Thanks to the ubiquity and simple distribution of the iPod Touch and the iPhone, tens of millions can know the thrill of being Ezio.
Ubisoft is well known for the award-winning quality of its graphics and animations.
As you can see behind me, this game is no exception.
Assassin's Creed is all about visceral combat, brutal hand-to-hand, and wicked one-shot kills.
Thanks to the power of these devices, we can put incredible diversity into the animations and sound effects.
So when you're fighting in this game, you're going to feel every blow.
Assassin's Creed is also about exploration and customization.
Now, whether it be putting your own face on the wanted posters that appear on the walls throughout the game using your photo library, or uncovering a secret art cache where you can unlock an exclusive illustration to use as a wallpaper or to send to a friend.
The iPod Touch and the iPhone let us bring you closer to the world of Ezio than ever before.
Finally, Assassin's Creed is all about the flow of spectacular acrobatics through exotic and historic locations.
The intuitive touch controls allow you to guide Ezio through these incredible free-running experiences, and it's an absolute breeze.
Fans of Assassin's Creed can get in on the action from day one.
We're bringing this title to market day and date with the other console versions, November 11th.
Combined with an exciting fan app and short films on iTunes that flesh out the backstory of Ezio and the Assassin's Creed universe, clearly the iPod Touch and the iPhone are the place to be for gamers and Assassin's fans alike this holiday season.
Thank you very much.
Thanks a lot, Phil.
That is so much fun.
Next up, this is a really great story, Tapulous.
Tapulous is a developer that was founded in January of 2008 with a specific focus to create games and titles for the iPhone and iPod Touch.
They've had a super hit title in Tap Tap Revenge.
It has over 10 million users today.
And now they're working on something really creative and new, merging two different styles of games together, music and racing, into something unlike anything we've seen before.
And it's really innovative.
To tell you what that is all about, I'd like to invite out their founder and CEO, Bart Decrem.
Bart.
Thanks, Phil.
Good morning.
When we launched on the App Store a year ago, our crazy dream was to get to a million users in the first year.
We hit that goal in just three weeks.
Today, Tap Tap Revenge is one of the most popular games on the App Store, and an awesome 3.0 release is just around the corner.
But today we're introducing Rhythm Ribbon, a completely new music game built especially for the iPhone and the iPod Touch.
Rhythm Ribbon puts you in the role of the DJ.
Now, this is a new kind of game, so let me set the stage.
You'll be racing down a ribbon.
You are the DJ, and your job is to follow the groove, or your rich sound will be stripped down to its basic drum beats.
Let's give it a go, and we'll play to the biggest hit of the year.
That's Boom Boom Pow by the Black Eyed Peas.
And Andrew is tilting his phone side to side to the beat to follow the groove and keep the ball on the green line.
Now, along the way, you choose from remixes to your song by some of the biggest DJs on the planet.
At the next intersection, we're going to cut a right for the super black mix, which is just a little deeper.
There we go.
There are jumps and hoops that you catch by flicking your phone.
This will layer on additional bonus sounds like these booms.
Nice.
All right, let's get the third one.
Great.
Now, make sure you don't hit that side rail.
Ouch.
We just got dropped back to the base beat.
Andrew, get us back in the groove.
All right, there we go.
Now, to stay in the game, you need to clear the checkpoint, and Andrew did it.
Good job.
There are tons of combinations of mixes and effects.
By the end of your level, you'll have created your own unique mix to a hot track.
And every time you play, you can make a new mix.
After the game, you can share your mix with your friends and challenge them to beat you at your game.
Rhythm Ribbon is launching in October.
The game will come with three Black Eyed Peas content bundles created especially for this game by Will.i.am.
We're delighted to announce that the first special level, which will be available for an app purchase, will be by Tiesto.
He's been voted the number one DJ in the world three times over.
Thank you, and rock on.
Next up, Gameloft.
Gameloft is an amazing developer that's been with us on the App Store right from the very beginning.
Today, they're shipping 35 gaming titles in the App Store.
They've had some amazing hits, and they're working on some incredible new content for you to see.
And they have now almost 20 million downloads, making them one of the biggest developers in the App Store.
So to show you what they're working on next, I'd like to bring up Mark Hickey from Gameloft.
