Apple held their first iPhone event at their new Steve Jobs Theater on their UFO campus in California today. The event opened with Tim Cook memorializing Jobs. Then he discussed disaster relief projects and encouraged donations. Finally Cook talked about Apple’s new campus. No mentions of offices for the engineers, who have complained that the new campus is almost entirely an open space.
Angela Ahrendts talked about their stores before Cook came back out to start announcing devices and software.
Here’s what they announced.
Tim Cook talked about their success then played a video featuring letters from users about how the watch has helped them. Here’s that video:
Jeff Williams reiterated WatchOS 4 updates with better coaching, a redesigned workout app, features for swimmers, and integration with gym equipment. The new OS also gets a new heart rate app and a heart rate complication for the watch faces. The watch will now alert you to an unusually high heart rate when it thinks you’re not active. It’ll also monitor for arrhythmias in a study with Stanford Medicine and the FDA later this year.
WatchOS 4 will be out on September 19th.
Apple Watch Series 3
Here’s their ad for the new Series 3 watch:
It’s a cellular device that takes calls with your regular iPhone’s phone number. Of course it’ll also have data capabilities and will stream music from Apple Music.
There’s a new faster processor and Siri finally speaks on the watch if you want to hear them instead of reading a response. The device also has a barometric altimeter built-in.
The Series 3 Apple Watch retains the form factor of the previous watches. Cellular models of the Series 3 have a red dot on the crown so that you can feel special.
Williams made a very awful joke during this presentation about a potential device with all of this functionality looking like a house arrest bracelet. Not funny.
Obviously Apple is very focused on this being an activity monitoring device. I’m not very active but I still appreciate mine as a device for triaging notifications.
Series 2 watches are getting dropped. The Series 1 will remain in the lineup at $250. The base series 3 watch will be $330 and the Series 3 with cellular capabilities will be $400.
No word on the cost for the cellular plan to go with it, but Williams said they have a special deal worked out with some carriers.
The new Series 3 watches will be available to pre-order on September 15th, they’ll be generally available on September 22nd.
I don’t see much reason to upgrade from my Series 0, but I’m glad they’re continuing to work on improvements.
Apple TV 4K
The Apple TV is one of the most expensive devices you can buy to put under your TV, and it has been a long time since Apple made any changes to the hardware. Eddy Cue’s pitch for this upgrade talked about how the new device also includes support for HDR standards. It also has an A10X Fusion chip, Eddy reminds us that it’s same one as in the iPad Pro. He boasted that it’s twice as fast at general computing tasks — and four times as fast on the GPU side — as the current 1080p 4th generation Apple TV.
Apple’s Aerial screensaver that displays high-resolution footage of interesting places to look at is getting updated with 4K footage.
4K movies will cost the same from Apple’s iTunes store as they currently charge for HD films. Any movies people currently own in HD that have 4K versions will be upgraded to 4K HDR for free.
Cue also said that Netflix and Amazon are on-board for the 4K update. Cue didn’t mention that the Amazon Prime Video app still isn’t available on the Apple TV even though Apple said they had a deal worked out with Amazon earlier this year.
Live news and sports are coming to the TV app on the Apple TV and iOS devices.
That Game Company’s Jenova Chen demoed a new game called Sky for the Apple TV. It’s a fun multiplayer game that has a similar style as their previous games like Journey. It’s temporarily exclusive to the Apple TV and iOS devices and will be out this winter. I didn’t hear anyone mention if the game runs in 4K.
Here’s a trailer for it:
The Apple TV lineup will now be:
- Old Apple TV 32GB at $150.
- Apple TV 4K 32GB $180
- Apple TV 4K 64GB $200
It’ll be up for pre-orders on the 15th and have general availability on the 22nd.
