Read the special Apple Event and learn about the latest updates for HomePod mini, iPhone, and more...
[Good Day for Dreaming by Rule playing]
Hello and welcome back to Apple Park. I am so glad you could join us today. Just last month we were here introduce some great new products: Apple Watch Series 6, Apple Watch SE, as well as the eighth-generation iPad and the all-new iPad Air. And we’ve got some more huge announcements for you today. So let’s get started with an exciting new product for the home we know you’re going to love. This year, our homes have become even more important in our daily lives. So it’s critical that the technology we choose for our home provides a truly great experience.
Our new Apple-custom OLED has many advantages over LCD. Each OLED pixel has its own light which can be individually controlled, giving us pixel-precision brightness, rich colors and an amazing two-million-to-one contrast ratio for true blacks in photos, videos, games. And Dark Mode looks fantastic. The new OLED display also has a higher resolution, with twice as many pixels as iPhone 11. It now has 460 pixels per inch. So text will be sharper for easier reading, and your photos will look better, with more detail, increased dynamic range and precise color. And peak brightness is nearly twice as high for HDR content: 1,200 nits, and we include support for HDR video formats: Dolby Vision, HDR10 and HLG.
We obsess over making your display impeccable, and of course it’s important that we protect your display in the best way. The cover glass on iPhone 11 is the toughest in the industry, but iPhone 12 leaps ahead with something even better. Much better. Our incredible Materials Engineering team has been working closely with our partners at Corning, the leaders in glass technology, on a new cutting-edge material. And we call it Ceramic Shield. Ceramic Shield goes beyond glass by adding a new high-temperature crystallization step which grows Nano ceramic crystals within the glass matrix to dramatically improve toughness. To make this material both tough and optically clear, we precisely control the type of crystals and degree of crystallinity. This was the breakthrough that made Ceramic Shield possible for iPhone. Ceramic Shield is tougher than any smartphone glass, and along with our new design it makes iPhone more durable than ever. We measured four times better drop performance. That means if your iPhone accidentally slips out of your pocket, Ceramic Shield will have four times the chance of surviving without cracking. This is the biggest jump in reliability we’ve ever had on iPhone, and we are thrilled to bring that to iPhone 12. Let’s talk more about the 5G capability on iPhone 12.
As Tim said, to create the best possible 5G experience it required seamless integration of hardware and software, and partnering closely with carriers. Here’s Arun to tell you more. I’m here in one of our 50 world-class anechoic chambers where we develop and test advanced wireless capabilities like 5G. And we approach this differently than anyone else. Starting with hardware, we designed custom 5G antennas and radio components that allow us to target exactly what works best in the entire system. We can be very space efficient
while also including the most 5G bands in a single phone, to work on 5G in more places than any other smartphone. Another Apple advantage is our ability to engineer a fully integrated system from silicon to software. We analyzed our entire software stack from applications down to firmware to take advantage of 5G speeds. For example, we optimized iOS frameworks, so apps can get the benefit of 5G without using more power. 5G makes iPhone faster. We also made 5G smarter with Smart Data mode. When your iPhone doesn’t need 5G speeds, it automatically uses LTE to save battery. But the instant 5G speeds do matter, iPhone starts using it. We also conduct rigorous validation. For example, this custom-built anechoic chamber helps us replicate signals from multiple sources and directions.
We use this data to optimize our antenna system and our unique beam forming algorithms. To deliver 5G around the world, we collaborate closely with carrier partners, ensuring iPhone has great throughput, coverage, call quality and battery life. We’ve completed 5G testing on over 100 carriers in over 30 regions, and were seeing impressive peak speeds on iPhone 12. Up to 3.5 gigabits per second in ideal conditions. Of course, 5G speeds will vary by carrier and region. In the US, we also support Wave, the high frequency version of 5G on all iPhone 12 models. This includes support for Verizons 5G Ultra Wideband network. This technology is ideal for densely populated areas and crowded stadiums. With wider bandwidth, it can deliver even higher speeds. In fact, we have measured over 4 gigabits per second in ideal conditions and up to 1 gigabit per second in typical conditions. This is just the beginning, and were excited to offer iPhone users the best possible 5G experience. Now back to Kaiann. Now let’s talk about the chip that powers the new iPhone. The A13 Bionic on iPhone 11 is still the fastest chip in a smartphone. That’s until now.
