it's probably the object that you use most in your life.

It's the product that you have with you all the time.

With this unique relationship people have with their iPhone,

we take changing it really seriously.

We don't want to... just make a new phone,

we want to make a much better phone.

iPhone 5 is the result of this approach.

It's been completely redesigned,

and for the first time ever,

we've increased the size of the display.

By making the screen taller, but not wider,

you can see more of your content,

but still comfortably use it with one hand.

And yet, even with the larger display,

iPhone 5 is the thinnest, lightest iPhone

we've ever built.

To achieve a design this thin,

we had to look at making many of the components

inside the design smaller.

It's actually 18% thinner and 20% lighter

than the previous iPhone.

It took an incredible

cross-collaborative effort to do this.

From the beginning,

we knew we wanted to bring LTE to the iPhone.

What LTE does

is enable really fast downloads

over your cellular network.

You'll notice a big difference

compared to previous network connectivity.

In fact, LTE can actually be faster

than the average Wi-Fi connection at home.

The conventional approach of designing LTE

into a world phone uses two chips.

With the new iPhone,

both voice and data technology are combined

onto a single chip.

This is one of the real breakthroughs

that enables the thin design of iPhone 5.

We're also introducing

an all-new Apple- designed A6 chip.

It delivers performance

that's up to twice as fast as the previous generation.

You'll experience a big increase in speed

in everything you use your iPhone for,

especially in the way it delivers more detail

and boosts frame rates in graphics-intensive apps.

The A6 chip is so power efficient

that it increases performance

while also increasing its battery life.

Given the dimensions of the new phone

and all the capability that we wanted to add,

we needed to manage space inside the phone very carefully.

We've created the new,

much smaller Lightning connector.

It's all digital,

so it's designed for today's uses.

And we made it reversible, so it fits either way.

We also moved to a sapphire lens cover,

which is thinner and more durable

than the previous cover glass.

This really protects the optics

and keeps your photos looking great.

I don't think the level of invention

has ever been matched by any other product we've done.

The seamless integration between hardware and software

makes everything you do on iPhone 5

just feel more fluid, responsive, and fast,

and with this amazing display,

you just feel like you can do more.

It's great for watching HD videos in full widescreen,

and in portrait mode,

iPhone 5 still fits so comfortably in your hand.

Our all-new Maps application is fantastic.

If you look at things like Flyover,

it's a completely different experience

than you've ever had before in Maps.

And using turn-by-turn spoken directions

makes it really easy to get where you're going.

"Turn left onto Lombard Street.

Then turn right onto Van Ness Avenue."

The panorama feature is simply awesome.

You can capture panoramic photo

just by moving your camera through the scene.

Once you're done,

the app combines what you've captured

into one beautiful panoramic shot.

And now Siri can do more for you.

You can get sports scores and team schedules.

Siri can also find places to eat

and even help you make a reservation.

Facebook is now integrated right into iOS 6,

so you can post photos or share anything else you want to

directly from your apps.

And now you can make a FaceTime call

right over the cellular network,

so no matter where you are,

you're always able to see the ones you love.

Along with the experience of actually using it,

what makes iPhone 5 so unique

is how it feels in your hand.

The materials it's been made with,

the remarkable precision with which it's been built,

never before have we built a product

with this extraordinary level of fit and finish.

We've developed manufacturing processes

that are our most complex and ambitious.

Starting with the aluminum,

we machine all of the surfaces of the enclosure.

We then polish and texture them.

We then use crystalline diamonds to cut the chamfers.

It's so exact

that you're left with a near-mirror finish.

These techniques create a dramatic distinction

between the product's lightly textured back

and its highly polished chamfered edge.

This manufacturing precision

extends to have these many pieces seamlessly come together.

The inlay of the product is matched to the housing

through a highly sophisticated process.

With the parts on a conveyor,

two high-powered cameras take pictures of the housing,

an instantaneous analysis is done,

and then the best match

out of a possible 725 cuts is determined.

The variances from product to product,

we now measure in microns.

We believe that going to such extreme lengths

is the only way that we can deliver this level of quality.

To create the new iPhone,

we began with a design that we really loved,

but to build it, to implement it,

we had to look way beyond what we knew to be possible.

It took all of our learning,

our best thinking,

to realize something so simple,

so clear,

and yet so truly extraordinary.

♪