Mark.
Thank you, Phil.
Good morning.
I'm really excited to be able to give you all today a sneak preview of our latest project.
It's a first-person shooter.
It's called Nova, and it is awesome.
In Nova, you play as a space marine, and your mission is to defend humanity against an alien attack.
The single-player game ships with 12 levels, 5 powerful weapons, a wide range of alien enemies, and graphics that we think are the best that have ever been seen on the platform.
So now, as you can see, we've got our ship.
It's landing on this alien world, and we're in a hostile environment here.
So the first thing we're going to do is pull out our arsenal and equip the assault rifle so we're ready for any surprises.
So we're getting attacked by these drone soldiers here.
Our mission is to rendezvous with the marine platoon that's waiting for us on the other side of this valley.
Now, since we're facing some pretty heavy resistance here off the bat, we're going to move forward a little more cautiously, equip the sniper rifle, and now you can see there's this enemy patrolling further down the trail, so we're going to zoom in on him.
And once he's lined up in our sights, and once he's lined up in our sights, take the shot.
Head shot.
Nice shot.
Cool.
So now, of course, Nova also ships with media player integration.
So now you can listen to your iPod music when you're out there fragging aliens.
So that huge gun that you see on the screen is the plasma cannon.
When you hold down the right fire button, it charges up and releases a huge blast.
Now, over and above the single-player game, Nova is going to have fully-featured multiplayer.
We've got over Wi-Fi and over Bluetooth.
We're going to have a bunch of cool iPhone 3.0 features like push notifications to challenge your friends and voice chat.
So we're really excited about Nova.
We hope you guys are going to love it, and you'll be able to get your hands on it when it ships a little later this year.
Thank you very much.
I don't know about you, but if you've been playing first-person shooters like I have for so long, that's stuff I couldn't do on my personal computer on my desk not too long ago.
Just incredible.
Now on an iPod Touch.
Well, last up of our developers I'm going to invite on stage today, EA.
I think they're such a tremendous force in the gaming industry.
They don't need a lot of introduction, but they really are an amazing developer.
They've been a hit not only on all other platforms, but on the App Store as well.
They've had three number one selling hit titles.
To show you the next title they're working on, which is sure to be another big number one hit, I'd like to bring up Travis Boatman.
Travis is in charge of their studios for their mobile applications, and he's going to show you what's new.
Travis.
Hi, everybody.
So we're really excited to be back to talk about one of the world's largest video game franchises.
This is a game that's been around for over 20 years.
Really remarkable.
And it's coming for the very first time to the App Store.
And that game is Madden NFL 10 from EA Sports.
So a vital component of any Madden game is its NFL authenticity.
As you can see here, we have all 32 teams and all the players you'd expect to see in this product.
For today's demonstration, we're going to be playing with our local boys, the San Francisco 49ers, going up against the Super Bowl champs, the Pittsburgh Steelers.
You can also see that not only do we have all the teams and players, but we also have the real stadiums, like Candlestick Park, rendered in the background.
Now, while kickers don't spend a lot of time on the field, when they do, it's usually crucial to gameplay.
So to that end, we designed a custom kicking interface for the iPod Touch.
Joel's going to demonstrate that for you now by simply taking his finger and aiming anywhere he wants right on the screen.
With a simple sweep up and down, he's going to kick that ball.
You can see he's been practicing as he kicked that right into the end zone.
Nice.
We need to do that so we can get on defense.
Now, on defense, you can see we have a deep NFL playbook with all the plays you'd expect to see on any given Sunday.
So let's pick one of our favorite plays and get out there.
Now, we don't need the D-pad to select our players.
A great innovative feature of the iPod Touch is you can tap directly on the screen.
So Joel's tapping on any defender he wants to take control right on the screen.
Really intuitive.
Take control he did.
Good job.
Penalties and takeaways can really kill a team.
Usually, the team with the fewest mistakes out there will win the game.
Good advice, John.
All right.
So now, we're going to pick a play that we saw this weekend in preseason, Titan flat.
So I don't like the look of this lineup against us.
We probably have a mismatch here and a bad play.
So we're going to use another innovative feature of the iPod Touch called hot routes.
What it allows us to do is to take our finger and simply draw the play right on the screen any way we want.
