[MUSIC] Today we are launching the biggest advancement in the history of iPhone. [APPLAUSE] And I couldn't be more excited. And more proud to show it to you now. These are the new iPhones, the iPhone 6 and the iPhone 6 Plus. They are, without a doubt, the best iPhones we've ever done. And I hope you'll agree. They're the best phones you have ever seen. To tell you all about them, I'd like to invite Phil Schiller up to the stage. Their design is like nothing ever before. Incredibly unique. From the glass front, the curves around the side, to meet seamlessly. For anodized aluminum back, complete with stainless steel Apple. It is truly the most beautiful phone you have ever seen. And from this start, the team has envisioned that the new iPhone 6 would come with two display sizes. But not any display would do. These are a new generation Retina Displays. We call them Retina HD. And they are by far the most beautiful displays ever built into a phone. They're new in every way. They're incredibly bright. Their colors are stunning. They're accurate. SRGV accurate. And across from the top to the bottom the team has worked hard to make them the best we know how. From their ion strengthen glass all the way down to new thinner back lights. And yes they're bigger, they're a lot bigger. Here on the left is an iPhone 5f. In the center, iPhone 6, and on the right, the iPhone 6 Plus. You can see the difference. And if you don't know, you can see their sizes, and boy are they packed with pixels. The new iPhone 6, I'm sure some of you already did the math, has over 1 million pixels. And the iPhone 6 Plus over 2 million pixels. Both thinner than any phone we've ever made. The text is incredible too, even sharper and more of it. You can see here in the message app, the iPhone 6 displays more than before, and the 6 Plus displays more and there's extra room there, so we put your friend's faces right there, front and center. And when you turn them in landscape will show more as well. So for example the messages app now has a new horizontal two up display. [APPLAUSE] Your weather shows more of your day. Stocks, for those of you who follow stocks you'll get a great horizontal view now with two up. The mail has two up so you can see your inbox and your messages. and when you bring up the keyboard in any of your apps, with the iPhone six plus. The keyboard takes advantage of the display area to give you some more keys. For example, dedicated keys for cut, copy, and paste. There's even a new horizontal home screen view, if you like to work this way, with your doc along the right hand side. We've also added a brand new gesture specifically for the iPhone six and six Plus. It's called reachability. What's reachability? Well if you double touch, not even press, just double touch the Touch ID button, this is what happens. The whole display slides down so you can reach anything at the top without having to take your hand off the bottom of the display. It's so convenient and intuitive. If you really like to use it. And once you tap something it slides right back up again. The team even took the sweep white button from the top and moved it to the righthand side so that's easy to press as well all one handed. So the team has done a great job building beautiful displays. With a lot of pixels, making it a thinner iPhone than ever before, making it easier to use one-handed. [MUSIC]