Because we've never built our business on
wanting people to use their phone all day long.
We do not want that.
We want you to have a great life
and that means you're not gonna be using your phone all the
time.
The Apple Watch Series 4 was another big,
you know, thing during,
during this keynote
and has a lot of impressive health features.
How is that important for the company.
What can people expect?
What we found out through the years is one,
the wellness aspects of the watch.
It's really making a difference in people's lives.
It's creating an environment where they want to be more
active and arguably all of us need to be
more active in
and also the heart features on
the watch have created such an environment
that because your heart is being monitored all the time,
the watch has been providing alerts to people
where they found out they had problems they didn't know.
And, in many cases,
catastrophic problems that they didn't
or would have been catastrophic problems
if they wouldn't have been alerted.
And so now we're gonna take this even further.
We're, we're going to ship later
this year.
The very first over-the-counter
ECG available.
And the whole idea behind the watch is to make you better.
That's the objective.
You know, it's to get you to
exercise more.
Get you to move more,
help with your health.
I mean, all things that empower people
to be better.
What was the feedback that you've heard.
How is that important to you
and Apple?
You know, through the years I've gotten so many
notes. I mean daily kind of notes
from people who have found out they had problems
that they didn't know that they had.
These are problems with their heart rate,
you know, maybe the watch provides you a notification
that you are, that you have a high heart
rate during a point in time that you're not moving.
And so we provide notifications
and then, of course, that prompts them
to seek medical help and,
and/or treatment, if it winds up in that.
And I've gotten so many of those that said,
thank you for doing this.
I would have never known
and my doctor said that I
might not be here if I would not
have taken action
and gone to the doctor at the appropriate
time. And so Apple
has always been about finding
this intersection between
the liberal,
liberal arts, humanities ,and technology.
And so we, we have always infused
humanity into our products.
And arguably,
this is the ultimate display of that,
you know, give people life.
And so, it feels great.
Some people are spending too much time in certain
apps.
And we want them to know that because
we we believe that if people know what they're doing,
they're in the best situation
to decide whether they really want to be
doing that or not.
And so we're reporting things like how many notifications
you get, how many times do you pick up
your phone during the course of the day.
How much time are you spending in
each of these apps during the course of the day.
And then, you can set your own goals.
You know, I want to take this one down by 10%
or down by 50%
or you might want to say,
you know, I want to curate my notifications.
I don't really want this many notifications or I don't
need that many.
You may want to cut the amount of times you pick up your phone.
And so all of these things,
the power, we're giving you the power to
decide for yourself
with this enormous transparency.
Because we've never built our business on
wanting people to use their phone all day long.
We do not want that.
We want you to have a great life
and that means you're not gonna be using your phone all the
time. But we want the time that you
spend on it to be incredible.
Where you can do things that you've never dreamed you could do before.
I've used it and I was surprised
with some of my results. I spend a lot
of time on social media
but where they are and the surprising results from your screen time.
I think it's surprising,going to be surprising things for everybody.
And there were for me.
I know I was getting too many notifications.
And so I looked to see who was sending me all these notifications
and I began to count.
Because there are so many things in life that you don't really
need to know at the moment.
There's a lot of things you want to but...
So that was a learning for me.
And I think I'll continue to have more because
the great thing about this is you can look at
this every day
or once a week
or across a longer period of time if
you want more data.
But we're putting the power in your hands.
To make the decisions
and sort of like what the Apple Watch does
with telling you how many calories you burn for the day.
It's sort of a moment of truth to
look at this report to see where you're
spending your time which is arguably the most important
decision all of us make each day of our lives.
Any habits you think people will be changing
after they see results are in
or any tips on how to decrease their screen time? I think, you know,
all the research I've seen
says to make small changes
in your behavior and continually make them,
you know, if you're losing weight,
it's lose a little each week.
If you're wanting to cut your screen time
cut it by a little.
And, but over the course of a month
or two months a little adds up to a lot.
And so I hope that people
use it.
And make the decisions
and become the person they want to be.
That's the whole idea of it.
You think about it, we used to carry
a separate camera.
We no longer have to,
we can make photos as good as a professional
photographer. If you think about the power
that is in an iPhone
it's unbelievable.
I mean it's the power that used to be more than a
mainframe. When I was growing up I mean this is
incredible we can now perform
five trillion operations
per second with this iPhone.
This is hard to even fathom using machine
learning. We can do a whole variety of things across
the phone.
And so, now your face
is your password.
We could have never dreamed this when I was growing up.
I mean, I'm not even sure we knew what a password was a password
was what you said to get in the door.
And now you've had several years in the tech industry
where do you see it going in the next say 20 to 50 years?
Well I think the great thing about our
industry is that you
can do about anything you can imagine now.
I mean it's unbelievable the power of machine
learning. The power they are.
You saw a demo earlier of augmented reality.
I mean I think that one day we will wonder
how we ever lived without it.
Because in conversations that we're in,
we can...we can have a much more enhanced
conversation with the power of AR.
And so I think you pull all of these tools
and the great thing is that for today,
all of those things are possible on this iPhone.
I mean the future is now.
It's unbelievable the power
that's in the palm of your hand
or in your pocket now.
So what can consumers look
out for on the new iOS 12
and the new phone.
There are lots of great things in there,
you mentioned Screen Time earlier.
You're going to find the performance
much better,
apps are going to open much faster.
You're going to have, on this phone in particular,
you're going to have up to an hour
and a half more battery life.
Everybody wants battery life.
You know,
it's an essential thing.
You're going to see a great new feature like Memoji
where you can sort of customize
yourself in any way you want
to right embedded in messages
where you really are talking to to your friends
and your family.
So the list here is,
is incredibly long.
And keep in mind,
that this is the place
for augmented reality.
This is the best phone for an
augmented reality experience.
And the number of these that will be coming out.
You played some games earlier
but the number of these that will be coming out across all
aspects of your life is just going to be exponential.