(Cheers and applause)
(Music playing)
(Cheers and applause)
>> TIM COOK: Thank you!
Thank you! Thank you.
Thank you. Wow!
Thank you. Thank you.
Good morning!
And welcome to the
Steve Jobs Theater.
As you can tell, today is
going to be a very different
kind of event.
We have got some really
exciting things to share with
you, and we are going to
have some fun along the way,
so let's get going.
For decades, Apple has been
creating world-class hardware
and world-class software.
We have also been creating
a growing collection of
world-class services, and
that is what today is all about.
(Cheers and Applause)
So what is a service?
Well, if you look it
up in the dictionary,
you will see that a service is
defined as the action of helping
or doing work for someone.
At Apple, our services are
actively working to help our
customers get the most out of
their products and to enrich
their lives.
Using the iPhone as an
example, let's take a look at
our services in action.
The iPhone you carry with you
with its powerful hardware and
powerful software allows you to
capture the very best moments of
your life, and our iCloud
service helps you easily share
those photos with loved ones and
automatically makes your entire
photo library available across
all of your devices, anytime,
anywhere, safe, and protected.
This is just one example of
the benefits that come from the
seamless integration
of hardware, software,
and services.
And this is something that Apple
does better than anyone else.
(Applause)
Thank you.
Thank you.
Now, we have a whole range
of services, like iCloud,
our service which keeps your
contacts, calendar, notes, and,
as I just showed
you, your photos,
and even your documents
up-to-date across all of
your devices.
Siri is the most popular
personal assistant in the world
that helps you get
things done just by asking.
And Apple Maps, the most used
navigation system on iOS by far.
Apple Pay is our service that
lets you make secure purchases
in stores and
apps and on the Web.
And we offer communication
services like Messages and
FaceTime so you can
stay connected with people
that you love.
We provide services that help
you locate your devices with
Find My iPhone or simply know
that your kids made it to school
on time with Find My Friends.
And then there is Apple Music
and Podcasts and Books and the
App Store and Apple News,
services that deliver incredible
content and experiences
directly to you whenever and
wherever you are.
Now, most of these
services are free,
while some of them are paid,
offering very valuable content
from talented creators,
storytellers, and artists.
We take this same approach at
Apple with our services as we do
our products.
They have to be easy to use.
They have an uncompromising
attention to detail and design
and engineering.
They are designed to
keep your personal information
private and secure.
(Applause)
And with our
services, we do even more.
They are curated by
our expert editors.
They are
personalized just for you.
And they are designed to be
shared with your entire family.
Now, today we are excited to
extend our services even further
making them even more
entertaining, more useful,
and more informative.
So let's get
started with Apple News.
(Cheers and Applause)
When we created Apple
News over three years ago,
we wanted to provide the best
way to read the news on your
iPhone and iPad, and we felt we
could make a difference in the
way that news is
experienced and understood,
a place where the news would
come from trusted sources and be
curated by experts.
Now, this is a very different
approach than others have taken.
As Slate pointed out by
hand-picking its publishers and
stories, Apple News prioritizes
a news source's reputation and
the value of its content over
the propensity of its headlines
to garner clicks and likes.
(Applause)
With news being
so important to us,
it's critical
that it be trusted.
With over 5 billion
articles read each month,
Apple News is now the number
one news app! Unbelievable!
(Applause)
In fact, Apple News has become
an essential daily destination
for millions of people.
Our editors pick the Top Stories
every day so you can stay on top
of important news.
You get a personalized news
feed delivering stories on
topics that are most
interesting to you,
whether they come from
publishers that you regularly
read or from ones that you
are completely new to you.
Now, when it
comes to major events,
our team of editors curate
collections of the best stories
from news, and sports,
entertainment, and so much more.
Now, probably like many of you,
I love the feeling of being at
the newsstand with all of those
beautiful and thought-provoking
magazines
covering so many topics.
We want them all, but we
might only be able to get
one or maybe two.
But what if we
could have them all?
Well, today we are
going to do just that.
We are bringing
magazines to Apple News.
(Applause)
With amazing design
and striking photography,
in-depth journalism,
magazines are iconic and a
part of our culture.
They follow and create the
latest trends in fashion and
style, they entertain, they
educate us about the world we
live in, they provide insights
into science and technology,
they go behind the scenes with
exclusive interviews of our
favorite artists, they feature
the work of some of the world's
best journalists, they
cover the world of sports,
they bring today's business
innovation and technology into
focus, and they
tell stories that
give us perspective.
All of these magazines come to
life in an all new service that
we call Apple News+.
(Applause)
This is going to take Apple
News to a whole new level.
We've made a video about the
power of journalism and its
cultural impact and I would
love to play it for you now.
(Music playing)
>> REBECCA TRAISTER: My passion
as a journalist has been to help
readers better understand the
moment that we are living in.
>> AARON HUEY: I definitely go
further to get a shot than my
wife would like me to go.
>> SAMIRA NASR: I think fashion
magazines play such a huge role.
Magazines allowed me to
kind of see people that looked
more like me.
>> DANA SCRUGGS: You
have to have more voices.
Representation in front of
the camera is important,
but representation behind the
camera is even more important.
>> REBECCA TRAISTER: One of the
functions of journalism in this
moment is to offer a
fuller picture of power.
Who has it?
Who doesn't have it?
And what the costs
of that have been.
>> AARON HUEY: Photography
can take us anywhere in that
infinite world of stories and
gives you an empathy that you
could have never imagined.
>> REBECCA TRAISER: Great
writing ideally helps people
make sense of the world.
>> WALTER IOOSS JR: Sports
photography is my life and
that's what I have been
inspired by, freezing time.
>> REBECCA TRAISER: Part of my
job is to shed light on stories
that have been kept in the dark.
>> AARON HUEY: The container
for these stories is changing.
If we have a place to go to
that we can trust to hold all of
those stories,
that is going to help.
(Applause)
Thank you.
Thank you.
Now, to tell you
more about Apple News+,
I'd like to
invite up Roger Rosner,
Vice President of
Applications. Roger.
>> ROGER ROSNER: I'm thrilled to
tell you about the new service
we are bringing to Apple News.
Our goal for Apple
News+ was simple,
we wanted to create the best
magazine reading experience ever
for a mobile device.
Apple News+ will bring you
over 3,000 magazines across all,
I'm sorry, 300 magazines
across all sorts of topics,
like entertainment,
fashion, news, and politics.
We've got great
health magazines,
and great lifestyle magazines.
We've got
magazines for travelers,
magazines for foodies,
magazines for gear heads.
We've got magazines for just
about every passion
under the sun.
And Apple News+ is the only
place where you will find all of
these magazines in
a single package.
(Applause)
To show it to you, I'd like
to invite up Wyatt Mitchell,
Apple's Director of
Design for Applications.
(Applause)
>> WYATT MITCHELL:
Thank you, Roger.
Let's take a look at
the new Apple News+.
It all starts with the
same great Apple News free
experience, and that means
it's got Top Stories,
it's got Trending Stories,
and here are my personalized
recommendations in for you.
With an Apple
News+ subscription,
the experience gets even better.
It means I get
the latest magazines.
With this design, we wanted to
add the best of the magazine
experience into the app, and
that starts with the covers.
We wanted to make
them even more inviting,
an entrance into another world,
so we created the live cover.
Check this one out
from National Geographic.
It's an amazing aerial view.
(Applause)
It's an amazing aerial
view of Sydney, Australia,
and what looks like
an incredible issue.
So let's take a look.
When I tap on the cover, I am
taken to the table of contents
where I can see all the
articles in the issue.
I can jump to whichever one
I'm interested in like this.
And here I land in a
National Geographic article,
beautifully designed, and
full of amazing infographics.
Apple News+ makes the experience
of diving into an issue even
more fun and exciting.
It's really like having
National Geographic designed
for my phone.
And to get more, I can just tap
on the table of contents or I
can
browse the issue by simply
swiping from article to article
like this.
I can read full magazine issues
no matter where or when right on
my phone.
All right, let me get
back to the Today tab.
There are more recommendations
of articles and issues here,
but the place to explore all
magazines is the News+ tab.
Here we wanted to design a home
dedicated to everything about
enjoying magazines.
I can easily find my
favorite titles right
here in My Magazines.
There is the National Geographic
I was just looking at.
Here's one of my all-time
favorites, the New Yorker.
I'll also see suggestions like
Popular Science here based
on my interests.