Unfortunately there were no updates to the Apple TV Siri Remote announced, which is a shame because it’s not great for gaming and has some other design issues. Especially regarding picking up the remote and accidentally pressing the wrong button because it’s not easy to tell which orientation you’re holding it in without looking at it.
iPhone 8, 8 Plus
The rumors and leaks were accurate , there were three new iPhones announced today instead of two. An iPhone X, iPhone 8, and iPhone 8 Plus.
Here’s the iPhone 8 ad:
Phil Schiller did his bit to sell the iPhone 8 and 8 Plus. As rumored it has a glass back as well the front. It’ll be in Silver, Space Gray, and Gold. They assure that the glass is reinforced with steel and the “most durable ever” glass.
The display has been updated. It now has the True Tone technology from the iPad Pro that adjusts the display’s color temperature to look correct in different lighting conditions. The iPad Pro still doesn’t have the iPhone’s 3D Touch feature and that makes writing on it a little bit more frustrating when I switch back and forth between my iPhone and iPad.
The iPhone 8 and 8 Plus speakers are louder and more accurate.
There’s a new A11 Bionic chip with six cores inside the iPhone 8. It’s supposedly 25% faster than the A10. Two of the six A11 cores are tuned for performance, and four of the cores are set up for tasks that can run efficiently and don’t require as much performance so that the device can save you some battery life. Those four low-power cores are supposedly 70% faster than the ones in the A10 chip.
The GPU on the 8 is the first one Apple has developed, it’s supposed to be 30% faster than last year’s A10 while taking half the power.
There’s a new image processing engine in the A11 that Schiller says will deliver faster autofocus in low-light conditions among other improvements that should make photos taken with the 8 look sharper and have less noise.
The cameras still shoot 12 megapixels, but Apple says that the sensor is larger and lets in more light. The Plus still has the exclusive on the dual camera setup versus the regular iPhone 8.
Apple’s photos captured with the 8 and 8 Plus’ cameras look fantastic, but they are just demonstrating the difference between an experienced photographer shooting for demonstration purposes and someone taking snapshots. Of course these camera improvements will help with either type of scenario, but they’re not going to turn Frank G. iPhoneOwner into a pro photographer unless they’re interested enough to edit their photos and think about what they’re doing before taking the photo.
Schiller says that there will be a new feature called Portrait Lighting in beta for the iPhone 8 Plus. He promises that this feature will be more than a filter, it’ll present you with different lighting choices for your subject in Portrait Mode within Apple’s Camera app. You’ll be able to edit those photos and choose different lighting scenarios after the fact.
Phil Schiller also promised that these phones have better video quality. You’ll be able to record 4K videos at 60 frames-per-second and if you like slo-mo you’ll be able to record 1080p video at 240 FPS.
Schiller says that the cameras and the A11 are also configured for augmented reality. The demos I have seen for AR on the iPhone 7 and 7 Plus are impressive, it could be useful to have a focus on AR in the hardware as well. Schiller played pre-recorded AR demos of a Warhammer game, an MLB overlay on a live game at a stadium, and an astronomy app called Sky Guide overlaying star charts directly on the sky as viewed through an iPhone.
Directive Games’ Atli Mar demoed their AR game, The Machines. It looked a little bit like an RTS but overlaid on a table. Mar said that there was a strategic advantage to being able to move the game’s camera around by moving the physical phone, but I’m not sure if that lines up with reality. It looked almost as awkward as the AR demo from WWDC but it is very difficult to play a game for an audience and line up your view to present something cinematic, especially in front of a live audience.
The iPhone 8 also has “wireless charging” which is just contact charging, it isn’t truly wireless. It’ll use the Qi charging standard that is already widely supported. It’s good that Apple didn’t make another standard, but they aren’t including a contact charging device in the box.
The iPhone 8 and 8 Plus will be up for pre-order on September 15th and available in-stores on September 22nd. Here are the prices for different configurations:
- 64 GB for $700
- 256 GB for $850
iPhone 8 Plus
- 64GB for $800
- 256GB for $950
iOS 11 will be out on September 19th.
