The company held the event in the Steve Jobs Theater, aptly named after the company’s most well-known CEO, who passed away in 2011. As Apple CEO Tim Cook said in his opening remarks, “It was only fitting that Steve would open his theater.”
The program started with Jobs’s voice.
“There’s lots of ways to be as a person, and some people express their deep appreciation in different ways,” Jobs said in voiceover in the opening video. “But one of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful and put it out there.
“But somehow, in the act of making something with a great deal of care and love, something is 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.”
Watch the full prelude to Apple’s event and Cook’s tribute to Jobs below.
This article originally appeared on Recode.net.