And recent issues are
automatically downloaded so I
will already have them
before I board a flight.
Scrolling down, here is
one of our first looks.
It's the new cover of Rolling
Stone featuring some of the
stars of Game of Thrones.
Now, everything here is curated
by the Apple News editors and
personalized, which makes it
really easy to discover a great
article or explore a topic like
this group of travel stories
recommended for me.
I have been reading a lot
about Costa Rica recently,
and while I'm not a
regular reader of Marie Claire,
I can see that News+ is
recommending their article on
traveling there, which is
really smart and really great.
I will also see featured
articles like this one from
Wired Magazine, and new issues
like this one from Essence with
Issa Rae on the cover.
Now along with the cover, I
can see a few articles from the
issue, which makes it
really easy to browse.
Now I'm going to tap on this
cover story because I'm a big
fan of her show Insecure.
And here we enter another
beautifully designed article.
Design plays such a
big part of magazines,
we really wanted to give the
titles their ability to express
their own unique look and
feel through their design,
typography, and photography.
This is really a
great example of it.
This is Essence
designed for the phone.
So it looks great
here on the phone.
Let's take a look
at it on an iPad.
I'm going to open up the
same article on the iPad.
And as you can see, the
article looks fantastic here
too, and nicely
adapted to the larger size.
And just like on the phone, I
can always tap on the table of
contents to navigate
to another article.
I'm going to try
this beauty story.
And here we have a
beautiful photo essay.
The iPad really shows off
great photography like this.
Now, if I'm looking for
something specific or just
wanting to browse, I can
navigate to the full breadth of
the catalog by just
tapping here at the top,
and here I have hundreds
and hundreds of magazines.
I can find my sports,
my music, my travel.
I can find the entire Newsstand
that Tim referred to right here
on my iPad.
And that's the new Apple
News+, the best mobile magazine
experience ever.
Back to you, Roger.
(Applause)
>> ROGER ROSNER:
Thank you, Wyatt.
I think Apple News+ is awesome.
No one has ever made digital
magazines as gorgeous and
readable as this.
Whether you like to read
whole issues cover to cover or
individual articles, Apple
News+ is the best way to read
magazines on your device.
But Apple News+ is
about more than magazines.
Apple News+ also includes
some of the most popular premium
digital
subscriptions like The Skimm.
(Applause)
But we didn't stop there.
Apple News+ also includes the
country's largest metropolitan
newspaper and a rising
star, the L.A. Times.
(Applause)
And I'm super proud to announce
that Apple News+ also includes
one of the
world's top newspapers,
The Wall Street Journal.
(Applause)
And, of course, Apple News+ is
built on a foundation of expert
human curation
and industry‑leading
personalization, so finding
what you are looking for in that
incredible collection
of content is as easy as
launching Apple News.
When we announced Apple News,
we told you we designed it to be
private from the ground
up, and that's still true,
and it's even
more important today.
So sometimes people ask us,
how do we recommend the best
articles for you without
compromising your privacy?
The answer is we download groups
of articles from our servers,
and then we use on
device intelligence
to make recommendations.
And that means we don't
know what you read,
and in addition to that,
we don't allow advertisers
to track you.
(Applause)
So what you read about in
Apple News will not follow you
across the Web.
So Apple News+, over
300 great magazines,
The Wall Street
Journal, the L.A.
Times, those great premium
digital subscriptions.
There has literally never been
an offer like this before.
If you were to subscribe to
all of these individually,
it would cost you
over $8,000 per year.
But with Apple News+,
you pay $9.99 per month.
(Applause)
And that's not just for you.
We thought this was so important
we decided to make this
available to your entire
family with Family Sharing
at no extra charge.
(Applause)
Each person in your family gets
full access to that incredible
catalog on their own devices
with their own favorites and
their own personal
recommendations.
It's an amazing value.
Apple News+ is available today,
just download today's updates of
iOS and macOS and launch
Apple News and the first
month is free.
(Applause)
And in addition to launching in
the U.S., I'm happy to say we
are also bringing Apple News and
Apple News+ to Canada in both
English and in French.
(Applause)
And we are adding over 30 great
Canadian magazines to Apple
News+ along with the top
newspaper in Canada, The Star.
(Applause)
And later this year, we will
be bringing Apple News+ to
Australia and we will be coming
to Europe starting with the U.K.
(Applause)
So that's Apple News+, a premium
subscription built right into
Apple News that brings you the
world's best publications all in
one place, built on the
principles that guide all
of our services.
We are super excited about this.
We hope you like it.
Thanks so much!
(Applause)
>> TIM COOK: This is
really important to us.
We believe in the power of
journalism and the impact it can
have on our lives.
We want to make a valuable
contribution to the industry and
to society as a whole.
We think Apple News+ is going to
be great for customers and great
for publishers.
(Applause)
Now let's talk about Apple Pay.
(Applause)
We launched Apple Pay with a
vision to replace the wallet,
and people are
absolutely loving it.
Apple Pay is the simplest, most
secure, and private way to pay,
and its growth has been
literally off the charts.
In fact, we are on target to
surpass 10 billion transactions
this year.
(Applause)
This is huge!
We are looking forward to a
future where all payments are
made this way.
Now, retail acceptance of Apple
Pay has already past 70% in the
United States and it's even
higher in many other countries
like Canada and the United
Kingdom and so many more which
broadly accept Apple Play.
In Australia, we have achieved
an amazing 99% acceptance.
And we have been adding
more and more countries.
And by the end of this year, we
expect that Apple Pay will be
available in more
than 40 countries.
(Applause)
Apple Pay has also made
riding transit easier and more
convenient than ever before.
Every day, millions of customers
in these cities use their iPhone
or their Apple Watch to go
quickly through the turnstiles
and get on their way.
And I'm excited to tell you that
we are bringing Apple Pay to
transit in major
cities in the U.S.
starting right here on the west
coast with Portland and rolling
out in Chicago and New
York City later this year.
(Applause)
So retail, transit apps,
on the Web, Apple Pay cash,
there are so many ways to use
Apple Pay with its convenience,
security, and privacy.
And it's become the preferred
way to pay for almost anything.
But we want to take the Apple
Pay experience even further.
And we saw an opportunity to
transform another fundamental
method of payment, and
that's the credit card.
Now, with the success and
momentum of Apple Pay,
we have learned a lot
about credit cards.
While we all need them, there
are some things about the credit
card experience that
could be so much better,
like simplifying applications,
eliminating fees,
lowering interest rates,
offering clear and compelling
rewards, and, of course,
providing the security and the
privacy that people have
come to expect for Apple Pay.
By bringing together
our hardware, software,
and services, we are going to
do all of this and so much more
changing the entire
credit card experience.
Today we are introducing a
brand-new service and we call it
Apple Card.
(Applause)
Apple Card was created by Apple
and built on principles that we
stand for like simplicity
and transparency and privacy.
To tell you all
about Apple Card,
I'm very pleased to
invite up Jennifer Bailey,
Vice President of
Apple Pay. Jennifer.
(Applause)
>> JENNIFER BAILEY: Thank you.
With Apple Card, we
have completely rethought
the credit card.
A new kind of card that takes
advantage of everything iPhone
offers is designed for a
healthier financial life and
sets a new level for
privacy and security.
Apple Card is designed
to take advantage of the
power of the iPhone.
This means it can do all sorts
of things that no other credit
card can do.
For starters, you don't have
to wait days to get your card.
Just sign up on your iPhone,
and in just minutes you get your
Apple Card and you can
start using it right away.
(Applause)
You can use it worldwide
anywhere with Apple Pay,
in apps, in stores, on the Web,
and your Apple Card will be
available across all
of your Apple devices.
Apple Card is also always with
you because it's in your iPhone
in the Wallet app, and the
Wallet app has completely new
capabilities, so you can see
everything you need to know
about your Apple Card,
like what you have spent,
how much you've spent,
and when your payment is due.
We've also made it
really easy to get help.
With Apple Card, if
you have a question,
just text us
right from Messages.
Everything from getting details
on a transaction to letting us
know your new address, it's
as easy as messaging a friend.
(Applause)
Next, we've taken on an
important challenge with Apple
Card to help everyone live
a healthier financial life.
It starts with having a better
understanding of your spending
so you can make smarter
choices with your money.
Many of you looking at your
credit card statements today
might recognize seeing
transactions that look like
this, cryptic merchant
names that are pretty
hard to decipher.