We have a new chip developed by our world-class silicon team: A14 Bionic, the fastest chip ever in a smartphone. Let me quickly take you to our secret chip lab where Hope will tell you all about it. And finally, here’s Hope. Every year, iPhone sets the standard for mobile performance, even challenging the performance of laptops. This year, A14 Bionic also marks a very important milestone in the history of iPhone. A14 Bionic is the first smartphone chip in the world built on the latest 5-nanometer process technology. The reduction in transistor size enables us to add features and increase performance, all while improving energy efficiency.
Our Silicon Engineering team has packed 11.8 billion transistors into A14 Bionic, an increase of nearly 40% compared to A13. A14 improves performance and efficiency across the entire design of the chip, starting with the CPU. The new 6-core CPU in A14 is the fastest CPU in any smartphone.
In fact, it’s up to 50% faster. A14 also features our latest 4-core GPU design, driving increased image quality and overall efficiency, so it’s even better for advanced games and machine learning. And compared to the competition, it’s the fastest GPU in any smartphone, delivering up to 50% faster graphics. We’ve also made significant architectural changes that push the limits of ML processing, a critical design investment to enable new experiences. We’ve dramatically increased the performance of our Neural Engine by growing from 8 to 16 cores. This change delivers up to 80% faster performance on the most critical machine learning models. This new Neural Engine is capable of an astounding 11 trillion operations per second. And we’ve also increased the performance of our CPUs dedicated ML accelerators, now 70% faster, so our developers benefit from considerably improved ML performance on our entire chip. Our silicon powers every experience on the iPhone, and with A14 Bionic we make those experiences even better with big updates to our CPU, GPU and a dramatic increase in machine learning capabilities.
Back to Kaiann. A14 Bionic enables console-quality games. With the faster speeds and lower latency of 5G, multiplayer gaming gets even better. Later this year, one of the best games of all time is coming to iPhone. It has held the prestigious title of most popular, most played and most viewed game in the world and revolutionized e-sports with over 100 million people watching the world championship last year. I’m, of course, talking about League of Legends / Using the power of the new A14 Bionic and Verizons 5G Ultra Wideband network, iPhone gaming is taking an enormous leap forward.
Here’s Michael Chow, executive producer from Riot Games, to tell you more about it. At Riot, we aspire to make games that meet our players wherever they are. League of Legends/ is the world’s most popular PC game.
But now with the insanely powerful iPhone 12 and Verizon 5G, we believe it’s the perfect time to bring League/ to iOS.
This is League of Legends: Wild Rift / The power of A14 Bionic literally blew us away. It allows us to show off champions like Ashe with a brand-new level of fidelity that you can’t find on any other platform. With off-the-charts GPU performance and frames per second, you get amazing details and fluid gameplay, even in the most chaotic team fights. On iPhone 12, gameplay is always responsive and unbelievably smooth. Until now, to be competitive in League of Legends, / you had to be tied to your desk. But Verizon 5G frees you to game like a pro pretty much anywhere, no Wi-Fi required. And with wicked-fast speeds up to 25 times todays networks,
not only is gameplay fast, but so are downloads. So you can instantly grab dope new skins that show off all your favorite champs. Well see you on the Wild Rift / Wow! What a huge moment for mobile gaming. We can’t wait to play League of Legends/ on iPhone 12. A14 Bionic also combines with our cameras and powerful software to deliver the new dual-camera system of iPhone 12. It has the Ultra Wide camera that people love and use to take inspiring photos in creative ways.
iPhone 12 also has a new Wide camera with an f /1.6 aperture, our fastest yet. This allows more light to hit the sensor, making every photo better. Along with the wider aperture, we developed our first 7-element lens
to maintain sharp detail in your photo from edge to edge. This delivers a 27% improvement in low-light performance, so photos and videos all around will have less noise and brighter results. Like in this photo, with fantastic detail in her hair, clothing, and the suns reflection. On top of this, we use computational photography
to deliver even more powerful new features. Our Smart HDR 3 continues to bring out details in faces, like you see here when the sun is so bright behind her. Now it understands scenes with machine learning and applies more adjustments to distinct parts of the photo. For example, Smart HDR 3 brings out more detail in the rocks
and uses sky segmentation to adjust for color, contrast and noise. Computational photography also enables Night mode, which has been called the best in the industry. Night mode on iPhone 12 gets even better. The faster aperture captures more light. And now, we are expanding Night mode to all cameras of iPhone 12,
for the first time on the Ultra Wide and front True Depth camera, which is perfect for Night mode selfish.
