Ap­ple touts iPhone 7 with big­ger stor­age, wa­ter re­sis­tance

Fiji Sun - - Business -

er­haps one of the big­gest news from Ap­ple this year – the new iPhone 7 has just been un­veiled in the USA. The new iPhone 7 is due for global re­lease on Septem­ber 16 with the small­est ver­sion be­ing 32GB. The smart­phone, which now comes in black, boasts long-ru­moured fea­tures such as wa­ter­re­sis­tance, stereo speak­ers, longer bat­tery life and, on the larger 7 Plus, dual cam­eras that al­low for tele­photo photography.

Mak­ing the iPhone wa­ter-re­sis­tant pulls it even with ri­val Sam­sung, which has been tout­ing the wa­ter-friend­li­ness of its smart­phones for some months. Ap­ple added new fea­tures to its smart­phone and smart­watch Wednes­day, spot­light­ing the com­pany’s game­plan of im­prov­ing on its suc­cesses as op­posed to div­ing into new cat­e­gories. Also un­veiled was a sec­ond gen­er­a­tion Watch that is now water­proof and has a built-in GPS fea­ture. A new Nike-edi­tion Watch di­als up the run­ner-fo­cused fea­tures of the prod­uct, which has a heavy fit­ness fo­cus. Per­haps the only truly new prod­uct from Ap­ple was a new wire­less ear­bud called AirPods, which look like the com­pany’s cur­rent white ear­phones mi­nus the snaking cord. AirPods can be used in stereo or in one ear only. Ap­ple (AAPL) shares rose 0.6 per cent to US$108.36 on the up­dates.

Watch sec­ond to Rolex in rev­enue

The Cu­per­tino, Calif., com­pany has de­lib­er­ately stayed vague about its plans in hot tech are­nas such as ar­ti­fi­cial in­tel­li­gence and aug­mented re­al­ity.

And its in­volve­ment in self-driv­ing cars re­mains but a ru­mour. In­stead, it ap­pears to be dou­bling down on a group of prod­ucts that have helped ce­ment its name and filled its cof­fers. More than 1 bil­lion iPhones have sold around the world, and Ap­ple Watch has, over the past 18 months, be­come sec­ond only to Rolex in sales rev­enues.


Ap­ple se­nior vice pres­i­dent of world­wide mar­ket­ing Phil Schiller took the stage to run down a range of iPhone 7 de­tails, start­ing with it be­ing wa­ter and dust re­sis­tant. He went on at length about the prod­ucts prow­ess as a cam­era. “What we have here is a huge ad­vance­ment for photography for cell­phones,” he said.

IPhone 7 has a new op­ti­cal sta­bi­lizer, a larger aper­ture lens and a new high-speed sen­sor that’s 60 per cent more ef­fi­cient, Schiller said.

The flash pro­duces 50 per cent more light. The new im­age sig­nal pro­ces­sor in the phone uses ma­chine learn­ing to find bod­ies in a frame, sets ex­po­sure, colour bal­ance, tone map­ping and noise re­duc­tion. “This hap­pens ev­ery time you take a pic­ture, it’s 100 bil­lion op­er­a­tions ev­ery time, in just 25 mil­lisec­onds,” Schiller said. “It’s a su­per com­puter for photos.” The larger iPhone 7 Plus fea­tures a lon­gru­moured dual lens setup: a wide-an­gle new tele­photo lens, a zoom fea­ture that is unique to smart­phones and more com­mon to larger DSLs with in­ter­change­able lenses. By tap­ping the screen of the phone be­fore tak­ing a photo, a “2x” icon ap­pears on the screen in­di­cat­ing the be­gin­ning of the zoom process. AirPods are Ap­ple’s take on wire­less head­phones iPhone 7 also has dual speak­ers, which can play at twice the vol­ume gen­er­ated by the iPhone 6. Wired head­phones are mov­ing to a con­nec­tion through the phone’s Light­ning port, typ­i­cally used for powering up the de­vice. New iPhone 7s will come with Light­ning­con­nected head­phones as well as a con­nec­tion jack that will en­able own­ers of old head­phones with the new phone.

The new AirPods de­liver five hours of bat­tery life, us­ing the de­vice’s new W1 chip. In other news, at­ten­dees gave Su­per Mario cre­ator Shigero Miyamoto a big round of ap­plause as he in­tro­duced an iPhone-friendly ver­sion of the ven­er­a­ble Nin­tendo game for iPhone. Su­per Mario Run is due in the app store in time for the hol­i­day sea­son, Miyamoto said.

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