With Apple Card, we use Machine
Learning and Apple Maps to
transform this mess into
names and locations that
you will recognize.
(Applause)
Apple Card also
automatically organizes and
totals your purchases, so you
can see how much you've spent
and exactly where you've
spent it with Apple Maps,
and you can keep track of your
spending by categories like food
and drink, shopping,
entertainment, and more.
Where each category is
represented by its own color,
like orange for food and drink,
and Apple Card also shows you
how your spending is trending
week over week or month or
month, so you can decide in real
time if you need to or want to
change your spending.
Next up, let's
talk about rewards.
Most rewards
programs use points.
With points, you are never quite
sure how much they are worth or
where or when you can use them.
With Apple Card, we want you
to get the most for your money.
So every time you spend with
Apple Card, you get cash back,
and you get it every day.
It's my favorite feature,
and we call it Daily Cash.
(Applause)
So when you are
buying your morning coffee,
shopping for groceries, and any
time you pay using Apple Card,
you get Daily Cash, not a
month from now, but every day.
So every day you spend, cash is
added to your Apple Cash Card,
which is also in the Wallet app.
And it's cash, like real cash,
so you can do anything with it.
Use it to pay down your balance,
spend it wherever you use Apple
Pay, or send it to
friends using Messages.
In fact, every time you pay
with your iPhone or Apple Watch,
you will get 2% of the
purchase amount in Daily Cash.
(Applause)
And for purchases
made directly from Apple,
like from our Apple Retail
stores, from our App Store,
or when you purchase services
like Apple Music or News+,
you get 3% Daily Cash.
(Applause)
And the amount of Daily Cash
that you can receive every day
is unlimited.
So that's Daily Cash.
Every day, cash, for you.
How great is that?
(Applause)
Another area where we can make
a really big impact in improving
your financial health is helping
you understand how much you owe,
and if you want to
pay it back over time,
how much it will cost you.
This is how most cards
show your payment options,
with an emphasis
on minimum payments,
which costs you a
fortune in interest,
and seem to be designed
to keep you in debt.
With Apple Card, our goal is
to help you save on interest,
so we start by making it easy to
see a range of payment options.
And because Apple Card
calculates interest in real
time, as you select
different payment amounts,
you can make a more informed
payment decision understanding
the true cost.
Another way to save on
interest is to pay more often,
say, biweekly or weekly, so we
have added the flexibility to
schedule more frequent payments.
And when we thought about a
financially healthy credit card,
all of the fees and high
interest rates that most banks
charge are just not okay.
So Apple Card does not
have any fees, no late fees,
no annual fees, no international
fees, and no over limit fees.
No fees.
(Applause)
And our goal with Apple Card is
to provide each customer with an
interest rate that is among
the lowest in the industry.
Even if you miss a payment, we
won't charge you a penalty rate
like most banks do.
Our goal is to make it easier
for you to pay down your
balance, not harder.
To create a credit
card, you need a bank,
and to create a credit card
as innovative as Apple Card,
we needed a bank that was
willing to do things that had
never been done in
the industry before,
so we partnered with Goldman
Sachs as the issuing bank of
Apple Card.
As a newcomer to
consumer financial services,
Goldman was up for the
challenge of doing something
more bold and innovative.
We are also excited to be
working with MasterCard who has
been a fantastic partner
on Apple Pay from the start.
With MasterCard's
Global Payment Network,
Apple Card will be
accepted all over the world.
(Applause)
We also designed Apple
Card to set a new level for
privacy and security.
Security is totally
integrated throughout the
hardware and software.
When you get your Apple Card, a
unique per device card number is
created and stored
safely in the Secure Element,
a special security
chip used by Apple Pay.
Each payment includes a one‑time
dynamic security code which
protects your card number
from being used without your
authorization, and every
purchase is authenticated with
Touch ID or Face ID.
With all of these
security features,
Apple Card is the
more secure way to pay.
And Apple Card is designed
with your privacy in mind.
We created a unique
architecture for Apple Card
where Apple doesn't know what
you bought, where you bought
it, or how much you paid for it.
So features like spend tracking
and categorization all happen
using on device
intelligence, not on
Apple servers.
(Applause)
And for Apple Card, Goldman
Sachs will never share or sell
your data to third parties
for marketing or advertising.
(Applause)
So that's Apple Card, designed
for iPhone and a healthier
financial life and sets a new
level for privacy and security.
But that's not all.
For those rare times when you
happen to be somewhere where
Apple Pay is not yet
accepted, we designed something
for that, too.
And, you know, when
we design something,
we design it to be the best,
and we would like to show it
to you now.
(Music playing)
(Applause)
>> JENNIFER BAILEY: The card is
titanium and your name is laser
etched on it.
It's the most
beautifully designed card ever.
And your Apple Card is
more secure than others.
It has no card number, no CVV,
no expiration, and no signature.
(Applause)
Of course, if you ever
need that information,
it's in the Wallet app.
As I noted earlier, you will
receive 3% Daily Cash for
purchases made
directly from Apple,
2% Daily Cash for Apple Pay, and
when you make a purchase with
this beautiful titanium Apple
Card, you get 1% Daily Cash.
(Applause)
So that's Apple Card.
There's never been a
credit card like it before.
Apple Card will be coming to
the Wallet app in the U.S.
this summer and we think
you are going to love it.
Thank you.
Back to you.
(Applause)
>> TIM COOK: Thanks,
Jennifer. Great!
With our hardware,
software, and services,
we think that Apple is uniquely
positioned to make the most
significant change in the credit
card experience in 50 years,
and we can't
wait to get started.
Now, let's turn our
attention to the App Store.
(Applause)
Apps have reshaped the way
that we work, connect, learn,
and play.
From day one, the App Store has
been a safe and trusted place
for users to
discover and download apps.
We review every single
app before it goes live.
We also have a team of expert
editors creating rich editorial
content and curated
collections of the best apps.
The App Store has become
the essential destination to
discover new apps, to learn more
about the apps you already have,
or just to meet the
developers behind them.
It's no wonder that the App
Store is now visited by over a
half a billion people each week.
Now, the most popular category
on the App Store is games.
In fact, iOS has become
the largest gaming platform
in the world.
(Applause)
Now, we want to make
gaming even better.
To tell you more about
what we have planned,
I'm pleased to
bring up Ann Thai,
Senior Product Marketing
Manager of the App Store. Ann.
(Applause)
>> ANN THAI: Thanks, Tim.
Many games on the App Store
are not just hits but also
cultural phenomena.
You know about them regardless
of whether you have played them.
They become part of pop culture
like the many Fortnite emotes we
have seen on the playing field.
And all of this is no surprise
when there have been over one
billion people who have
downloaded games from
the App Store.
(Applause)
The App Store supports a vibrant
gaming community of players of
all ages and backgrounds from
around the world with a catalog
of nearly 300,000 games.
The App Store has
both free and paid games.
Free games are either supported
by advertising or have in‑app
purchases, like Clash Royale.
These are incredibly popular and
hundreds of millions of people
love playing them.
With paid games, customers
pay up front for the full
experience, like
Monument Valley 2.
These games often have
incredible stories and capture
your imagination with their
original art and music.
They are some of the
most critically acclaimed
games ever made.
But competing with free is hard,
so these games haven't been as
successful for developers and
they haven't been as easy to
find for players.
We think we have come up with a
great new way to bring more of
these amazing games to more
people than ever before.
We are working with some of the
most creative game developers in
the world on a new kind of
service designed specifically
for games like these, a service
that is giving them the freedom
to do the best
work of their lives.
We call it Apple Arcade.
(Applause)
Apple Arcade is the world's
first game subscription service
for mobile, desktop,
and living room.
With Apple Arcade, we
have carried a collection of
brand-new games
that redefine games,
and we are not
just curating them,
we are backing their development
and our team is working closely
with developers to
bring these games to life.
We are really
excited about this,
and so are the
creators we are working with.
Let's hear from
some of them now.
(Music playing)
>> CHARLES CECIL: It's an
extraordinary time to be
writing games.
Beyond a Steel Sky is super
ambitious in that it's taking a
full, high quality console
game directly to mobile.
We are working with the
legendary comic book artist Dave
Gibbons who
cocreated and drew Watchmen.
The story, character
modeling, graphics, the audio,
all of those come together to
create a game play experience
that's completely immersive.
>> SAM ROSENTHAL: Where Cards
Fall tells a very personal
coming‑of‑age story that other
publishers wouldn't take a
chance on.