This is without a flash. These cameras are incredible.
Let’s take a look at other photos shot on iPhone 12. This photo makes use of the Ultra Wide lens while maintaining sharpness and clarity like you see in the branches and leaves. Here’s another Ultra Wide photo, shot from below. Just look at the amazing details in the clothing and chandeliers. In this low-light portrait photo, the color and warm light in the background come together seamlessly. For video, iPhone continues to lead the industry with the highest-quality video. And with the larger aperture, iPhone 12 video will get even better, with big improvements in lower light. We’re adding Night mode time-lapse, with longer exposure and brighter frames when using a tripod. We wanted to show you iPhone 12 in action, so here’s a video we shot and edited entirely on iPhone 12.
With an amazing camera on the go and 5G speeds, iPhone 12 takes us into an even more wireless world.
We love wireless charging, but want to improve the experience. When setting down your phone, you can miss the exact center of the charger, which can result in slow, less efficient charging, or none at all. So with iPhone 12, we are making this so much better. But that’s not all. Introducing Mag Safe for iPhone. To tell you more, here’s Denis. Mag Safe is an advanced new system. It starts by improving the wireless charging experience.
Our wound wire coil, which is unique in the industry, now accommodates magnets and maintains compatibility with existing Qi chargers. The magnets are optimized for alignment and efficiency. And we improved our shielding design to safely provide up to 15 watts for faster charging. We use a custom Nano crystalline shield to capture magnetic flux. We also added two new sensors: a single-turn coil NFC and a sensitive magnetometer,
which senses magnetic field strength and can instantly react to it. This enables iPhone 12 to recognize and provide a better experience for accessories. Any Mag Safe accessory can simply snap onto the back of iPhone.
So, this is really great. We’re enabling a whole new ecosystem for Mag Safe, starting with all-new cases for iPhone 12: silicone, clear, leather... which have magnets to snap on and off, and they’re far easier to use.
And you can use other Mag Safe accessories on top of the cases, like the Mag Safe charger. And there’s a Mag Safe wallet. It just snaps to the back of iPhone and also works on top of Mag Safe cases. The leather sleeve uses Mag Safe sensors to identify when iPhone is inside to reveal the clock. We also developed the new Mag Safe Duo Charger for your iPhone and Apple Watch.
You can charge both devices with one charger, and it folds up easily for when you travel. And these are just the accessories we are introducing. Belk in is already working on a couple of new accessories: a car mount and a multi-charger dock. We can’t wait to see the innovative ways that others will use Mag Safe, creating a robust and ever-expanding ecosystem. Back to you, Kaiann. We also have some big environmental news for iPhone.
To tell you more, here’s Lisa. Today, Apple is carbon neutral for our global corporate operations. Our offices, stores and data centers run on 100% renewable energy. And were proud of how far we’ve come.
But by 2030, we plan to have net zero climate impact across our entire business, including our manufacturing supply chain and all product life cycles. This means that every Apple device sold, from material collection, component manufacturing, assembly, transport, customer use, charging, all the way through recycling and material recovery will be 100% carbon neutral. Many of iPhone 12s environmental features build on our past progress, removing harmful chemicals and using renewable and recyclable materials. And now, for the first time, we are using 100% recycled rare earth elements in all magnets, including the camera, haptic and Mag Safe.
