It's the biggest wearable display we've ever built, even slightly bigger than Apple Watch Ultra.

And compared to previous generations, it has up to 30% more screen area.

With a larger screen, you can increase the font size without sacrificing content.

And you can see an additional line of text in apps like Messages, Mail, or News.

It also makes it easier to type a message, enter your passcode, or pause your workout.

Both the display and the case have more rounded corners and a wider aspect ratio, which makes Series 10 appear softer, sleeker, and more streamlined.

The front crystal of Series 10 is made of durable ionics glass and extends further down the sides of the case, creating an expansive top view.

Under the front crystal is Apple's first-ever wide-angle OLED display.

Each pixel has been optimized to emit more light at wider angles.

Apple Watch Series 10 starts at $399.

You can pre-order starting today, and it will be available on September 20th.

Ultra 2 is now available in a gorgeous satin black.

This incredible deep dark finish is achieved through a custom blasting process.

The diamond-like carbon PVD coating was specifically formulated to make the surface extremely scratch-resistant and durable.

Apple Watch Ultra 2 starts at $799.

You can pre-order starting today, and it will be available on September 20th.

Thanks to a new acoustic architecture.

With richer bass and crystal-clear highs, these are the best-sounding AirPods ever in this open-ear design.

And that includes personalized spatial audio, which surrounds you with sound and transforms music, movies, and games with our most immersive media experience.

AirPods are also perfect for taking calls hands-free, and machine learning makes this experience even better.

When interacting with Siri, you can simply nod your head yes or shake your head no in response to Siri announcements.

Now, for those who are looking for an even more advanced performance in this style of AirPods, we created a second model, inspired by some of the most impactful features of AirPods Pro.

We're excited to bring Active Noise Cancellation to this AirPods design for the first time.

The next generation AirPods 4 are just $129, and AirPods 4 with Active Noise Cancellation are $179.

You can pre-order them today, and they will be available on September 20th.

We're excited to introduce beautiful new colors in Midnight, Blue, Purple, Orange, and Starlight, along with USB-C, making AirPods Max even more convenient to charge.

And with iOS 18, the listening experience gets even better with personalized spatial audio for music, movies, and games.

AirPods Max are still $549.

They can be pre-ordered today, and will also be available on September 20th.

To give you insight into your hearing health, we're introducing a clinically validated hearing test with your AirPods Pro and iPhone.

It's a simple five-minute check you can take from the comfort of your own home.

All you need to do is tap the screen when you hear a series of tones at different volumes and frequencies.

The hearing test builds on learnings from the Apple Hearing Study and was developed using large-scale real-world data.

And it was validated against the clinical gold standard of pure tone audiometry.

Once you're done, you'll see easy-to-understand results in a personalized hearing profile.

We are so excited for these updates coming to AirPods Pro 2, delivering the world's first all-in-one experience with active hearing protection, a clinical-grade hearing test, and an easy-to-use professional-grade hearing aid. iPhone 16 is built to last with industry-leading durability.

It is water- and dust-resistant and has our new most advanced glass-ceramic formulation.

This latest generation ceramic shield material is 50% tougher than the first generation ceramic shield and two times tougher than glass-bound in any other smartphone.

The display on iPhone 16 provides an exceptional viewing experience under all conditions, up to 2,000 nits when you're in a sunny environment and down to one nit in the dark.

And it comes in two sizes, 6.1 inches for iPhone 16 and 6.7 inches for iPhone 16 Plus. iPhone 16 now has the customizable action button, allowing you to perform a variety of functions with just a press.

You can record a voice memo, identify a song, or translate a phrase.

You can also customize the action button with a shortcut, so it opens Calendar during the day and Flashlight at night.

Or use it to directly access in-app functionality, like unlocking and locking your car with the FordPass app. iPhone 16 introduces the all-new innovative Camera Control.

The Camera Control provides instant, easy access to the camera with just a click.

It allows you to adjust various camera features simply by sliding your finger.

Siri will be able to tap into your personal context to help you in ways that are unique to you, like pulling up the recommendation for the TV show that your brother sent you last month.

And Siri will gain on-screen awareness, so when your friend texts you about a new album, you'll be able to simply say, play that.

And it will be able to take hundreds of new actions in your apps, like updating a friend's contact card with his new address or adding a set of photos to a specific album.

With Siri's personal context understanding and action capabilities, you'll be able to simply say, send Erica the photos from Saturday's barbecue, and Siri will dig up the photos and send them right off.

With new ways to express yourself and relive memories, along with tools to help you prioritize and focus so you can get more done, Apple Intelligence is going to transform so much of what you do with iPhone.

Apple Intelligence will be available as a free software update.

The first set of features will be available in beta next month.

The camera control.

It's designed for an amazing camera experience that brings you new ways to capture your photos quickly and easily.

The camera control is easy to use in landscape or portrait.

It's flush to the surface, covered by a sapphire crystal with a smooth texture and surrounded by a color-matched stainless steel trim.

The camera control elegantly blends hardware and software.

When you click, it launches the camera.

And once in the camera, you don't need to adjust your grip to take a photo.

Just click again so you don't miss the moment.

With a click and hold, you can do a quick video recording.

A light press also brings up a new overlay that allows quick access to useful camera functions.

By sliding your finger on the camera control, you can adjust controls, like zoom.

When you press lightly twice, you can see other controls.

Then simply slide to the control you want and press lightly again to select it, like the depth of field to compose a stunning portrait.

Apps like Snapchat are also leveraging the camera control to create new experiences, like quickly sharing the moment with your friends or groups. iPhone 16 and iPhone 16 Plus are a huge leap forward.

They still start at just $799 for iPhone 16 and $899 for iPhone 16 Plus.

It starts with a big improvement to the gorgeous Pro displays.

They're even larger at 6.3 inches on iPhone 16 Pro and 6.9 inches on iPhone 16 Pro Max for the largest iPhone display ever, helping you see more and do more.

We did this while minimizing product growth by developing the thinnest borders on any Apple product.

Audio Mix uses machine learning to identify and separate background elements from speech and lets you choose from three voice options.

Say people off-camera are talking during the capture.

No, it's your grandma's pancake.

Yeah, okay, that's very funny.

The in-frame mix isolates the voice of the person on camera, so you don't lose that perfect take.

No, it's your grandma's bunk cake.

Yeah, okay, that's very funny.

Studio Mix gives the effect of a recording in a professional studio, complete with sound-dampening walls, effectively eliminating reverb.

No, it's your grandma's bunk cake.

Yeah, okay, that's very funny.

And Cinematic Mix handles voices like in movies.

They start at just $999 for iPhone 16 Pro and $1,199 for iPhone 16 Pro Max.

All new iPhone 16 models will be available for pre-order on Friday and will be available in stores next week on September 20th.