Super intuitive.
And this gives us unparalleled control like never before.
Really cool.
So now Joel's going to tap directly on the screen to access any of the open receivers.
And then hit the action control button to slow the action down so we can make this important play for you guys.
Nice.
Those are just a few of the features we've packed into this year's version of Madden NFL 10, available in the App Store today.
Just launched this morning.
But that's not all.
We also have more games coming to the App Store, including Command & Conquer, NBA Live, and even Need for Speed Shift.
Thanks, everybody.
Well, I hope you agree with us that the iPod Touch is not only a great iPod and a great portable computer, but it is an unbelievable gaming playing device.
And you've just seen some of the hot new titles about to come out.
It's just going to keep growing.
In fact, when we think about the iPod Touch, it's kind of cool to think about it as really the most affordable gateway to the App Store.
That App Store is packed with so much amazing software, not only all the games and entertainment titles we've seen, but just about anything you want.
Whether you want to get a title to read a book, create a piece of art, follow your favorite stocks, or work on an education project, there's something for everyone.
There's an incredible category for medical professionals.
There's an app for anything you want, whether you're a bird watcher or a latte sipper.
There's something great for everyone in the App Store.
And especially, as we're talking about the iPod Touch, over 20,000 titles for games and entertainment.
It's the most affordable gateway at $229.
And most importantly, of course, you don't need a subscription once you give it as a gift to a friend.
They can just start playing.
They don't have monthly fees.
And then they can add and explore that amazing App Store.
Now we learned something really important a few years back in the iPod business.
We had what at the time was our most affordable and best-selling music player, the iPod Mini.
The iPod Mini was selling for $249.
We asked the engineering team to work really hard to get the cost down so we could bring it to market at $199.
When we did, something really incredible happened.
The sales doubled.
We learned something that day.
$199 is a magic price point in the iPod market.
With that price point, we can reach more customers.
So that's just what we're going to do with the iPod Touch.
The most important thing is to give it to even more customers to get access to all this incredible software.
So bring the iPod Touch down today to $199 for an 8GB iPod Touch.
So let's bring up the prices of the iPod Touch lineup.
We're going to bring that 8GB in at $199.
In addition, at $299, we're going to double the memory to 32GB.
And at $399, we're going to double it again to 64GB.
Think about it, 64GB of flash memory in this amazing little pocket computer.
It's just incredible.
There are two other things about the 32GB and 64GB versions of the iPod Touch I wanted to make sure you knew about.
First, we've worked harder to make it even faster.
It's already fast, but now it's up to 50% faster in most everything you do.
For gamers, they're going to appreciate that we've added the graphics power to bring on OpenGL ES version 2.0.
This is what the next generation games are going to be using to get even more realism on these incredible portable games.
But the really important thing, and I can't overemphasize this, is the power of that price: $199.
Creating an even more affordable gateway to the App Store for our customers.
We're so excited about the incredible growth and amazing software on the iPod Touch that we've made yet another ad to show the world how great an iPod Touch is.
Our agencies created this really killer ad, and I'd like to run it for you now.
So the iPod Touch is, without question, the funnest iPod ever.
Next, the iPod Classic.
The iPod Classic is a great device for customers who have a large music library.
For example, they might like to keep all of those songs plugged in to their car stereo or at home with their home entertainment system.
Today, we've got one thin version that's 120GB for $249.
So what we're going to do today with the iPod Classic is up that capacity to 160 gigabytes, the same thin size, the same price, $249.
160GB allows those customers to store 40,000 songs.
And believe it or not, we have customers with libraries that big.
It's just incredible.
And they appreciate the iPod Classic.
All right, next, iPod Shuffle.
The iPod Shuffle is an amazing device.
It's literally the smallest music player in the world.
It's got this great built-in clip, so you can clip it right on your clothing.
And it's the easiest to use iPod as well.
No controls directly on the device.
The controls are on your headset.
And it's really easy with just a single click to play, pause, volume up, volume down, next song, previous song.
It's so easy, and customers have asked us to expand the range of options of headphones you can use with the iPod Shuffle.
So we've worked with a number of headphone makers, and you're going to see a range of products now coming out that all have the integrated controller for the iPod Shuffle.