We are not shying away
from uncomfortable,
formative experiences.
We see the characters at school,
we see them at the homecoming
dance, we see them have
a fight with their mom.
It's really important
for us to be authentic.
>> CEDRIC ADAMS: There's no
guns, there's no killing.
We're just telling a story.
We are almost the complete
opposite of the current market,
and most people typically
wouldn't see it unless Apple
Arcade existed.
>> DENIS MIKAN: We wanted
Lifelike to have a calming
effect on players.
I'm not aware of another game
that uses swarm behavior as its
main game mechanic.
This fascinating beauty was
inspired by natural phenomenon.
We just simply don't want to be
responsible for adding another
layer of chaos into the world.
>> BEKAH SALTSMAN: Overland is
a post-apocalyptic road trip
strategy game.
The cool thing about it is every
time you play, it's different.
You never know what people
you're going to meet or what
places you're going to go.
We're really excited that Apple
was doing this platform because
people have iPads,
people have iPhones,
and that means bringing a
whole new audience to games.
That's awesome.
>> MALE SPEAKER: Apple Arcade
is like the perfect avenue for
expanding creativity.
>> BEKAH SALTSMAN: For us,
it was like, ah, finally,
finally someone who gets it.
>> DENIS MIKAN: Apple Arcade is
all about giving developers the
freedom to come up with really
interesting ideas that could
never have been
done by the mainstream.
Everything is changing.
(Applause)
>> ANN THAI: These
developers are some of the
greatest storytellers
and artists in the world.
From immersive AR to
ground-breaking multiplayer,
they are creating games that
have never been possible before.
These games are insanely fun
and will appeal to the kid in
all of us.
And with Apple Arcade, you will
get to play all of these games.
With a single subscription, you
will get access to over 100 new
and exclusive games that
will raise the bar for what's
possible in gaming.
You won't find these games on
any other mobile platform or in
any other subscription service.
So how will you
get to Apple Arcade?
Apple Arcade will be a new area
right on the App Store with its
own dedicated tab.
Rather than pay up
front for each game,
your subscription will allow you
to download and play any Apple
Arcade game from the App Store.
And we will be adding
new games all of the time.
With full access to this
amazing collection of new games,
you will have the freedom
to try whatever you want
whenever you want.
You will be able to play Apple
Arcade games across iPhone,
iPad, Mac, and Apple TV, and
pick up where you left off in a
game even if you switch devices.
And unlike streaming services,
every game will be playable
offline, so you can play
anywhere regardless of your
Internet connection.
(Applause)
All Apple Arcade games
will be all you can play,
so all game features,
content, and future updates
will be included.
There will be no adds and no
additional purchases needed,
and parents can manage
kids' access with our
screen time features.
Like all of our
products and services,
we've designed Apple Arcade
to be a great experience.
The App Store already works
hard to protect your privacy.
With Apple Arcade, we are
taking it even further.
Apple Arcade games cannot
collect any data about you nor
track any information about how
you play their games without
your consent.
Also, Apple Arcade will be
curated by our team of expert
editors, offer
personalized recommendations,
and your family will
be able to enjoy it for
no additional charge.
(Applause)
We really think you are
going to love Apple Arcade,
a game subscription
service unlike any other.
You will enjoy over 100 amazing
new and exclusive games and more
games will be
added all of the time.
So, who is ready to see more
of these incredible games?
(Applause)
Here is a sneak peek of
some of the games coming
to Apple Arcade.
(Music playing)
(Applause)
Apple Arcade will be available
this fall in over 150 countries
and regions around the world.
Pricing and more
details to come.
And that's a sneak
peek of Apple Arcade.
(Applause)
>> TIM COOK: Thank you, Ann.
I can't wait until
all of us can play.
Now, let's talk about TV.
(Applause)
For over a decade, we have
been bringing you innovative TV
experiences from the first TV
shows that you could download
right to your iPod to the
best-in-class cinematic picture
and sound quality of
today's Apple TV 4K.
We have done it
because we love TV.
TV is more than
just entertainment.
It's cultural.
TV, at its best, enriches our
lives and we can share it with
people that we love.
Today there is so much to watch
in more ways than ever before.
And with so many choices,
sometimes it's hard to know
where to start.
That's why we
created the Apple TV app.
It's one place to easily
discover shows you will love
from over 150 streaming
apps across your iPhone, iPad,
and Apple TV 4K.
In fact, our vision for Apple
TV app is to bring together your
favorite shows,
movies, sports, and news,
and make them available
on all of your devices,
so you can spend less time
looking for something to watch
and more time enjoying it.
Today we are excited to show
you an all new Apple TV app.
And to tell you all about it,
I'd like to invite up
Peter Stern, Vice
President of Services. Peter.
(Applause)
>> PETER STERN: Thanks Tim.
Let's start with what you watch.
Beginning with movies, all of
the new releases and the massive
iTunes movie
catalog, over 100, 000
titles plus your
personal library,
are now all built
into the Apple TV app.
If you love movies, the new
Apple TV app is now the place
for you.
Next, if you subscribe to cable
or satellite TV, like Spectrum,
DirectTV, or Optimum, or one
of the new Internet Live TV
providers, you can now access
all of your sports, news,
and network TV right
inside the Apple TV app.
For so many people, these cable
bundles are convenient because
you can get access to hundreds
of channels for just one price.
If you want it all,
there is no better way.
But for some of us, the big
bundle is more than we need,
so we designed a new TV
experience where you could pay
for only the channels
you want, all in one app,
with the password
you already have.
Watch everything on
demand and ad‑free.
Download your shows to
take with you anywhere.
Enjoy the highest quality
picture and sound available.
And share this great experience
with your entire family.
This is how TV should work.
(Applause)
Now it does with
Apple TV channels.
Only the channels you
want on-demand, ad‑free,
for the entire family,
and all of it is inside the
new Apple TV app.
We are launching Apple TV
channels like HBO, Showtime,
Starz, Epix, CBS All Access, and
everything else you see here,
and we will be adding
even more around the world.
So, to recap, whether you
get your TV from a live 
streaming service like Prime
Video, Hulu, or ESPN Plus,
movies from
iTunes, sports, news,
and network TV from cable or
satellite, or shows from HBO,
Showtime, and Starz with
the new Apple TV channels,
it's all together in one
place, the Apple TV app.
And because there is so much
to watch all in this one place,
we have redesigned the Apple TV
app to make it even simpler to
find what you love.
Let's dig in.
Your home in the Apple
TV app is watch now.
Most of the time we watch TV,
we want to watch our show or
tonight's game or maybe finish
the movie we started last night.
That's where the up
next row comes in.
All of these things you watch,
no matter where they come from,
are here in up next.
It makes it so easy to pick
up right where you left off.
But what do you do when you are
all caught up on your shows?
If you know what you want
to watch next, it's easy.
Just use Siri.
But if you don't know
what to watch, well,
that's where the new
Apple TV app really shines.
Our expert editors are like
that friend you have that always
knows the best shows on TV.
Every day they do the work for
you so you can just watch the
good stuff.
But when it comes to TV,
each of us is unique.
That's why the new Apple TV
app is personalized for you.
We use advanced Machine Learning
to understand what you like to
watch from the subscriptions you
already have so we can help you
find your next favorite show.
And, of course, the new Apple
TV channels are available too,
so when you subscribe to
a channel, like Showtime,
everything from that
channel is in one place.
It's so easy to browse, and you
can play all of it right inside
the Apple TV app, no more
bouncing from app to app.
(Applause)
Moving beyond Watch Now, we
have also created a new home for
movies, so you can buy or rent
iTunes movies like Bumblebee or
you can watch Oceans 8 from your
new Apple channel subscription
to HBO, all of your
favorite movies are here.
The Apple TV app is also
great for sports fans.
You can see current
games with live scores,
check out tonight's match ups,
and even get notifications when
your favorite team is
having a close game.
To show you some of the cool new
stuff the Apple TV app can do,
I would like to
bring out Cindy Lin,
Director of Program
Management. Cindy.
(Applause)
>> CINDY LIN: Thanks, Peter.
Hi, everyone.
I am so excited to show
you the new Apple TV app.
The app is right
here on my Home screen.
Let's dive in.
Everything I'm watching
is here in Up Next.
I can pick up where I left off
in the Marvelous Mrs. Maisel,
watch the next
episode of Project Runway,
or finish watching Bumblebee.
