Apple event kicks off with touching Steve Jobs tribute

Https%3a%2f%2fvdist.aws.mashable.com%2fcms%2f2017%2f9%2f70560183 5ff6 746a%2fthumb%2f00001

{“player”:{“description”:null,”image”:”https://i.amz.mshcdn.com/L4JWWMBNYOkLu0WbtpZznVwTryM=/https%3A%2F%2Fvdist.aws.mashable.com%2Fcms%2F2017%2F9%2F70560183-5ff6-746a%2Fthumb%2F00001.jpg”,”mediaid”:”gb0eayR0Ld”,”preload”:false,”title”:”Apple event kicks off with touching Steve Jobs tribute”,”sources”:[{“file”:”https://vdist.aws.mashable.com/cms/2017/9/70560183-5ff6-746a/hls.m3u8″},{“file”:”https://vdist.aws.mashable.com/cms/2017/9/70560183-5ff6-746a/dash.mpd”},{“file”:”https://vdist.aws.mashable.com/cms/2017/9/70560183-5ff6-746a/mp4/1080.mp4″},{“file”:”https://vdist.aws.mashable.com/cms/2017/9/70560183-5ff6-746a/mp4/720.mp4″},{“file”:”https://vdist.aws.mashable.com/cms/2017/9/70560183-5ff6-746a/mp4/480.mp4″}]},”options”:{“disableAds”:false,”disableSharing”:false,”nextupAction”:”autoplay”,”embedUrl”:”http://mashable.com/videos/blueprint:gb0eayR0Ld/embed/?player=offsite”,”standaloneUrl”:null,”post”:{“url”:”http://mashable.com/2017/09/12/iphone-apple-event-steve-jobs/”,”date”:”2017-09-12T13:24:18.660-04:00″,”bp_id”:56672,”wp_id”:null}},”advertising”:{“params”:{“keywords”:””,”sec0″:null,”sec1″:””,”prc”:””}},”analytics”:{“labels”:””,”videoSeriesName”:null}}

Who else could open up events at the Steve Jobs Theater than its namesake himself?

As the highly anticipated Apple event kicked off Tuesday at the tech company’s new Cupertino, California headquarters, Jobs voice filled the theater named for him.

Jobs may have died almost six years ago, but his presence was there from the outset.

In a recorded speech broadcast over the speakers, his voice talked about the importance of the brand’s identity and remembering “what’s really important to us” and staying true to the company’s values. “That’s what’s going to keep Apple, Apple, is if we keep us, us,” he said in the short opening monologue. 

The full monologue focused on the famous “what makes Apple, Apple” mindset the company is known for.

“And you never meet the people, you never shake their hands, you never hear their story or tell yours. But somehow in the act of making something with a great deal of care and love, something’s transmitted there. And it’s a way of expressing to the rest of our species, our deep appreciation. So we need to be true to who we are. And remember what’s really important to us. That’s what’s going to keep Apple, Apple, is if we keep us, us.”

“I love hearing his voice and his message,” Apple CEO Tim Cook said after the opening, while standing in front of an iconic image of the Apple co-founder. Cook seemed emotional talking about the tech visionary, saying he could now reflect on the founder with “joy” not sadness. Jobs started working on the campus over ten years ago, he added.

For all the latest news from the event, head to Mashable‘s live blog.

WATCH: How the iPhone has evolved over the last decade

Https%3a%2f%2fvdist.aws.mashable.com%2fcms%2f2017%2f9%2fe2a8d5ca be53 ee23%2fthumb%2f00001

{“player”:{“description”:”Next up, iPhone 8.”,”image”:”https://i.amz.mshcdn.com/GGQeywelAmvv_oeIv-YDJivCVLo=/https%3A%2F%2Fvdist.aws.mashable.com%2Fcms%2F2017%2F9%2Fe2a8d5ca-be53-ee23%2Fthumb%2F00001.jpg”,”mediaid”:”V4l9GrY0gK”,”preload”:false,”title”:”How the iPhone has evolved over the last decade”,”sources”:[{“file”:”https://vdist.aws.mashable.com/cms/2017/9/e2a8d5ca-be53-ee23/hls.m3u8″},{“file”:”https://vdist.aws.mashable.com/cms/2017/9/e2a8d5ca-be53-ee23/dash.mpd”},{“file”:”https://vdist.aws.mashable.com/cms/2017/9/e2a8d5ca-be53-ee23/mp4/1080.mp4″},{“file”:”https://vdist.aws.mashable.com/cms/2017/9/e2a8d5ca-be53-ee23/mp4/720.mp4″},{“file”:”https://vdist.aws.mashable.com/cms/2017/9/e2a8d5ca-be53-ee23/mp4/480.mp4″}]},”options”:{“disableAds”:false,”disableSharing”:false,”nextupAction”:”autoplay”,”embedUrl”:”http://mashable.com/videos/blueprint:V4l9GrY0gK/embed/?player=offsite”,”standaloneUrl”:null,”post”:{“url”:”http://mashable.com/2017/09/11/unveiling-of-iphones/”,”date”:”2017-09-11T10:54:35.521-04:00″,”bp_id”:56384,”wp_id”:null}},”advertising”:{“params”:{“keywords”:”tech,apple,iphone,ios,technology,mashable-video,siri,iphone 7,iphone 6s,live photos,apple watch,camera,iphone se,mashable video,steve jobs,app store,headphone jack,touch id,iphone 7 plus,real-time,iphone case,real-time video,real time,real-time-video,iphone 8,real time video,iphone anniversary,decade,iphone 5s,iphone 5,iphone 4s,iphone generation,history of iphone,all the iphones,iphone evolution”,”sec0″:null,”sec1″:””,”prc”:””}},”analytics”:{“labels”:”tech,apple,iphone,ios,technology,mashable-video,siri,iphone 7,iphone 6s,live photos,apple watch,camera,iphone se,mashable video,steve jobs,app store,headphone jack,touch id,iphone 7 plus,real-time,iphone case,real-time video,real time,real-time-video,iphone 8,real time video,iphone anniversary,decade,iphone 5s,iphone 5,iphone 4s,iphone generation,history of iphone,all the iphones,iphone evolution”,”videoSeriesName”:null}}

window._msla=window.loadScriptAsync||function(src,id){if(document.getElementById(id))return;var js=document.createElement(‘script’);js.id=id;js.src=src;document.getElementsByTagName(‘script’)[0].parentNode.insertBefore(js,fjs);};
_msla(“//platform.twitter.com/widgets.js”,”twitter_jssdk”);