We’ve also been transitioning our iPhone manufacturing partners to renewable energy. And just like we did with Apple Watch, we looked for ways to cut waste and use less material. Customers already have over 700 million Lightning headphones. And many customers have moved to a wireless experience with Air Pods, Beats or other wireless headphones. And there are also over two billion Apple power adapters out in the world,
and that’s not counting the billions of third-party adapters. So we are removing these items from the iPhone box, which reduces carbon emissions and avoids the mining and use of precious materials. Removing these items also means a smaller, lighter iPhone box. We can fit up to 70% more products on a shipping pallet,
reducing carbon emissions in our global logistics chain. Taken altogether, the changes we’ve made for iPhone 12 cut over two million metric tons of carbon emissions annually. It’s like removing 450,000 cars from the road per year. This is huge, and were really proud that Apple is taking the lead.
We hope others will follow, making this impact even bigger for our planet. Back to you, Kaiann.
Now every iPhone will include the more advanced and higher power USB-C to Lightning Cable.
It can be used with any standard USB-C power adapter or computer port. And USB-C enables fast charging.
So that’s iPhone 12 with 5G. But to add to all these big announcements, we also wanted to do something a little different. This is iPhone 12 mini. With its amazing size, it fits in the palm of your hand, while still keeping the expansive edge-to-edge Super Retina XDR display. Its smaller and lighter than our 4.7-inch models like iPhone 8, but with a larger 5.4-inch display that lets you see so much more. With its compact size, the iPhone 12 mini has the exact same features as iPhone 12. You’re just choosing between two great sizes. In fact, iPhone 12 mini is the smallest, thinnest and lightest 5G phone in the world. With its large screen and compact size, we think this will be an incredibly popular iPhone. Everything on iPhone 12 and iPhone 12 mini is the latest: 5G, the fastest chip with A14 Bionic, most advanced display with OLED, all-new design with Ceramic Shield, even better water resistance, new cameras for low light, and Mag Safe. Let’s see everything iPhone 12 can do.
Even with these huge updates, the iPhone 12 lineup will start at just $699 for iPhone 12 mini and $799 for iPhone 12. We also have great financing options from Apple as well as our partners. This includes a very special offer from Verizon. If you trade in an iPhone X or newer, you can get iPhone 12 starting at $15 per month for 24 months, or iPhone 12 mini for just $12 per month. This is an unprecedented leap forward for iPhone. mThere is simply nothing like iPhone 12. Back to you, Tim. iPhone 12 and iPhone 12 mini are absolutely amazing. They are the start of a new era for iPhone. Yet that’s just half of our iPhone story today.
We want to take it even further with our pro line of iPhones. And here they are. This is iPhone 12 Pro. I’d like to hand it over to Joz to tell you all about it. iPhone 12 Pro is designed for our users who want the absolute most from their iPhone. It takes our new design even further with premium materials. This includes a durable and beautiful surgical-grade stainless steel band and precision-milled back glass. They come in four new finishes, including an elegant silver, a rich, deep graphite, a stunning gold and an all-new Pacific Blue. They’re engineered with an advanced PVD process that provides a spectacular luster. And our new gold uses a high-power magnetron coating process that gives the stainless steel a stunning bright gold finish.
The pro models also feature our incredibly durable Ceramic Shield. And these models have best-in-class water and dust resistance with an IP68 rating, so they can withstand submersion at up to six meters for 30 minutes.
The pro design is complemented beautifully with our new Mag Safe accessories which provide easy and secure attachment and high-power charging. iPhone 12 Pro features our industry-leading Super Retina XDR displays. We were able to go from today’s 5.8-inch to a much larger 6.1-inch display. And iPhone 12 Pro Max increases from today’s 6.5-inch to a more expansive 6.7-inch display. We were able to grow these displays but keep the form factors nearly identical. So for people who want our biggest displays, this is the largest display ever in an iPhone, with our highest resolution, featuring nearly three and a half million pixels. HDR video comes to life.
High-resolution HDR movies and TV shows that you stream over 5G will look amazing. Our pro models are packed with pro-level performance. While our competition is scrambling to catch up with our chips from last year, we remain generations ahead. And our advantages go beyond the CPU and GPU. Together with our Image Signal Processor, or ISP, they enable powerful computational photography for camera experiences that simply are not possible with traditional cameras. For example, Deep Fusion uses machine learning on the Neural Engine for pixel-by-pixel processing of photos with unprecedented detail, texture and minimal noise. To accomplish this, Deep Fusion uses all the compute engines of the A14. Our camera sensor captures multiple images and processes them through the ISP. The CPU computes the alignment of the frames. The GPU pre-processes the images before running them through the Neural Engine.