I get my cable from
Spectrum, and I also have Hulu
and Prime Video.
It's all right here
in the Apple TV app.
There is so much to watch.
When I want to
find something new,
this is where the app
really helps me out.
It's always getting
smarter about what I like.
The recommendations in For You
are personalized just for me.
I love Sandra Oh, and I
have been hearing so much
about this show.
I'm definitely adding this
to my Up Next to watch later.
One of my favorite features
is this new way to browse TV.
Swiping is just
like channel surfing,
except every show here is
one I actually want to watch.
And trailers play right here.
>> JASON MAMOA: My father
was a lighthouse keeper.
My mother was a queen.
But life has a way of
bringing people together.
>> CINDY LIN: I love Jason Momoa
in Game of Thrones and I can't
wait to watch Aquaman.
There is already so much here
and it's so easy to add even
more with Apple TV channels.
Everybody has been talking about
the new season of Billions on
Showtime and I need
to get caught up.
I can start my
free trial right here.
It's just a couple of
clicks, and then I'm done.
That's it!
That was so easy!
(Applause)
Now, everything from Showtime is
here in the Apple TV app and I
can start watching right away.
There is nothing else to set up.
I can skip the intro to
get right to the action.
Okay, no spoilers.
I'm going to pick this back
up again later from my Up Next.
I have a 5‑year‑old son and
there is a brand-new kids'
experience for us.
All of my son's
favorite characters are here.
There is Chase from Paw Patrol,
Daniel Tiger, and, of course,
everyone from Sesame Street.
There are so many episodes here,
even the ones that I watched as
a kid.
And whether we want
to learn something new,
be inspired by other kids, or
just let our imaginations run
wild, I love that we have a
safe place to explore together.
(Applause)
So that's a quick look
at the new Apple TV app.
It's the best place to watch TV
on all of my devices and I can't
wait for you to try it.
Back to you, Peter.
(Applause)
>> PETER STERN: Thanks Cindy.
Now, that you have seen
the new Apple TV app,
you are going to want it
on all of your screens.
You just saw it on Apple TV 4K.
It looks and sounds
stunning on iPad.
And everything you saw
is amazing on iPhone.
So for all of those
moments in between,
whether you are on your way to
work or just stealing a moment
for yourself, all of your
shows are always with you.
You will be able to
get this new experience,
including Apple TV channels, on
all of these devices through a
software update this May.
And I'm so excited to tell you
that for the first time we are
bringing the Apple TV
app to the Mac this fall.
(Applause)
And that's not all.
We know you are going to want
this great experience on every
screen in your home, so
we are doing something we've
never done before.
We are bringing the
Apple TV app to Smart TVs.
(Applause)
We're launching the same great
experience with Samsung this
spring, followed by
Sony, LG, and Vizio,
all of the biggest
names in Smart TVs,
and we are even bringing the
Apple TV app to Roku and Amazon
so everyone can have an Apple
TV experience on every screen.
(Applause)
Today the Apple TV app is
available in ten countries,
but we are bringing the all-new
experience to our customers
around the world in
over 100 countries.
(Applause)
The Apple TV app delivers
on all of these principles,
including our commitment that
we won't share your personal
information with anyone.
(Applause)
So that's the new Apple TV
app, your apps, movies, cable,
the all new Apple TV
channels, all in one place on
all of your screens.
Back to you, Tim.
(Applause)
>> TIM COOK: Thank you, Peter.
The new features of the
Apple TV app look really great.
But we have even more to
contribute to the TV experience.
Apple has always tried to
make the world a better place,
and we believe deeply in
the power of creativity.
Our products help people express
their creativity and to tell
their stories because great
stories can change the world.
Great stories can
move us and inspire us.
They can surprise us and
challenge our assumptions.
We feel we can contribute
something important to our
culture and to society
through great storytelling,
so we partnered with the most
thoughtful, accomplished,
and award-winning group of
creative visionaries who have
ever come together in one place
to create a new service unlike
anything that's
been done before.
Apple TV+.
(Applause)
We have two amazing people that
are running this effort for us,
Zack Van Amburg
and Jamie Erlicht,
and I'm very pleased to
introduce you to them now and
ask them to tell
you all about this
incredible new service. Guys.
>> ZACK VAN AMBURG: Thanks, Tim.
Thank you.
Jamie and I are so excited to
be here with all of you today.
As Tim said, great
stories can change the world,
and that's because
great stories connect us,
they connect us to each other,
they connect us to new ideas,
and they even connect us
to new worlds and cultures
we've never experienced.
Now, that's important and it's
powerful and helps connect us to
something bigger than
who we are as individuals.
At Apple, we know that great
stories begin and end with the
incredible
artists who tell them,
the artists who are thoughtful
enough and brave enough to share
their best story
with us and the world.
>> JAMIE ERLICHT: We thought
you would like to meet a few of
these exceptional artists as we
begin to share our vision for a
new service dedicated to
the best stories ever told.
We've asked a few of them to
speak about their inspiration
and creative process, because
if we are going to contribute,
inspire, challenge
assumptions, and change the
world, we need to examine the
art of great storytelling
and the mindset of the
greatest storytellers.
Have a look.
>> STEVEN SPIELBERG: Want me
to help you find your opening?
Well, I would do this.
I would start with a black
screen and I would put a little
speck of light in the
center of the black screen,
and I would have the
light grow in intensity,
and then like the Big
Bang, it explodes.
>> J. J. ABRAMS:
Life often makes no sense.
There is something about stories
that gives a sense of order and
purpose to the world and allows
us to live other lives than the
life we are living.
>> STEVEN SPIELBERG: The best
ideas that I've had have come to
me when I have
least expected them.
They're always intruders, but
they are welcome intruders.
>> SOFIA COPPOLA: Once you
get an idea in your head,
it just keeps nagging at
you until you express it.
>> M. NIGHT SHYAMALAN: That's
the feeling of the idea that
it just becomes irrational.
There is a woman
sitting in a car in a field.
Now I need to know
why she is sitting there.
>> RON HOWARD: I begin to
believe that there's something
of myself that I can
share with an audience.
If I'm thrilled,
that's a good sign.
If I'm laughing, that's
a good beginning.
>> J. J. ABRAMS: It's the spark.
It's the living with the thing.
It's the outlining of it.
>> SOFIA COPPOLA: I find
writing to be the hardest part.
>> RON HOWARD: Writing and
rewriting for months or years.
>> M. NIGHT SHYAMALAN: She dies.
No, she lives.
He dies.
>> STEVEN SPIELBERG: The
first draft, the second draft,
the third draft, the fourth
draft, the fifth draft,
the sixth draft, da‑da‑da‑da,
yadda, yadda, yadda, yadda.
>> J. J. ABRAMS: Then you begin
to build the collaboration that
will help you go on that voyage.
>> STEVEN SPIELBERG: You've got
to find the cast of your dreams.
>> FEMALE SPEAKER: For every
character that I decide to do,
I envision memories for them.
I create the dimensions
of who this woman is.
>> REESE WITHERSPOON: Imagine if
you were this person and imagine
if you lived in that world.
>> RON HOWARD: You have to think
about the environment that the
story exists in.
How are you going to
create that environment?
>> J. J. ABRAMS: What's
the look going to be?
What's the tone?
What's the palette?
How is it going to work?
The costumes, the
props, the set design.
>> SOFIA COPPOLA:
Little by little,
the elements start to
come together and build
on each other.
>> J. J. ABRAMS: It's
electric and amazing.
The thing is becoming alive.
>> STEVEN SPIELBERG: You walk
onto the set and you smell this
amazing aroma of
sawdust, wood, and plaster.
>> JENNIFER ANNISTON: You just
sort of disappear into this
fantasy world.
>> J. J. ABRAMS: So then you
have to think, well,
how are you going
to shoot this thing,
because you're not going to
shoot a movie chronologically,
so you're often starting
the movie shooting the most
dramatic, most painful,
most agonizing scene first.
>> RON HOWARD: My anxiety
often starts at about 3:00 in
the morning.
The wheels have started turning.
There is an excitement
and a dread.
>> DAMIEN CHAZELLE: You
definitely go in with a very
concrete
sense of what you're aiming for,
then you have to be willing to
throw it all away.
>> HAILEE STEINFELD:
Nothing I'm doing is good.
Nothing is working.
>> M. NIGHT SHYAMALAN: The shot
goes up and it's not right,
and that's, that's torture.
