-This is iPhone 5S.
It's made of a high-grade aluminum with diamond cut, chamfered edges, perfectly matched glass inlays.
The team has carefully considered every detail to make this the most beautiful phone ever made.
And it is the gold standard in smartphones.
It comes in 3 metal finishes;
silver, gold, and the new space gray.
And there are so many innovations inside it.
I'm going to tell you about 3 major ones today.
The first is performance.
We all want great performance in our devices.
The iPhone 5S is a huge think forward in mobile computing performance.
It starts with a brand new system on a chip from Apple called A7.
A7 is 64 bit.
This is the first ever, you know, phone of any kind-- I don't think the other guys are even talking about it yet-- This is a 64-bit desktop class architecture.
That means we can use a new modern instruction set, an ARM instruction set that's more efficient than the others use.
It is a lot of great technology in it, the number that stands out above all else.
It has over a billion transistors in it.
And this fits in a dye that's about the same size as the previous generation A6.
It's about twice as many transistors.
You've heard a lot about iOS 7, but what we haven't told you yet is it's also to be completely reengineered for 64 bit at the same time.
It has 64-bit kernel, libraries, and drivers.
All the apps that come with your iPhone 5S, they've been reengineered to 64 bit as well.
This will be an easy transition for developers
as we've updated our tools with Xcode to support 64 bit.
So, they can make 32 and 64-bit apps easily.
It runs OpenGL ES version 3.0, the latest graphic standard.
This means that graphic contents applications can bring their console and desktop level 64-bit graphics easily to the iPhone platform.
-Now, in Infinity Blade III you'll play as 2 characters.
This is Isa, a stealthy warrior thief.
Each of these environments is huge, extremely detailed, and filled with rich and rewarding game play.
And each of these areas is as big or bigger than the entirety of the first Infinity Blade.
Now, this is all running real time with each of these complex environments being loaded almost instantly.
That's over 5 times faster than on iPhone 5. Now, watch.
We'll literally fade the black, unload this, and boom, load in an entirely new word just like that.
-We have a completely new part in the iPhone.
We call it M7.
It works alongside A7.
It has a motion coprocessor.
What does that do?
Well, it takes advantage of all these great sensors and it continually measure the data coming from them without even having to wake up the A7 chip.
It measures from the accelerometer, the gyroscope, and the compass.
And with new software and applications, you're gonna get a whole new level
of health and fitness solutions never before possible on a mobile phone.
The great team at Nike is creating a new application called Nike+ Move.
It's all about helping athletes stay motivated, be fit and active throughout their day.
It uses the new M7 chip and Core Motion API as well as GPS.
Help you track over the kind of activities you're taking part in throughout the day and where you're doing it.
It gives you Nike fuel points, lets you compete with friends over Game Center
all in service of having you have a more healthy and active lifestyle throughout your day.
It's really cool.
What about battery life?
We're really happy to tell you the team has done a phenomenal job.
They do have battery life that's equal or greater than the iPhone 5 had.
10 hours 3G talk time.
8 hours 3G browsing.
10 hours LTE browsing.
40 hours of music listening.
Up to 250 hours
So that's the first of breakthrough technologies in the iPhone 5S.
A 64-bit class architecture, an incredible performance of A7 and M7.
It starts with a 16-gigabyte configuration at just 199, 32 gigabytes at 299, a massive 64 gigabytes at 399, again on a standard 2-year contract.
In addition to that, the team has made a set of cases that fit the character of this phone so well.
They're leather cases dyed in these 5 gorgeous colors.
Just $39 each and is also a beautiful product, the red one as well.
It's really great.
Like all of our products, it's really important that we design iPhone 5S to be environmentally friendly.
Others don't talk about this, but we're gonna continue to because it matters so much.
Arsenic display glass, mercury free display, BFR free,
PVC free, and highly recyclable with its high-grade aluminum and glass.
So now you've seen our 2 new phone lines, iPhone 5C and iPhone 5S.
The 5C in these gorgeous new colors.
5S is beautiful metal finishes and packed with these 4 thinking technologies.
The 5C starts at just $99, 5S at 199.
We're also gonna keep a model of the iPhone 4S and 8-gigabyte configuration in the line.
Many carriers will be offering that for free for their 2-year contracts.
So, this is the first time we're launching and rolling out 2 new lines of iPhone.
So, how are we gonna do that?
Starting on Friday, September 13th, that's this Friday, you'd be able to order the iPhone 5C, preorder it online.
Then a week later, September 20th, you'll start to be able to purchase the iPhone 5C and the iPhone 5S in channels
in the United States, Australia, Canada, China, France, Germany, Japan, Singapore, and the United Kingdom.