Apple’s surprise of the iPhone X was spoiled by leaks and rumors, I was pretty disgusted with some journalists who took umbrage with the person who leaked the information. It’s only in Apple’s promotional interests to keep these things a secret and they aren’t going to affect our national security.
Here’s the iPhone X ad:
Phil Schiller called it “the iPhone 10,” skipping 9, I wasn’t sure if that was intentional or not at first, but then they continued it and I guess this is just what it is now.
The X’s OLED display is 5.8 inches diagonally and continues the journey to a rounded rectangular slab that is all display without any border. It’s almost there, there’s just a notch at the top of the phone for the front-facing camera, earpiece, and other sensors. Apple calls this new display a “Super Retina Display” at 2436×1125 pixels and It’s 458 pixels-per-inch. So you’re getting a display that’s larger than the Plus and has more resolution in a smaller package. It’s also got an HDR standard for films and Apple’s True Tone tech.
Last year we lost the headphone TRSS jack and the home button was replaced with a simulation that I’ve grown accustomed to. This year the home button is just gone. You can wake the phone up by tapping on the display when it is in sleep mode.
iOS has other changes to accommodate the lack of a home button, of course. To get to the home screen from a “locked” iPhone X you now just swipe up from the bottom of the screen. It’s the same gesture when you’re in an app. Pausing mid-swipe, instead of raising your hand off the screen to complete the gesture, will bring up the multitasking switcher to choose from your recent apps.
I’m curious how that will work out with games. This overloading of gestures is a lot for users to take in.
The iPhone X’s sleep/wake switch is larger and can also be used to activate Siri.
Without a home button there isn’t room for a sensor to read your fingerprint for TouchID, so the iPhone X will have a face recognition system that Apple calls FaceID. Phil Schiller assures us that new sensors at the top of the phone in the notch will securely detect your face, even in the dark, to authorize your iPhone to be unlocked or in other places where you use TouchID. Including with Apple Pay.
Phil Schiller’s pitch for FaceID included a terrifying image of a wall of fake faces that Apple’s engineers used to test the face unlocking feature.
Apple are making an API available to developers for accessing the kinect-style data from the sensors on the front of the iPhone. They’re using the sensors internally to make 12 animated emojis that respond to your face and can be recorded along with audio messages to send over iMessage. Snapchat was demonstrated with it for face masking as well. They had a pretty impressive Ultimate Warrior style mask.
Craig Federighi demonstrated the iPhone X and showed that you can access the new iOS 11 Control Center by swiping down from the upper right corner where the connection status indicators are.
Phil Schiller boasted about the iPhone X cameras, they’re even better than the ones in the iPhone 8 Plus with optical image stabilization on both cameras. The front-facing camera is supposed to be better for selfies as well.
The iPhone X is supposed to get 2 more hours of battery life over the base iPhone 7, and have the same Qi charging as the 8.
The iPhone X will be up for pre-order on October 27th and shipping on November 3rd. Here are the prices for different configurations:
- 64GB for $1000
- 256GB for $1150
AirPower & Updated AirPods
Apple also has a new oval Qi charging mat coming out next year that will charge the iPhone 8 and X, as well as their Apple Watch and a new case for the AirPods that Phil Schiller said was “optional.” I’m not sure yet if “optional” means a more expensive set of AirPods or a separate purchase after the fact or both. I’d hope I could upgrade my current AirPods with a one-time purchase.
I’m kind of disappointed with the pitch for the iPhone 8 versus the iPhone X. I don’t think I would personally want the iPhone 8 or 8 Plus when there’s an iPhone X available. Although I’m sure the iPhone X will not be available in as large a quantity as the 8. I also am not looking forward to an upgrade to the AirPods already. They don’t seem like something that should change as often, but I guess it might end up being similar to the Watch where there are updates but they seem less necessary than the phone.
I’m very disappointed that Apple is calling contact charging “wireless” when there are wires involved and you can’t just hold your iPhone five feet from the AirPower dingus to charge it.