In addition to an adapter that has the controller, you can plug any headphone into.
It's the iPod Shuffle, the world's smallest music player. It's also the first music player that talks to you.
With voice-over technology so that, for example, if you're using your iPod Shuffle and you want to know, what's that song I'm listening to right now?
It holds so many.
Well, you can just hold down that button, and it'll tell you.
Know Your Enemy, Green Day.
Now, when we added that voice-over technology, it allowed us to do something else we couldn't do before in the Shuffle, which is we were able to now support multiple playlists so that you could have a different workout mix or a mix for whatever you want.
And you can just hold down the button and change your mix.
Workout mix.
So voice-over gives us readings of what your song is, what your artist is, and what playlist you want to listen to.
It even gives you status information.
Battery full.
This is really useful if you use it, as many of our customers do, in active environments: running, at the gym, on a bike.
You really appreciate the ability to control and change what you're listening to without ever having to look down at the device.
So what's new with the iPod Shuffle?
Today we're bringing out all new colors: black, silver, pink, green, and blue.
Five colors.
In addition, we're making it even more affordable with a new model, $59 for 2GB in those five colors.
That joins the 4GB model at $79, again in those five colors.
And those are all shipping today.
So new price point: $59, $79, five colors each.
We also want to make one more that we really think is beautiful.
We call it the special edition.
This is made out of polished stainless steel.
It's absolutely gorgeous.
It's $99 for a 4GB model.
It'll be available in the online store and the retail stores.
Again, the special edition in stainless steel.
So that's the new iPods.
I'd like to turn it back to Steve.
So, new iTunes 9, new iPod lineup for the holidays.
We're really glad to share this with all of you today.
But we do have one more thing.
And that is a video camera.
You know, we've seen video explode in the last few years.
Nowhere more than on YouTube, which is serving up a billion video streams a day.
And where are these streams coming from?
They're coming from folks like us who are using these portable solid-state video cameras to take personal videos.
And it's incredible.
So here's one, a very popular one, 4 gigabytes of memory, $149.
And this market's really exploded.
And we want to get in on this.
So what are we going to do?
Well, we're going to start off with an 8 gigabyte unit, 8 gigabytes of memory.
And we're going to lower the price from $149 to free.
This is the new Apple, isn't it?
So how are we going to do that?
The way in which we're going to do that is we're going to build a video camera right into the new iPod Nano.
On the back of every Nano is a video camera and a microphone integrated right in.
And there's a speaker inside as well to listen to the sound of your videos.
So built into every iPod Nano is now an awesome video camera.
And yet we've still retained its incredibly small size.
And you realize how small when you compare this to other devices, right?
A fifth as thick, a tenth the volume.
So you can take along your iPod Nano and always have your video camera with you in this tiny little package.
So how good is it?
It turns out it's great.
Let me just show you a little bit of real video off of here.
So you can watch your video right on the Nano over and over again.
You can also sync it back to your computer, to your My Videos folder if you're on a PC, or right into iPhoto if you're on a Mac.
And with one click, you can send it to YouTube.
And this is that same video, undoctored, on YouTube.
So pretty amazing to always have a video camera of that quality in your pocket built right into your iPod Nano.
Now, the iPod Nano is a pretty incredible device.
It is the most popular music player in the world.
We've sold over 100 million iPod Nanos.
By far, it is the most popular music player in the world.
And it's a great music player.
It's got cover flow built in.
We're adding voiceover, the same as the iPod Shuffle.
And we're adding some other really cool things too, like Genius Mixes.
So you can make a Genius Mix, or actually, it will automatically make Genius Mixes.
Here's three of them.
A jazz mix, a rock mix, a blues mix.
Again, endless mixes of songs that go great together out of your music library.
Created with this giant database and the Genius technology.
We've also built in, for the first time, an FM radio.
So you've got a great FM radio built into your iPod Nano now.
And we've built in a voice recorder app using the built-in microphone.
As well as a pedometer, so you can keep track of your steps.
And you can even sync up on the web to Nike Plus for long-term goals like this.
So, the new iPod Nano.
Built-in video camera.
It's got a larger 2.2-inch display.
Same great enclosure.
Built-in microphone and speaker.