And then there’s additional post-processing done in the GPU. With A14 Bionic, we are able to bring Deep Fusion to all four cameras of iPhone 12 Pro, including the front-facing True Depth camera. We combine state-of-the-art camera hardware with this amazing compute power to create a pro camera system that is unlike any other device. iPhone 12 Pro features our amazing Ultra Wide camera with a 120-degree field of view, and our new Wide camera with faster f/1.6 aperture and 7-element lens that lets in 27% more light. iPhone 12 Pro also features a 52 mm Telephoto camera for stunning portraits. So iPhone 12 Pro delivers high-quality optical images at three different focal lengths, with a 4x optical zoom range. The larger size of the iPhone 12 Pro Max
provided us with an opportunity to do even more with our pro camera system. And here’s Andrew to tell you all about it. In iPhone 12 Pro Max, we’ve been able to create our best camera ever. We have a brand-new Telephoto camera with a 65 mm focal length. Moving from a 52 mm focal length to a 65 allows for longer framing in the classic portrait style. With the new Telephoto, you can now optically zoom in two and a half times for even closer shots or tighter crops, which means improving to a 5x optical zoom range from the Ultra Wide’s 13 mm to the Telephotos 65 iPhone 12 Pro Max features an all-new massive Wide camera with an f /1.6 aperture, a new sensor and new system for Optical Image Stabilization, or OIS.
Let me first tell you about the new sensor. Its 47% larger, with 1.7 micron pixels, our largest yet. Larger pixels plus a faster aperture gives iPhone 12 Pro Max an incredible 87% improvement in low light, which is our biggest leap in light gathering capability. On top of that, we developed a completely new system for optical image stabilization that adopts a high-end DSLR approach called sensor-shift. Sensor-shift applies stabilization to the sensor instead of the heavier lens to precisely control motion in X and Y while maintaining sharpness. This cancels both low and high-frequency disturbances like hand movement or vibrations in a car. In addition, the OIS on all our Wide cameras this year can now make 5,000 micro adjustments per second,
which is five times more than last year. Along with motion processing advancements, we get stabilized exposure times of up to two seconds in low light for handheld shots, equal to a full f-stop increase in light gathering. This sensor-shift system is unique to Apple and helps people capture everyday situations with extraordinary images. And it delivers steady video with a truly cinematic feel. Now here’s my colleague Alok to tell you more about another feature we created for our pro users. These are amazing cameras for pros, and we want to give our pros even more control over the images they capture. Many pros love to capture in RAW, but they’re missing the benefit of our sophisticated image fusion. So wed like to show you a sneak peek of a new feature that combines the control of shooting in RAW with the power of our computational photography. And that’s Apple Pro RAW.
This will be an incredible feature for pros and will be available in the iPhone Camera app on iPhone 12 Pro and 12 Pro Max later this year. It provides many of the benefits of our multi-frame image processing an computational photography, like Deep Fusion and Smart HDR, and combines them with the depth and flexibility of a RAW format. In order to achieve this, we constructed a new pipeline that takes components of the processing we do in our CPU, GPU, ISP and Neural Engine and combines them into a new Deep Image file
computed at the time of capture without any shutter delay. And we do this for all four cameras, dynamically adapting for various scenes while maintaining our intuitive camera experience. Things like sharpening, white balance and tone mapping become instructions rather than being baked into the photo, delivering full creative control over color, detail and dynamic range. Here you can see a photo shot with Apple Pro RAW.
