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Apple's big iPhone unveil and keynote in four minutes

While Apple fans were glued to their screens for the announcement of the new iPhones today, before the reveal, Apple worked behind the scenes to fashion two films to encapsulate both the iPhone announcement and the keynote at Apple's headquarters.

The tech giant debuted the films to announce the all new iPhone XS, iPhone XS Max, iPhone XR and Apple Watch Series 4. Each year, the films shown throughout Apple’s Keynote event build excitement and buzz for the newest products and latest updates. No surprise, there are bright colors, quick hit teases and technical flourishes.

This year’s event was summarized in a film that packs the news of the day into one entertaining,108-second ride. The film showcases new features on the just announced products deftly communicating the largest display ever on an iPhone on the iPhone XS Max, a larger display on Apple Watch Series 4, and it highlights the experiences enabled by key features across the new products such as Depth Control and Group FaceTime on iPhone XS, iPhone XS Max and iPhone XR.

It also showcases one of the breakthrough features on the newly designed Apple Watch Series 4, an electronic heart sensor that allows you to take an ECG from your wrist. As the track, Loyal by Odesza builds, viewers are pulled into a thrilling journey ending with a fun take on Tim Cook’s love of Memoji.

In the opening film of the event, the audience gets a look at the Apple Park campus as a mission impossible story unfolds.

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