>> J. J. ABRAMS: It's not a big
deal when it's just you and a
pad of paper, but when it's
countless numbers of talented
people who are
all waiting around and the
sun is going away.
>> SOFIA COPPOLA: You are under
so much time pressure and you
are kind of holding your breath.
>> M. NIGHT SHYAMALAN:
Tick, tick, tick, tick,
tick, tick, tick.
>> J. J. ABRAMS: The pressure
is on and it's horrifying.
>> STEVEN SPIELBERG:
Fear is good.
At least for me, it's good.
The fear of failure is a kind of
octane that keeps me wanting to
stand on the edge of the abyss,
but at the same time not plunge
to my career death.
>> RON HOWARD: It's all
falling apart and then a
new possibility appears.
>> J. J. ABRAMS: There are those
moments when the actor is
sitting there and she's doing
the thing, the thing that
inspired you months,
sometimes years earlier.
Everyone is quiet and the crew
is just focused and everyone has
done their job to
get you to this moment.
Somehow everything is in sync.
>> JENNIFER ANISTON: There is
truth pumping through your veins
and into the story
that you are telling.
>> STEVEN SPIELBERG: There is
no greater moment than that when
you feel that you are really
cruising and you are one
organism telling one story and
you're all telling it with each
other's contributions.
Nobody is telling it alone.
>> J. J. ABRAMS: The sun
is in the perfect place.
Like the birds go right where
you could never - like there are
moments where you are
like it's impossible.
>> J. J. ABRAMS: Finally,
you wrap the project,
and then it goes out into the
world and you hope that all of
these decisions
that you were part of,
that you collaborated on, it
will move people and touch
people in a way that it
seemed like it was inevitable.
>> RON HOWARD: Nothing works if
the themes don't connect with
the audience.
They have to.
>> DAMIEN CHAZELLE: Sharing
stories with one another makes
us
feel less alone.
>> REESE WITHERSPOON:
Everyone deserves to have
their story be told.
>> OCTAVIA SPENCER: That's what
makes us special is the tapestry
of who we are as human beings.
>> STEVEN SPIELBERG: To become
involved in someone else's life,
that's the idea of
what a story should be.
A story should make you
forget your surroundings,
it should make you forget
your agenda, your day,
and hopefully makes
you forget yourself.
(Applause)
(Cheers and Applause)
>> STEVEN SPIELBERG: Thank you.
Well, I'm so
grateful to be here today.
This is my first time at Apple.
You know, the place where
imagination and technology join
forces to change the
world through sight and
sound and touch.
Now, my first encounter with
science fiction came from an
anthology magazine
called Amazing Stories,
and this magazine had been
in existence for since 1926.
And my father had devoured
it when he was a boy,
and when I was a little
kid, he read this to me,
and the stories he read me were,
as the title promised, amazing,
or so it seemed
to a 5‑year‑old me.
And it's relatively easy to
inspire amazement in the head
and heart of a child.
Kids enter into the booming
confusion of life with a
prodigious capacity for
amazement, and that amazement,
that capacity is a
human birth right.
It's our inheritance.
It's how our interaction with
the marvelous world around us
gets sparks flying
across our brains.
And thanks to the visionary and
inventive folks here at Apple,
my Amblin team and I, are
going to be resurrecting this
93‑year‑old brand and offering
to multigenerational audiences a
whole new batch of Amazing
Stories and we want to transport
the audience with every episode.
Like the World War II pilot
whose plane magically travels
through space and time from the
past and into the present day.
Who will he meet?
Can he return?
Does he want to?
What happens if he doesn't?
It's the universal human
trait to search for meaning,
so in these
disconnected stories,
we think the audience will find
that one compelling narrative
that will make the first season
of Amazing Stories into a single
thematic experience for them
and I hope for all of you, too.
Thank you.
(Cheers and Applause)
>> REESE WITHERSPOON: Thank you!
>> JENNIFER ANISTON: Thank you!
Thank you, guys.
This is so exciting.
Reese and I are so proud to be
a part of this exciting launch
with Apple, officially
announcing our new project,
The Morning Show.
(Applause)
>> REESE WITHERSPOON:
So, in The Morning Show,
we pull back the curtain on the
power dynamics between men and
women in the high-stakes
world of morning news shows.
It's a real insider's view into
the lives of the people who help
America wake up every day.
>> JENNIFER ANISTON: And through
the prism of those under-slept,
over-adrenalized people behind
and in front of the camera,
we take an honest look at the
complex relationships between
women and men in the
workplace, and we engage in the
conversation people are a little
too afraid to have unless they
are behind closed doors.
>> STEVE CARELL: Hello?
Am I late?
Hi, guys. Hey.
>> JENNIFER ANISTON:
Ah, get out here.
>> REESE WITHERSPOON:
Yeah. Yeah.
>> JENNIFER ANISTON:
Steve Carell.
>> REESE WITHERSPOON:
Steve, get over here.
>> JENNIFER ANISTON: Hi, Steve.
>> STEVE CARELL: Hi.
I just, I saw the two of you on
screen up there and I didn't
know if it
was my turn or not.
>> REESE WITHERSPOON:
Oh, yeah. Okay.
>> JENNIFER ANISTON: No, no,
Steve, we have to tell you,
we are so thrilled that you
are a part of the show because,
honestly, you can't have
an honest look at complex
relationships between men
and women with just women.
>> STEVE CARELL: Well, I am just
happy to provide the manliness.
>> REESE WITHERSPOON: Yes, the
Morning Show is seen through the
eyes of two ambitious,
aspirational female characters.
>> STEVE CARELL: And
a prominent male.
>> JENNIFER ANISTON: Yes.
>> REESE WITHERSPOON: Yes,
a prominent male character. Yes.
>> JENNIFER ANISTON: Yeah.
Steve, why don't you say
something about your character?
He's very bold and very dynamic.
>> STEVE CARELL: Yes.
But even more importantly,
Jen, he's bold and dynamic.
He has a lot of gravitas.
He is a great listener.
>> JENNIFER ANISTON: Yeah.
>> STEVE CARELL:
He is also relatable
and extremely handsome.
>> REESE WITHERSPOON: Yes.
>> JENNIFER ANISTON: Okay.
>> REESE WITHERSPOON: Extremely.
>> STEVE CARELL: His colleagues
love him and America loves him.
He also ‑‑
>> REESE WITHERSPOON: He is
surrounded by an exciting
ensemble of other characters all
from the very brilliant mind of
Kerry Ehrin, our
writer producer.
>> STEVE CARELL: She created ‑‑
(Applause)
Incidentally, she created a very
bold, dynamic character for me.
>> REESE WITHERSPOON: She did.
>> JENNIFER ANISTON: Steve, is
there anything else that you
want to add?
>> STEVE CARELL: No.
>> JENNIFER ANISTON: Okay.
>> REESE WITHERSPOON: The
Morning Show is a high-velocity
thrill-ride in which we pose
questions without easy answers
and shine a light on the fault
lines in our society at this
very complicated
cultural moment.
>> JENNIFER ANISTON: All of
this and the chance for us to
collaborate again has brought
me back to television and I'm
really excited about it.
(Applause)
So we can't wait to show
all of you what we have
been cooking up.
>> REESE WITHERSPOON: So be
on the lookout for The Morning
Show.
(Cheers and Applause)
>> JASON MOMOA: Surprise!
Thank you. Woo!
I am ‑‑ we are so
thankful to be here.
I'm pretty stoked!
I'd like to try something
with everyone, so, please,
close your eyes
just for a moment.
Just close them.
I want you to
experience something.
Try to think about the
world this way, heard, touched,
smelled, sensed,
but without sight.
Imagine every human experience
available to you, love, joy,
discovery, terror,
despair, and hope.
Imagine it was all experienced
this way, heard, touched,
smelled, taste
even, but not seen.
Now open your eyes.
And let me spoil this a little
bit, you have no idea what that
would
be like.
Neither do I.
Being blind isn't something
that can get turned on and off.
It's a part of who you are.
It's a part of your soul.
And now while you are at
it, imagine a world evolved,
designed, and built to be
experienced without sight.
We did.
And it yielded the
world, the world of See.
>> ALFRE WOODARD: From the
unfettered imagination of Steven
Knight, See takes place in a
world in which the earth was
devastated by a virus that left
only a few million survivors,
and those survivors,
each and every one of them,
emerged blind.
