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his is our vision of personal technology and we’re just getting started,” said CEO Tim Cook during Apple’s recent special event as the company introduced the iPad Air 2, iPad Mini 3, an iMac with a 5K display, a new Mac mini and revealed further details on Apple Pay.
With a cameo from comedian Stephen Colbert, proceedings were humorous and light-hearted, but its new releases packed a punch. Flick through to pages 84-90 for our reviews of the new products. “It’s been an incredible year,” said Cook. “This is the strongest lineup of products Apple has ever had.”
His colleague Philip Schiller, Apple’s SVP of worldwide marketing added to the celebratory tone: “Thirty years after the first Mac changed the world, the new iMac… is the most insanely great Mac we have ever made.”
The new iPads both gained Touch ID and Apple’s new SIM, which enables users to migrate between 4G service providers as and when they need to. TBR analyst Ezra Gottheil called the release “empty”, but Kantar Worldpanel ComTech’s Carolina Milanesi dismissed the criticism as “too harsh”, adding: “There’s nothing wrong with the lineup and I think there was enough here from an upgrade