Notice how it’s taken full advantage of Deep Fusion to capture a wide range of light and shadow from multiple exposures. Because all the data is contained in Apple Pro RAW, this image can be processed in various ways
while retaining the crisp, beautifully rendered detail. You can edit Apple Pro RAW directly in our Photos app
and other professional photo editing apps. Were also creating an API for third-party apps to capture images in Apple Pro RAW. This is really the best of both worlds. The flexibility of RAW with the power of Apples computational photography. And now, back to Joz. iPhone 12 Pro allows you to take absolutely stunning photos. Even at dusk, you can see the incredible color and texture in the shadows. You can see this Ultra Wide shot preserves the detail in the cracks of the desert floor. You can almost feel it. With Deep Fusion, you can even see the detail of her dress in this low-light setting. In this classic black-and-white, you can feel the sun glistening on the horse. On a tripod, we can take Night mode even further, capturing the pop of color in the tent as well as the stars in the night sky. Now let’s talk about pro video. Year after year, iPhone provides the highest quality video on a smartphone. Pros use iPhone to shoot TV shows, news reports and even movies. This has never been more important, as our homes have become our studios.
In fact, for many TV productions, from American Idol/ to Mythic Quest,/ the show has been able to go on because of iPhone. This year, were taking pro video further, much further. For the first time, were bringing HDR video recording to iPhone. You can now record in 10-bit High Dynamic Range. This means we can capture over 700 million colors. That’s 60 times more colors than before. While you capture, you get a live preview of your HDR content on the Super Retina XDR display. And were also gonna do something that no other device in the world can do. iPhone 12 Pro is the first camera to record in Dolby Vision HDR. To accomplish this, every single frame of 10-bit video runs through our ISP, generating a histogram and allowing iPhone to grade each frame in Dolby Vision, live while you’re recording. And we can do this at 4K resolution and 60 frames per second. This is enabled by our Apple custom sensor and the incredible power of the A14,
which does the intense processing of these image algorithms in real time. Prior to today, you needed a pro studio lab and special equipment to edit your original Dolby Vision footage and then re-encode your files.
iPhone 12 Pro will be the first device to edit in Dolby Vision, right from the Photos app. You can even apply filters. iPhone will regenerate the Dolby Vision tuning on the fly. Oscar-winning cinematographer Emmanuel Chivo Lubezki made a film to showcase iPhone 12 Pro with Dolby Vision, and I’d like to show it to you now.
My name is Emmanuel Lubezki / I am a cinematographer / When I started shooting movies ,/ you had to rent a very expensive camera, / Buy film stock, pay for developing ,/ Special equipment for editing / Now, you can really go out with/ one of these devices and make a movie / The iPhone Pro will allow filmmakers/ all around the world to make films / that otherwise are impossible/ because you don’t have the means/ or because the cameras are too heavy/ or too complicated/ I think the next great cinematographer/ or the next great film director/ is already making movies/ with one of these devices/ So iPhone is the first and only device that enables you to capture, edit, watch and share Dolby Vision video. What an incredible end-to-end pro video workflow,
right from your pocket. And with 5G, sharing your videos from the field has never been faster. And we have another exciting capability were bringing to our new pro iPhones. Here’s Francesca to tell you more. We’ve pushed the industry with depth technology over the years, and today we continue that innovation with... a LiDAR scanner. LiDAR stands for Light Detection and Ranging, and it measures how long it takes light to reach an object and reflect back.
We’ve adopted this technology for iPhone, and with the machine learning and depth frameworks of iOS 14,
iPhone understands the world around you and builds a precise depth map of the scene. It enables object and room scanning, photo and video effects and precise placement of AR objects. LiDAR makes iPhone 12 Pro a powerful device for delivering instant AR and unlocking endless opportunities in apps. The LiDAR scanner also takes our pro camera system to a whole new level. With LiDARs ability to see in the dark, we use it for autofocus in low-light scenes, improving accuracy to focus and reducing capture time. Instead of hunting for focus, the LiDAR scanner can identify the subject, focus and capture right away. This works in photos and videos. In fact, with LiDAR, we can improve focus time in low-light scenes by up to six times, so your subject is clearly in focus, without missing the moment. LiDAR also improves depth in low light for Night mode,
enabling stunning Night mode portrait shots like this one. Look at the incredible detail in the face, the realistic color throughout the scene and the blooming in the lights in the background. And that’s the new LiDAR scanner on iPhone 12 Pro. Now back to Joz. As you can see, iPhone 12 Pro is loaded with incredible innovations.
And when you combine these advanced capabilities with 5G, it will enable you to do so much more on the go.
And 5G is going to unlock even more opportunities for our developers.