Voiceover, FM radio, pedometer.
A lot of great new stuff in the same beautiful design.
And it comes in awesome colors this year.
We finally figured out how to do colors that are just unimaginably beautiful.
They're polished, anodized aluminum.
And when you see them, it's hard to believe how stunning they are.
So the iPod Nano in all these great colors comes in two models.
An 8GB for $149 and a 16GB model for $179.
And they're all available today.
So we made kind of a cool ad that I'd love to show you now.
So let's run the ad.
Isn't that great?
So the new iPod Nano joins the iPod Shuffle, the iPod Classic, and the iPod Touch.
And this is our lineup for this holiday season.
And of course, we paid attention to the environmentals as well.
All these iPods use arsenic-free glass.
They're all BFR-free, mercury-free, and polyvinyl chloride-free.
And with their metal and glass designs, they're all highly recyclable.
We pay a lot of attention to this.
So, iPod plus iTunes.
An incredible new release, iTunes 9, is available today.
And a great lineup, a very strong lineup of iPods for the holiday season.
Again, available today.
So that's what we wanted to show you.
We're really pleased that you came.
And we've got a hands-on area where you can go get your hands on some of this stuff in person.
Now, we've got great teams of people that work really hard to create these products for you.
And one of the things that really drives us is, like you, we love music.
And we never want to forget that.
That's probably the primary reason we do this.
And there's no better way to remind us all at events like this than by having a live performance.
And we are really lucky today in that Norah Jones is going to join us for a live performance.
Norah's released three albums to date, and they've sold 36 million copies.
That is a ton.
Highly successful.
And an even more important measure is she's won nine Grammy Awards.
So this is her new album.
It's coming out this fall.
And would you please welcome or join me in giving a warm welcome to Norah Jones.
Thanks for having us.
Thanks for being here.
This is the earliest I think I've ever played, but it's okay.
Come away with me in the night.
Come away with me and I will write you a song.
Come away with me on a bus.
Come away where they can't tempt us with their lies.
I want to walk with you on a cloudy day, in fields where the yellow grass grows knee-high.
So won't you try to come away with me and we'll kiss on a mountaintop.
Come away with me, and I'll never stop loving you.
And I want to wake up with the rain falling on a tin roof while I'm safe there in your arms.
So all I ask is for you to come away with me in the night.
Come away with me.
Thank you.
Thanks to Steve Jobs for having us, and I'm really happy to see him doing well.
And there are a lot of secret passageways back there, secret knocks.
I feel like a burden has been lifted now that we're actually playing.
No, just kidding.
You know what I mean?
I'm bad at secrets, so.
So we're gonna do a song from my new album that's gonna come out in November.
And we haven't really played this one that much.
What's going on there?
So, yeah, this is a song called Young Blood.
I'll pretend my heart's not on fire if you steal my true love's name.
Broke down subway in this city of spires.
Tape your picture over his in the frame.
We'll imagine we're sleeping revolvers. Shotgun wedding in a strange SoHo.
Our chambers hold silvery collars.
Gun down werewolves wherever we go.
We gun down werewolves wherever we go.
Midnight phone calls in the back of a Mustang.
Creased white pages torn right from the spine.
Kissed my neck with a crooked, cracked fang.
You always hoped one day you'd be mine.
Threw our fathers on funeral pyres.
I'm not sure that we were playing a game.
Busted gasket in a field full of liars.
No one noticed we set five boroughs aflame.
Young blood, young bone, old ghosts, go home.
Band of gold with a diamond implied.
You wrote letters that you never sent. I made promises.
I'll always deny.
Now we'll never know what the other meant.
Watch is ticking like a heartbeat gone berserk.
Lost the chance to wind the key.
Roosters are nothing but clucking clockwork.
Our fears are only what we tell them to be.
Drown the last of our matches.
Burn the rest of each other.
You were strongest when I ached for breath.
Through the thick of smoke, we'll finally smother.
Young blood, young bone, old ghosts, go home.
Young blood, young bone, old ghosts, go home.
Young blood, young bone, old ghosts, go home.
Young blood, young bone, old ghosts, go home.
Thank you.
Thank you very much.
All right.
Well, that's what we have for you today.
Thank you for coming, and we'll see you soon.
