The crowd at Apple’s new “spaceship” headquarters witnessed new smartphones – including a premium version iPhone X priced at $999 – as the company commemorated its 10th anniversary of the iPhone.
Apple started the event asking the audience to cover their screens as an audio clip of Steve Jobs played. Tim Cook, Apple’s chief executive, said that it was fitting that Jobs opened the theater – named after him – where the event is taking place.
“His greatest expression of his appreciation for humanity would not be a singular product, but rather it would be Apple itself,” he mentioned.
The bar is very high for Apple. Most of its revenue is generated through the smartphone. Cook promised that the company’s new phones would make a splash by defining the future of the smartphones.
iPhone 8, iPhone 8 Plus
Midway during the event, Apple’s marketing head, Phil Schiller represented the upgrades to the main iPhone line. Clad in an Aluminum(aluminium) and glass skin that comes in Silver, Space Gray, and Gold, the new devices are speedier with sharper screens and better battery efficiency. The phones will also accommodate wireless charging. Schiller said chargers will be made by third-party vendors and appear at partner coffee shops and retail stores, as well as some new cars.
The new smartphones have revamped cameras that will use a feature called “portrait lighting” that will automatically optimise the lighting in your photos. The cameras also have significantly improved slo-mo video recording.
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Schiller took some time to praise the smartphones’ ability to do more in augmented reality — which is expected to be a key area for growth for video games and other software apps. An app from Major League Baseball, for example, will display live stats over players when users take a look at the field through their iPhone screen.
Apple is boasting up the base storage of an iPhone 8 to 64GB at a price of $699. The larger iPhone 8 Plus will start at $799. Both will be available for order on September 15 and shipping starts on September 22.
The iPhone X
After iPhone 8 presentation, Cook retook the stage to offer, in Jobs’s iconic words, “one more thing” – the iPhone X.
The phone, he mentioned, was the “biggest leap since the original iPhone.” (The company is saying it the iPhone ten).
The iPhone X cost will start at $999 – considerably more than the base price of previous models. It will be available for pre-order on October 27, and shipping will start November 3 onwards.
iPhone X Key Upgrades
The iPhone X has an advanced array of cameras for facial recognition, which allows the phone to unlocked just by looking at it. The cameras can learn a user’s face and note gradual changes. Light is not going to matter for unlocking your iPhone as it uses face mapping.Apple promised that they would not collect the data on all of those faces. The information would be available on the smartphone only will not be available on Apple Servers.
The facial recognition technology has other third party applications as well. Apple introduced “Animoji” – animated emoji that imitates your facial movements and lets you record animated messages through texts.
The most advanced iPhone smartphone has a 5.8-inch display that covers the entire surface of the phone. Unlike its cheaper sibling, the iPhone 10 comes in space gray and silver variants. iPhone X sports a “super” retina display, which Schiller said is much sharper than any other iPhone because it uses OLED display technology.
Another thing to note is no home button. Users must swipe and use gestures to close an app. For calling up Siri a new side button is placed.
The iPhone X has got upgrades in cameras as well, with the same features of the iPhone 8 and iPhone 8 Plus, and the capability to take better selfies. Battery life is two hours longer than the iPhone 7.
Like the new iPhone 8, the iPhone X also sports wireless charging. Apple said next year, it will release a charger pad that can simultaneously recharge the iPhone 8, its new Apple Watch Series 3 and a new version of its earphones, called the AirPods.
Apple Watch Series 3
The first product up for the show was Apple Watch. The new smartwatch – called the Apple Watch Series 3 – will have its own cellular connectivity, said Apple’s chief operating officer, Jeff Williams, who is also in charge of Apple’s Watch division. “The Watch will be able to receive calls — using your iPhone’s number – and can support apps including Maps and WeChat. The new Apple Watch will also be compatible with Apple Music, meaning you can use it as a music player on its own” he mentioned.
Williams said the new watch can play up to 40 million songs using Apple Music. Siri also gets a boost on the latest watch. Conversations with Apple’s artificial intelligence can happen without even lifting an arm.
The Watch has 18 hours of battery life across LTE, Bluetooth and Wi-Fi. The Watch will go on sale from September 22, at a price of $399 for the model with cellular connectivity. The Model without cellular connectivity, it will cost $329 (Approx Rs. 29,900 in India). The Series 1 Apple Watch’s price will drop to $249 ( approx Rs. 21,900 in India). Bookings start from September 15 for the series 3 watches.
Apple TV 4K Support
Apple is making a big push to create its own shows and strengthen its position in the living room. The Apple set-top box, Apple TV, is now going to support 4K HDR video the company said. The company is also adding live news and live sports sections to the Apple TV app.
The box is getting a processor upgrade for faster performing. The company showcased how eight people can connect online and play a video game together.
Versions of films and shows filmed in 4K will cost the same as HD videos on Apple’s iTunes store. The new Apple TV 4K will go on sale September 15 and shippings start September 22. It will cost $179 (starting from Rs. 15,900 in India). While 4K adoption has been slow to get started, analysts are saying it’s beginning to reach a tipping point.