I’d like to show you a couple examples. On-call physicians often need to review complex medical scans anywhere, anytime. OsiriX HD app and 5G enables them to download these very large images with lightning-fast speeds. The ability to download a full diagnostic scan in a matter of seconds versus minutes can make the difference between life and death for a stroke victim. And enterprise will be able to use private 5G networks
for high reliability and low-latency apps. Like JigSpace, which accelerates setup of complex work spaces. To set up a medical device production facility, Medtronic would normally create a Six Sigma cardboard layout of the space, taking weeks to design and costing tens of thousands of dollars. And now, with 5G and the new LiDAR scanner, iPhone 12 Pro enables teams to immediately map the environment and collaborate with their colleagues to instantly place simulated equipment, adapt it to the room layout and outline process flows. JigSpace on iPhone 12 Pro enabled Medtronic to completely transform projects from weeks to hours,
reducing costs by more than 90%. We really pushed the limits with iPhone 12 Pro and iPhone 12 Pro Max
with stunning new designs and larger displays. Theyre packed with our most innovative technologies
like the A14 Bionic chip, LiDAR scanner and incredible pro camera system powered by computational photography.
And now, heres a short film we created about the iPhone 12 Pro. A singular new design
A reengineered chip And 5G/ This is iPhone 12 Pro/ The vertical band is precision-machined from stainless steel. The Ceramic Shield on the front is tougher than any smartphone glass And tighter borders allow for even larger Super Retina XDR displays 5G is set to change the world with radically faster speeds. The hardware and software have been optimized for the best 5G experience A14 Bionic has a smaller, 5-nanometer transistor, which pushes the most powerful chip in a smartphone generations ahead. A new and improved pro camera system makes the 12 Pro the photographers iPhone The larger iPhone 12 Pro Max pushes these innovations even further. It’s bigger sensor dramatically increases the detail captured and helps improve low-light performance by 87% The custom-designed LiDAR scanner puts advanced depth-mapping technology in your pocket. You can now take a Night mode portrait and unlock a new world of possibilities for augmented reality iPhone 12 Pro smashes the benchmark for highest quality video in a smartphone The movie industry can now count on it as an essential piece of equipment. It is the world’s first device able to capture, play back and edit 10-bit HDR footage with Dolby Vision iPhone 12 Pro comes in two sizes and in four finishes including new Pacific Blue. An integral part of this year’s design is Mag Safe, an intelligent system of magnets that connect accessories in a whole new way. All this and more make the iPhone 12 Pro the most powerful iPhone ever
Even with all of these incredible pro technologies, we are keeping the price the same as today, with iPhone 12 Pro starting at $999.
And were doubling the starting capacity to 128 GB. And iPhone 12 Pro Max, with our best cameras ever,
at $1,099. We’re rolling out 5G to more than 100 carriers around the world. This is our fastest rollout ever.
iPhone 12 and iPhone 12 Pro will be available for pre-order this Friday, October 16th,
and available next week on October 23rd. iPhone 12 Pro Max and iPhone 12 mini will be available for pre-order
starting on Friday, November 6th, and they will begin shipping the following week, on November 13th. So this is our new iPhone lineup, starting with iPhone SE at just $399, and iPhone 11 is now just $599. Now back to Tim. Wow, what an amazing day. This is the day we’ve all been looking forward to. It’s remarkable to think about where iPhone started and where it is today. Now with support for high-performance 5G networks, the powerhouse A14 chip, Super Retina XDR displays with Ceramic Shield, Mag Safe
and breakthrough camera systems that even record Dolby Vision video. And pro models that take the experience further with a pro design, four incredible cameras, LiDAR scanner and the largest display we’ve ever shipped in an iPhone. We’ve come so far with a device that is so important to our daily lives. This marks the start of a new era for iPhone. And we announced Home Pod mini, with computational audio, the power of Siri, and a simple and private smart home experience all in a beautiful, compact design. At Apple, we put the user at the center of everything we do. It means so much to us to create products that make a difference in people’s lives. Products that make things simpler, easier and more enjoyable. And we couldn’t be more proud of these products and the amazing teams who made it all possible.
Thank you for joining us, stay safe,
and have a great day.
