(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