our best performance ever.
It also delivers an enormous leap in battery life.
All 48MP Fusion cameras on the back and 8x zoom,
along with our innovative Center Stage camera on the front.
Plus, it supports the latest features in iOS 26, Apple Intelligence,
and so much more.
Let’s see the iPhone 17 Pro in action.
This is, without question, our best iPhone lineup ever!
All of the new models will start with 256GB of storage,
giving you more room for your photos, videos, apps, and memories.
iPhone 17 starts at $799,
keeping the same great price.
iPhone Air starts at $999, and iPhone 17 Pro starts at $1099,
the same great price as last year’s 256GB iPhone 16 Pro.
And for the first time, a 2TB configuration
is available on iPhone 17 Pro Max.
We also have amazing offers, from Apple and our partners.
You can get up to $1100 off when you trade in an iPhone 13 Pro or newer,
in any condition.
And the iPhone lineup starts at just $599 with iPhone 16e.
Pre-orders for all new models start this Friday, and they will be available
starting September 19th.
And now, back to Tim.
These iPhone 17 Pro models are the most advanced
pro models we’ve ever created.
And this new iPhone lineup represents the biggest leap ever for iPhone!
The products and innovations we introduced today,
along with the power of Apple Intelligence,
will enrich people’s lives in so many ways.
It reflects our deep commitment to designing industry-leading products
and experiences.
Because we’ve always believed that when something is designed
with great care, with absolute attention to every detail,
every material, technology, and interaction,
that the result can impact our lives in powerful and profound ways.
And change the world for the better.
Thank you very much for joining us. Have a great day.
Shot on iPhone. Edited on Mac.