Our story begins centuries later
at which point the human race
has existed for so long without
sight it's disputed whether such
a thing ever existed.
In this world, we are
going to have our evil queens,
brave heroes, and
thrilling adventure.
But beyond the adventure, See
will ask questions you may have
already started asking
yourselves just now with your
eyes closed.
How much of my experience
of the world is visual?
Without sight, would
it change who I am?
This is a world
constructed unlike any
you have ever experienced.
See is a journey wherein we may
discover something entirely new
about ourselves,
about our world.
As a result, we cannot wait for
you to join us on this journey.
(Applause)
>> KUMAIL NANJIANI: Hi.
Thank you.
I grew up in Karachi, Pakistan.
>> AUDIENCE: Woo woo.
>> KUMAIL NANJIANI: Okay.
Pakistan is in the house. Hi.
What I knew of America, I had
learned from Hollywood movies
and American TV Shows.
So when I was moving to America
at the age of 18, I was excited.
I was excited about the idea
of being dwarfed by skyscrapers
that would loom above the
horizon to herald my arrival.
Then I landed in Iowa.
Okay, Iowa is here too.
And I thought this is
very different from the
America in movies.
You don't -- you guys don't lead
with that America, you know.
I had missed the one movie that
would have prepared me for that
America, Iowa, Field of Dreams.
Did not see that one.
I was like this is
false advertising.
This is not the
America I was promised.
I was one of two Pakistanis
at the college I went to,
but I found common
ground with people.
My love of Springsteen, their
curiosity about how to say
various swear words in Urdu.
She could help you out, too.
I once made a huge pot of this
Pakistani beef stew called
Haleem and I misread the recipe
and put in twice the amount of
chili powder.
I lost a lot of
friends that day.
They didn't, like, die.
They just wished they were dead.
Eventually, I moved to Chicago,
and I did what every American
does, I struggled to pay
rent, fell in love, got jobs,
lost jobs, got a cat, burned
food, disappointed my parents,
and tried to figure out
what to do with my life.
Normal, everyday life stuff.
When people defend immigration,
they focus on the exceptionality
of immigrants.
Albert Einstein
was an immigrant.
Joseph Pulitzer
was an immigrant.
While those stories are
inspiring and valuable,
we wanted to focus on
the immigrants doing
everyday life stuff.
Little America is an anthology
series inspired by the true
stories of
immigrants in the U.S.
Here is the thing,
it's not about telling
like immigrant stories.
These are human stories
that feature immigrants.
When you get to know someone and
start to see your struggles and
their struggles, your
passions and theirs,
your problems and theirs,
they stop being the other.
I, along with my partners,
Emily Gordon, Lee Eisenberg,
Allen Yang at Epic Magazine,
wanted to make a show that did
just that, because, ultimately,
we are all looking for the same
thing, food,
home, meaning, love.
Like the emotional story of a
young Indian boy living in Utah
whose parents achieved the
American dream of running their
own motel until they
were suddenly deported.
Twelve year old, Kumail, wasn't
going to let his parents' dream
die,
so this young boy secretly ran
the motel for the next ten years
on his own while simultaneously
plotting his quest to get his
parents back to the U.S.
Okay, true story.
He competed in the national
spelling bee so that he could
meet First Lady Laura
Bush and ask for help,
and he came in 13th and he
actually got to meet her.
He did!
(Applause)
I know you guys are like 13th
doesn't sound that impressive,
but he was running a
motel at the time, too,
and he speaks a
whole other language.
(Applause)
Did Laura Bush help him?
Tune in to find out.
Little America will cover the
full range of human emotions.
Some episodes are funny,
some are romantic,
some are thrilling.
They feature immigrants from
Iran, Syria, Nigeria, Mexico,
and more, and are set all over
America from Texas to Oklahoma
to California.
The majority of the writers and
directors are either immigrants
or the children
of immigrants. Yeah.
(Applause)
On set, one of our
actors said to Emily,
I have been acting for decades,
but I have never gotten to be in
every scene.
How awesome is that?
We hope Little America will help
viewers understand that there is
no such thing as the other.
There is only us, which is why
at this moment in history we are
excited that we get to
tell these stories with Apple.
Connecting
humanity is in their DNA.
The immigrant dream
is the American dream.
Connecting through our
stories will give us a better
understanding of each other, an
understanding that allows us to
live together, eat
each other's food,
maybe learn some fun
new ways of swearing,
and that is the
America I was promised.
We can't wait for you to
see our Little America.
Thank you.
(Applause)
>> BIG BIRD: Hello there!
Ha ha ha.
Hi, it’s me.
In case you don't know
who I am, I'm Big Bird.
I think I'm in the right place
to meet my new friend Cody,
but I'm not sure.
She gave me
directions to get here.
She said, first, turn
right at Hooper's store,
then take a left at
Oscar's trash can,
and then keep going straight
until you see Apple Park.
I love circles, by the way.
So, where is she?
>> CODY: Here I am, Big Bird.
Hi, everybody!
>> BIG BIRD: Hi, Cody.
>> CODY: Hi, how are you doing?
>> BIG BIRD: I'm great.
>> CODY: Hi, Big Bird.
>> BIG BIRD: Hey, thanks
for helping me get here.
>> CODY: That's
what I do, Big Bird.
I'm a Helpster, a monster
who loves to help.
Hey, I'm glad you are here
because I wanted to tell you and
everyone here some
very special news.
>> BIG BIRD: Okay,
let's hear it!
>> CODY: Yeah?
Well, the peeps at Sesame
Workshop and Apple have teamed
up to make an incredible new
preschool show starring me.
It's called Helpsters.
(Applause)
>> BIG BIRD: Oh.
>> CODY: Yeah. See?
Oh, thank you.
Oh, gosh.
I've never had a livestream
clap for me before.
See, helping is my
favorite thing to do.
My Helpster friends and I just
love to help anyone with any
problem no matter
how large or small,
from making instruments for a
band to teaching a friend how to
fly their first kite.
And you know how we do it?
>> BIG BIRD: How?
>> CODY: We use the big ideas
behind coding to solve problems.
>> BIG BIRD: You don't say.
>> CODY: I do say.
>> BIG BIRD: Well, do you
think you could help teach me?
>> CODY: I already did.
You know those
directions I gave you?
>> BIG BIRD: Yeah.
>> CODY: Well, directions
are one of the building
blocks of coding.
See, coding
fosters collaboration,
critical‑thinking skills, and is
an essential language that every
child can learn.
By teaching
preschoolers about coding,
we are giving them the
opportunity to change the world,
world, world, world.
You know, in their
own special way.
Oh, and did I mention
we also have cool music and
funky dance moves?
Boy, I want to watch that show.
>> BIG BIRD: Oh, and you are
helping kids grow up to be
smarter, stronger, and kinder.
>> CODY: And more creative, too.
We just want to make a
difference in children's lives
just like how you and all of
your friends on Sesame Street
have done for all of these nice
people when they were kids and
continue to do today.
>> BIG BIRD: Oh.
>> CODY: Yep.
>> BIG BIRD: Oh, well,
that's pretty cool.
>> CODY: It sure is, Big Bird.
Okay, so do you remember
those directions to get home?
>> BIG BIRD: I think so.
Do you want to come with me?
>> CODY: Of course.
Let's go.
>> BIG BIRD: Okay.
Bye‑bye, everybody.
>> CODY: Bye, everybody!
(Applause)
(Cheers and applause)
>> J.J. ABRAMS: Hello.
Thank you.
Thank you.
I feel incredibly lucky to be
here today to get a chance to
collaborate with Sara whose
music has moved me for years and
with Apple is an actual thrill.
>> SARA BAREILLES: A couple of
years ago I ran into JJ and we
talked about my experiences
as a singer/songwriter,
the struggles, the
drama, the insanity,
and he asked if I had ever
thought about creating a series
about that world.
I had not at all.
But I heard myself say,
yes, JJ, of course, I have.
>> J.J. ABRAMS: Sara
Bareilles is a liar.
That's the message I hope
to communicate today.
We brought in Jesse Nelson,
Sara's writing partner on the
musical Waitress.
We talked about music, but
also about that terrifying,
thrilling, absurdly wonderful,
and often embarrassing time,
when as a young person you
venture out into the world for
the first time.
>> SARA BAREILLES: So this was
the beginning of our new series
Little Voice, a funny, romantic
show about the reality of what
is hard and wonderful and
transformative about being a
young woman who has to
ultimately find her voice as an
artist but also as a
person through music.
