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  • [ Music ]

  • [ Music ]

  • >> Hey Siri, what's the fastest

  • way to Steve Jobs Theater?

  • >> Take a right.

  • Then in a quarter mile, take a--

  • [ Music ]

  • >> Kevin? Shouldn't you be at

  • the event?

  • [ Sound effect ]

  • >> That's a serious upgrade.

  • [ Music ]

  • >> Is that it?

  • [ Music ]

  • Tim, it's here.

  • [ Music ]

  • >> The clicker.

  • [ Music ]

  • >> The clicker.

  • >> The clicker?

  • [ Applause ]

  • >> Thank you, thank you, thank

  • you, thank you.

  • Good morning.

  • [ Applause ]

  • Thank you.

  • Welcome to the Steve Jobs

  • Theater.

  • Wasn't that a fun video?

  • Things certainly do get hectic

  • around here leading up to days

  • like this, but they're also

  • magical days because we get to

  • share our latest innovations

  • with you.

  • As you know, Apple was founded

  • to make the computer more

  • personal.

  • Of course, first with the Apple

  • 2 and then later with the Mac.

  • Over the years, we've taken this

  • mission further than anyone

  • could have imagined.

  • We've created several categories

  • of technology that have had a

  • profound impact on people's

  • lives.

  • From the iPod to the iPhone to

  • the iPad to the Apple watch, and

  • we've completely reinvented the

  • retail experience, making it

  • more personal and engaging.

  • Our stores have become part of

  • the community.

  • They're open, beautiful,

  • inspiring places to learn and

  • gather.

  • Like this gorgeous store, the

  • Apple Piazza Liberty, it's

  • revitalizing a plaza in the

  • heart of Milan.

  • The store opened to thousands of

  • customers who came to experience

  • a weekend full of events, and we

  • know it's going to be popular

  • for years to come.

  • In fact, our Apple stores are

  • now welcoming over 500 hundred

  • million visitors per year.

  • Thank you.

  • [ Applause ]

  • We love that so many customers

  • had the chance to experience our

  • products first hand and get the

  • personal help that they need to

  • get the most out of them.

  • Of course, we aim to put the

  • customer at the center of

  • everything that we do.

  • That's why iOS is not just the

  • world's most advanced mobile

  • operating system, it's the most

  • personal.

  • We're about to hit a major

  • milestone.

  • We are about to ship our 2

  • billionth iOS device.

  • [ Applause ]

  • This is astonishing, iOS has

  • changed the way we live, from

  • the way we learn, to the way we

  • work.

  • To how we're entertained, to how

  • we shop, order our food, get our

  • transportation, and stay in

  • touch with one another.

  • And of course, how we capture

  • the moments of our lives and

  • share them with those we love.

  • It's amazing how our mission

  • started with personalizing

  • technology for the desktop to

  • now seeing the many ways that

  • we've made it more personal in

  • so many aspects of our lives.

  • So it's only fitting that today

  • we're going to tell you about

  • two of our most personal

  • products, the ones that are with

  • you everywhere that you go, and

  • how we're going to take them

  • even further.

  • So let's get started with the

  • Apple Watch.

  • Yeah.

  • [ Applause ]

  • We're thrilled by how much the

  • Apple Watch has grown in such a

  • short period of time.

  • I mean to think this category

  • didn't even exist just a few

  • years ago, and now Apple Watch

  • is being embraced by so many

  • people around the world.

  • Apple Watch is not only the

  • number one smart watch in the

  • world, it's the number one watch

  • period.

  • [ Applause ]

  • Apple Watch has redefined what a

  • watch can do for you.

  • It's the integration of

  • breakthrough technology and

  • powerful software and

  • world-class services that bring

  • it to life.

  • For millions of people around

  • the world, Apple Watch has

  • become an indispensable part of

  • their daily lives by helping

  • them stay connected, to be more

  • active, and to live a healthier

  • day.

  • To tell you how we're going to

  • take Apple Watch to the next

  • level, I'd like to invite Jeff.

  • Jeff.

  • [ Applause ]

  • >> Wow, thank you, thank you.

  • We're humbled and inspired by

  • how Apple Watch has become such

  • an important and even essential

  • part of people's lives, and it's

  • becoming more indispensable in

  • three areas in particular.

  • It keeps you connected to the

  • people and information you care

  • about with phone calls and

  • messages and notifications right

  • on your wrist, and cellular lets

  • you stay connected with just

  • your Apple Watch, even if you

  • leave your phone behind.

  • Fitness is at the core of Apple

  • Watch, encouraging you to be

  • more active by closing your

  • rings and tracking your

  • workouts, and now you have

  • built-in GPS.

  • It's swim proof, and it even

  • automatically detects when

  • you're working out.

  • And health.

  • Health has been at the core of

  • Apple Watch as well.

  • Apple Watch put heart rate

  • monitoring right on the wrist,

  • and while you could always check

  • your heart rate, Apple Watch now

  • looks in the background and

  • notifies you if it detects an

  • elevated heart rate.