The much anticipated Apple event this Tuesday was filled with a myriad of new and expected announcements: a brand new campus, a new Apple Watch, two new iPhone models, a new iOS and an updated Apple TV complete with HDR and 4K technology.
"We are here today to talk about some incredible products," said Tim Cook, CEO of Apple when opening the traditional ritual event of new product revelations which, for the first time ever, took place at the Steve Jobs Theater on the company's new campus. Incidentally, that's the tech giant first announcement.
As for product announcements, the event followed the traditional outline and went pretty much as expected, a new Apple Watch Series 3 - with cellular built in -, a new iOS (11), two new iPhone models (iPhone 8 and iPhone X) and an updated Apple TV which is finally coming into the market complete with HDR and 4K technology.
The aptly named Apple TV 4K is finally offering 4K - Amazon's competing hardware has supported this feature for years now -, which will allow owners to view content in the best picture quality possible.
Now, with both 4k and HDR, the images on screen will not only be just more detailed, they will be more lifelike.
But what's more, the company has secured 4K content for iTunes without raising the prices in the move from HD; while top streaming services Netflix and Amazon Prime Video will also support the platform.
In addition, the Apple TV app is also coming to other countries outside the US and is adding a new feature that's taking the company one step ahead on its television efforts: it’s getting support for live sporting fixtures and live news.
Apparently, Apple is heading the sports route and will have a tab dedicated to it that will show what live sports are happening. The same is expected of news.
The new Apple TV starts at $179, and will ship on 22 September.
New iPhones and a Push for AR
The first of the iPhones to be unveiled is the iPhone 8 which as expected looks a lot like the 7 but has some brand new features: the True Tone tech from iPad for light temperature adjustment, louder stereo speakers, better cameras, lighting and a new A11 bionic chip. Plus, the phone will be now all-glass to support the biggest game changer: wireless charging.
During the keynote Philip Schiller, Apple's Senior Vice President of Worldwide Marketing, announced that both iPhone 8 and iPhone 8 Plus will now support the Qi wireless charging standard. In light of this, the company also presented the AirPower, its own wireless charging mat.
And now is time for AR, as Apple delivers on the promise with new cameras calibrated for AR and new gyroscopes and sensors. According to the tech giant, augmented reality is the next big thing and it intends to use it beyond gaming.
The final and big announcement came in the shape of the iPhone X… and it looks like what the rumors expected it to look like: a front that's pretty much all incredibly HD screen, a glass back to support wireless charging, dual camera, and no home button. This last feature means that Touch ID has now been replaced by Face ID, "the future" as Apple puts it, and comes equipped with a very high tech frontal camera with sensors and infrared included.
This new phone will start shipping 3 November for $999 for the 64GB, and it can be pre-ordered on 27 October.
Passionate about TV shows since my father sat me in front of a screen to watch Star Trek: Enterprise, I write news and reviews. Communications graduate, english lover. Sometimes my imagination runs away with me.
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