EXCITEMENT RISES WITH NEW APPLE TECH
▶ iPhones X, 8 and 8 Plus introduced at launch session in California, along with Apple Watch 3 and upgraded TV
The promise of a revolutionary new iPhone to mark the product’s 10th anniversary has seen expectations rise higher than before.
The fevered anticipation felt by so many Apple fans was stoked by a leak of unprecedented detail that revealed not one, but three new phones would be unveiled, including the “$1,000 iPhone” called the iPhone X.
Whether Apple will be able to meet this ferocious expectation and reclaim its dominance in the smartphone market was widely debated ahead of tonight’s launch.
Last night’s event took place in the newly opened Steve Jobs Theatre at the Apple Park “spaceship” campus in California, so called because of the saucer-shaped roof – an 80-tonne disc that was built in Dubai.
The audience was plunged into darkness as a recording of the late Apple co-founder Steve Jobs reflecting on the true identity of Apple echoed.
“I love hearing his voice, and his inspiring voice. It was only fitting that Steve would open his theatre,” said Apple’s chief executive Tim Cook, as he took to the stage.
Before Mr Cook revealed the new products, he reflected on the fate of those in Florida and in the Caribbean who were devastated by hurricanes.
He encouraged people to donate to those affected through the charity Hand in Hand, using the App Store and iTunes.
After running through the details of the new building and updates to Apple’s retail stores, which they call Apple’s Town Squares, the impatient audience was finally given the first glimpse of the new products.
The Apple Watch, which Mr Cook revealed is now the No1 watch in the world, has been upgraded. Apple Watch 3, which will be 70 per cent faster and the same size as its predecessor, can make and receive calls and use data. The watches will use the same number as their phones. Users will also be able to stream 40 million songs.
With smart activity coaching, a redesigned workout app and new features for swimmers, fitness enthusiasts will be pleased. The Heart Rate app will offer more information, including a “recovery heart rate”.
It will also allow users to track their heart rate in the hopes that more people will be able to spot irregularities that could be signs of ill health.
Following the trend of companies showing that they care, Apple launched the “Apple Heart Study” in partnership with Stanford Medicine and will use the Heart Rate app’s data in a move that could improve health – but could also spur the feeling that users’ privacy is being invaded.
It is unclear when Apple Watch 3 will be available in the UAE.
The leak last week predicted that the iPhone X would offer wireless charging, a 3D depth-sensing camera to enable facial-recognition and a glass back. The chunky borders around the touchscreen will go, as will the home button.
This change will allow Apple to keep a sizeable display but shrink the handset size.
The phone is believed to have a new six-core A11 system-ona-chip, which if true means it will probably be more powerful than any other mobile chip on offer and have 3GB of memory.
Another prediction included innovative facial-recognition technology, believed to be called Face ID. It will replace the fingerprint unlock system.
The Lightning connector, which has required many customers to buy adaptors to charge or use headphones, is believed to be staying.
The iPhone X may also be hard to come by, with rumours that limited numbers will be produced.
Meanwhile, the new iPhone 8 and iPhone 8 Plus are believed to be updated versions of iPhone 7 and iPhone 7 Plus. They have faster processors, wireless charging and glass backs.
And Apple TV is now 4K HDRenabled as Mr Cook showed with a scene from Dubai.
Apple’s value has soared this year but the company took a hit after Huawei overtook it in the smartphone market. It pushed Apple to third place, behind Samsung and the Chinese firm.
If the launch last night, fails to get results, Apple could take a sizeable financial stumble.