Living up to the expectations of tech lovers, Apple on Tuesday finally unveiled its new flagship smartphone – the ‘Anniversary edition’ iPhone ‘X’ – on its 10th anniversary, priced at $999. Along with it, the company also launched the much-awaited iPhone 8, iPhone 8 Plus, Apple Watch Series 3 and Apple TV 4K.
Here is what all Apple unveiled in its launch event at the opulent Steve Jobs Theatre:
Apple iPhone X – the ‘Anniversary edition’ iPhone
Hosting the event for the first time at the Steve Jobs Theatre in Apple Park, Cupertino, Apple CEO Tim Cook introduced the ultra-premium model – iPhone X – which can be pre-ordered from October 27 and shipping starts November 3.
In India, the Apple iPhone X will be available at a starting price of Rs 89,000. Going on sale on November 3 means the phone will miss the festive launch that sees more buyers. However, this is for the first time that India is among the countries where a new iPhone will go on sale in the first wave.
Talking about the design, the bezel-less redesign gives the traditional Home button a miss. All you need to do is swipe up from the bottom to go to the home screen.
iPhone X boasts another unique feature – ‘FaceID’ facial recognition – to unlock the device. Just look at your phone to unlock it. The feature is enabled by a 'True Depth' camera system in the A11 neural engine.
Wearing a hat, glasses or new hairstyle will not fool the FaceID system that also works with Apple Pay.
As expected, the smartphone does wireless charging with Qi technology. Also, the smartphone is water resistant and dust resistant at a microscopic level.
Another fun use for third party apps is customisable animated emojis. Apple calles these Animojis. These can be controlled with your face - they trap more than 50 facial movements. There are a dozen Animojis on offer with the iPhone X at the moment.
The iPhone X boasts two rear cameras – 12 MP each. Just like Samsung's Galaxy Note 8, both sensors are optically stabilised. They come with a feature called Potrait Lighting which changes the lighting effect on photos. The smartphone also allows you to select the lighting effect by swiping through different options.
Apple iPhone 8 and iPhone 8 Plus
The tech giant also introduced iPhone 8 and 8 Plus (in Silver, Space Grey and Rose Gold colours) that house wireless charging technology with an improved retina displays.
iPhone 8 64GB will cost $699 while iPhone 8 Plus starts at $799 for 64GB. People can pre-order the devices from September 15 and the phones will be available from September 22.
The iPhone 8 features a new 6-core A11 Bionic processor which is 70 per cent faster than the previous A10.
iPhone 8 and 8 Plus - both still have home button intact -- feature new sensors. The lenses feature f1.8 and f2.8 apertures (which is brighter than the 7 Plus telephoto) in the iPhone 8 Plus.
According to Philip W. Schiller, Apple's Senior Vice President of Worldwide Marketing, the iPhone 8 cameras and the A11 Bionic chip have been calibrated for Augmented Reality (AR).
Apple Watch Series 3
Jeff Williams, Apple's Chief Operating Officer, unveiled Apple Watch Series 3 with cellular connectivity built in.
Apple Watch Series 3 will cost $399 with cellular connectivity and $329 without cellular. Series 1 is now priced at $249.
"You can keep the same number as your iPhone to make and receive calls. Maps will work on Series 3. Location will switch over to your watch automatically," Williams told the gathering.
Apple Music will come to Apple Watch, allowing you to stream directly 40 million songs. Ask Siri to find your favourite track.
"With 50 per cent year-on-year growth, Apple Watch is the number one watch brand in the world, eclipsing Rolex, with 97 per cent customer satisfaction," CEO Tim Cook announced.
Apple TV 4K
Cook also introduced the new Apple TV 4K, designed to deliver a stunning cinematic experience at home.
With support for both 4K and High Dynamic Range (HDR), Apple TV 4K features unbelievably sharp, crisp images.
With Apple TV 4K, viewers can enjoy a growing selection of 4K HDR movies on iTunes.
"Bring the magic of the cinema straight to your living room with the new Apple TV 4K," said Eddy Cue, Apple's Senior Vice President of Internet Software and Services. Netflix and Amazon Prime 4K videos are coming to Apple TV as well.
Apple TV 4K starts Rs 15,900 for 32GB or Rs 17,900 for 64GB, joining Apple TV (4th generation) 32GB at Rs 12,900, available through select Apple Authorised Resellers.
Customers will be able to order both Apple TV 4K models beginning September 15, with availability beginning September 22 in the US and 21 additional countries and regions, and worldwide soon after.
Earlier, dedicating the theatre to Jobs "because we loved him and because he loved days like this," Cook said: "Jobs' vision and passion lives here on Apple Park and everywhere around us".