>> J.J. ABRAMS: Sara, of
course, might be lying to you.
>> SARA BAREILLES: Okay.
I'm not lying.
The main character is a
promising flawed young woman,
a musician living in New York in
and around a vibrant community
of young hopeful
artists, family and friends,
soulmates and band mates,
learning to find herself and her
own true voice.
>> J.J. ABRAMS: Anyone who has
ever given everything they have
to go after a dream will feel
like this show was written for
them, and how lucky for the
series that Sara is not just a
creator and producer
but also composer.
>> SARA BAREILLES: The
theme song says it all.
(Applause)
>> SARA BAREILLES: (Singing)
It's everything I am
and what I'm not and all
I'm trying to be.
This is the part where I spit it
all out and you decide what you
think of me.
I'm not trying
to be complicated.
I'm never waiting
to get the last laugh.
But I've been handing
out benefits of the doubt,
and I'd like a little bit back.
It's just a little voice.
And if you're listening,
sometimes a little voice can say
the biggest things.
It's just my little voice
that I've been missing.
Looking over the precious
moments, it hurts, don't it?
They can cut both ways.
So my savior of
self-defense taught me to sing
what I can't say.
It's just a little voice.
And if you're listening,
sometimes a little voice can say
the biggest things.
It's just my little voice
that I've been missing.
It's just my little voice
that I've been missing.
(Applause)
>> ZACK VAN AMBURG:
That was beautiful.
Incredible.
Thank you, Sara.
Sara Bareilles.
As you can imagine, we are
honored to be working with such
amazing and talented people,
and that's just the beginning.
We've partnered with the most
accomplished storytellers as
well as a new generation of
the most exciting voices who
together will define Apple TV+
as the destination with the
highest quality originals.
(Applause)
The original shows and movies
will intellectually challenge
and thrill, define and redefine
our expectations, inspire us,
make us laugh, transform our
mood and brighten our day,
but make us believe
anything is possible,
from documentaries to dramas,
from kids to comedies,
the highest
quality of storytelling in
one single place.
This is Apple TV+.
(Applause)
(Music playing)
>> MALE SPEAKER: Stand by three.
Stand by one.
Make your move.
>> FEMALE SPEAKER: Seven.
>> FEMALE SPEAKER 2: Ready?
>> FEMALE SPEAKER: Six.
>> FEMALE SPEAKER
2: Yeah, I'm ready.
>> FEMALE SPEAKER: Five,
four, three, two, one.
>> JASON MOMOA: This is
where we build our new home.
(Cheers and Applause)
>> ZACK VAN AMBURG: It's great.
Thank you. Thank you.
So, that's a first
look at Apple TV+.
It's not just
another streaming service.
It is the destination where the
world's greatest storytellers
will bring their
best ideas to life.
And you will be able to
experience all of these original
shows and movies right on
the dynamic new Apple TV app.
And the TV app will deliver
Apple TV+ across all of your
Apple devices and the
biggest screen in your life,
on Smart TVs.
So here is a few more details.
Apple TV+ is an ad‑free
subscription service.
It's on-demand,
available online and offline.
Everything is downloadable.
The best in entertainment with
exclusive original movies and
shows, with new
additions every single month.
It's available in
100-plus countries.
It's a global service.
And it's all starting this fall.
Apple TV+ will define
commitment to quality
storytelling, all in
one place, on every screen
in your life.
>> JAMIE ERLICHT: We are so
excited to share our vision of
Apple TV+ and can't wait for you
to experience it for yourself.
Thank you, and back to Tim.
>> ZACK VAN AMBURG:
Thanks, everybody.
(Cheers and Applause)
>> TIM COOK: Thank you.
Love it!
Thank you, Zack and Jamie.
Apple TV+ looks incredible and
we think that it will encourage
new ways of
looking at the world.
This is just a sneak
peek, the beginning of
something very exciting.
The opportunity to work with all
of these exceptional artists is
truly inspiring.
Each will bring their own
unique perspective to the
stories they tell.
Now, we have one more remarkable
storyteller to share with you
this morning, one whose voice
illustrates how powerful stories
can change lives
and change the world.
(Music playing)
(Applause)
>> OPRAH WINFREY: Thank you.
Thank you.
Thank you. Thank you.
Hi, everybody!
Thank you.
(Cheers and Applause)
Okay. Hi.
There has never been a
moment quite like this one.
We have this unique opportunity
to rise to our best selves in
how we use and choose
to use both our technology
and our humanity.
We are all at a crossroads where
we get to decide if we want to
reach beyond the borders of
our heart and mind to face the
daunting challenges of our time.
Each of us comes to this earth
with a deep potential that
yearns to be fulfilled
with a love to be set free.
We all crave connection.
We search for common ground.
We want to be heard, but we
also need to listen, to open,
be open, and contribute in order
to harness our hopes and dreams
and to heal our divisions.
That's why I have
joined forces with Apple.
(Cheers and Applause)
Because they are the
company that has reimagined
how we communicate.
I've joined in order to serve
this moment because the Apple
platform allows me to do
what I do in a whole new way,
to take everything I've learned
about connecting to people to
the next level.
Because they are in a
billion pockets, y'all,
a billion pockets.
The whole world has got
them in their hands,
and that represents a
major opportunity to make
a genuine impact.
So I am proud and honored to
be a part of this new platform
where I can connect with
people around the world to
share meaningful ways to
create positive change.
My intention is to illuminate
consciousness and to build
greater awareness through
compelling conversations with
newsmakers, with
leaders, with artists,
with people in
all walks of life.
I want to reach that sweet spot
where insight and perspective,
truth and tolerance
actually intersect.
So I have two documentaries
in the works right now,
one exploring the toll of
sexual harassment, assault,
and violation in the workplace.
The working
title is Toxic Labor.
The other, yet unnamed,
multipart series focuses on
mental health and how the
scourge of depression and
anxiety, post‑traumatic
stress, addiction,
trauma and loss is just
devastating lives daily across
the globe.
And what I know is if
we do our jobs right,
we are going to replace shame
and we are going to replace
stigma with wisdom, with some
compassion, and with honesty.
(Applause)
And now for what
I love the most.
For me, there is nothing more
thrilling than being transported
by a brilliant book. Nothing.
The only thing actually more
gratifying than an extraordinary
read is being able to share
that experience with others,
and we are going to do just
that by building the biggest,
the most vibrant, the
most stimulating book club
on the planet.
(Applause)
It is a club --
listen to this -- imagine,
where Apple Stores stream a
conversation with the author
and me live across all
devices, across all borders,
uniting people to stories that
remind us that no matter who you
are or where you are
from, every man, woman,
and child looks up in
awe at the same sky.
So I want to literally convene a
meeting of the minds connecting
us through books.
For as long as I can remember, I
have had this dream that for us
all to someday realize that
deep potential that we are
each born to.
It abides in every soul.
I know this to be true.
And my deepest hope is that we
all humans get to become the
fullest version of
ourselves as human beings,
to join in the mission and
vision for our common good,
to leave this world
more enlightened, kinder,
and better than we found it,
and to move together one billion
plus strong into a
future of our own design
all connected through Apple.
(Applause)
Thank you.
Thank you.
>> TIM COOK: Thank you, Oprah.
(Cheers and Applause)
Thank you.
I will never forget this.
All right. Okay.
Oprah joins these
amazingly passionate and
award-winning artists.
These are people who we
admire for their unique voices,
incredible
creativity, and
wonderfully
diverse perspectives.
They have impacted
our culture, society,
and we are so excited and so
humbled to be working with them.
We can't wait to hear all of the
incredible stories that they are
going to tell.
What a fun morning!
(Cheers and Applause)
From everything
we've shared with you,
you can see how important these
services are for us and for all
of the ways they extend the
experiences of our customers
even further.
They entertain, inspire,
inform, and enrich our lives.
Because at Apple, the customer
is and always will be at the
center of everything that we do.
(Applause)
Now, before I close, I'd like
everyone from Apple that worked
so hard in making today possible
to stand up so that we can
recognize you.
(Applause)
They've sacrificed a lot
to get us to this day,
and I sincerely thank you.
It's amazing the privilege of a
lifetime that I have to be able
to work with all of them.
I want to thank
everyone for coming.
I want to thank all of the
artists that came out today and
shared time with
us, and most of all,
thank you to all of the folks
watching, our customers.
Thank you!
Bye‑bye!
