12 Sep 2017

Apple launches new iPhone X and other products

The long awaited Apple launch occurred in the first ever event in the Steve Jobs Theater at Apple headquarters in Cupertino California. Despite the information leak, the launch still had all the suspense and drama that many have come to expect. This product launch was the most important most important in years, with expectations high for a 10th anniversary iPhone - iPhone X - plus Apple Watch and Apple TV updates.

As expected Tim Cook took the stage to unveil the new products. The event opened with a reflection of Steve Jobs. Tim Cook, sometimes appeared to have an emotional voice as he remembered Steve Jobs. Honouring the memory of Steve Jobs, who actually set the foundations of Apple Park over ten years ago. Cook, then went on to remember those who are affected by the hurricanes in the Caribbean, saying that Apple is supporting the relief effort and also enabling donations vai ApplePay.

Cook introduced Apple park detailing the number of trees and the green aspects for the place. The Theatre was opened on 12 September and further areas will open over the coming months.

Next there was an update on Apple Retail outlining the ideas behind the way that Apple will be moving with its retail with a relaxed and creative atmosphere in stores where they are able to introduce these new features. New stores are also being opened.

The first product to be launched was Apple watch. With Apple watch now the No 1 watch in the world, with many new features including new Apps, more metrics and enables further uses. One of the major elements is the heat rate monitor which is now the most widely used heart rate monitor in the world. With the new watch it is possible to give a much better analysis of heart condition. It also detects a raised heart rate when you are now active. It also detect heart rhythm which can be the cause atrial fibrillation - in turn this can give give rise to strokes. New music experience and many other new features as part of Apple Watch OS 4 due on September 18.

The new Apple watch itself was also launched. Apple Watch Series 3 with cellular built in. This enables the Apple Watch to be stand alone - it is not necessary to have a phone. The clever part is that it has the same number as the iPhone with which it is normally used. Cellular will also help with music streaming.

To achieve this a dual core processor to provide fast processing - amongst other things this enables Siri to talk so it is not necessary to look at the screen all the time. The technology to achieve this has to be innovative. The display is the antenna and a SIM is an integrated electronic SIM. All this is included in a case the same size as the Apple Watch 2.

Next up was Apple TV. with Apple TV 4K for

The event also brought about the launch of the long awaited iPhone X - the iPhone ten brings in many new features from an all glass structure reinforced with a steel band. This gives a much more advanced look and feel toth is new tenth anniversary phone. Some of the key features include:

  • 3D tracking technology will be used to unlock the phone

  • Edge-to-edge display screens that cover the whole front of the phone

  • No home button Apple has patented a way of embedding Touch ID in the screen

  • Facial recognition to unlock the phone - Face ID.

  • Camera spec includes: 12MP wide-angle and telephoto cameras, Wide-angle: ƒ/1.8 aperture, Telephoto: ƒ/2.4 aperture.

  • Impressive video capability with 4K video recording at 24 fps, 30 fps, or 60 fps, 1080p HD video recording at 30 fps or 60 fps, 720p HD video recording at 30 fps, Optical image stabilization for video, Optical zoom; 6x digital zoom, Quad-LED True Tone flash, Slo‑mo video support for 1080p at 120 fps or 240 fps, time‑lapse video with stabilization

  • iOS 11 will feature, among other things, peer-to-peer Apple Pay and a redesigned Control Centre

  • Wireless charging already in use for the Apple Watch and will now be integrated into iPhones

  • 5.8" 'Super Retina' display Supports HDR in Dolby Vision and HDR10 and True Tone

  • 64GB and 256GB

The new iPhone X costs from $999 and first shipments start from November 3.

Along with the iPhone X, Apple also launched the new iPhone 8 and iPhone 8 plus. These follow the more traditional iPhone look and feel, but still represent a major move forwards. Some of the key features include:

  • Silver, space grey, new gold finish

  • Apple claims it's the most durable glass ever in a smartphone water and dust resistant

  • 4.7" display in the 8 and 5.5" display in the Plus

  • Stereo speakers. 25% louder than the speakers in the 7

  • A11 bionic chip

  • 12MP camera

  • 4K 60fps video

  • Cameras calibrated for augmented reality

  • New Portrait Lighting feature: machine learning creates facial landmarks and enhances light effects on the face (8Plus)

  • Wireless charging

  • iOS 11 available on September 19

  • 64GB and 256GB version available. These new higher memory versions will help overcome some of the issues of much smaller memories on some earlier iPhones.

The cost for these phones are $699 for iPhone 8, $799 for iPhone 8 Plus with pre-ordering to start on 15 September for initial deliveries on 22 September.

Costs in the UK for these new products are a little more The iPhone X is starts at £999 for the 64GB version. The iPhone 8 and 8 Plus will go on sale in the UK from £699 and £799 respectively, while the Apple Watch 3 with mobile connection will cost £399.

The event, which lasted for more than an hour was rounded off by Tim Cook saying that Steve Jobs would be proud of the new products. He quoted Steve Jobs in saying: One of the ways that I believe people express their appreciation tot he rest of humanity is to make something wonderful and put it out there.

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