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Apple September Event 2017 Recap: Product Line Up

SAN FRANCISCO, CA - JUNE 08: Apple CEO Tim Cook delivers the keynote address during Apple WWDC on June 8, 2015 in San Francisco, California. Apple annouced a new OS X, El Capitan, and a new iOS during the keynote at the annual developers conference that runs through June 12. (Photo by Justin Sullivan/Getty Images)

A new season always welcomes new beginnings and the September 12th event marked a new season for Apple!

This fall tech event was the first to take place in the newly opened Steve Jobs Theater on the Apple campus. A beautiful video tour opened up the keynote for those of use watching around the world, allowing us all to be part of the experience of this new theater. As customary, Tim kicked off the keynote with an update on the company as a whole, announcing that Apple Park, Steve’s vision will be opening later this year on a grand 170+ acre estate, with over 9000 trees and running 100% on renewable energy. The visitors center will be equipped with an Augmented Reality experience to learn all about the campus. There will also be a brand new retail space on campus. In addition, Tim brought Angela on stage to take about the company’s retail environment. Many changes have come to the stores over the last year in concepts, learning and aesthetics, the biggest being ‘Today at Apple’ which is a program for anyone to come and learn. Taught by Creative Pros (formally known as Creatives), these workshops are offered in a variety of topics that focus on how to use your devices to best suit your needs. Angela also announced that the 5th Ave Town Square in NYC will be getting a face lift to add more light and opening to the space. And there will be a completely new store opening next year in Paris!

… Now for the product line-up…

Apple Watch Series 3

Look out Dick Tracy – your invention is here!!! Apple Watch Series 3 now has CELLULAR!!! Yes that’s right, you’ll be able to leave your phone safe at home while running errands, or working out.

Using the your existing phone number, you’ll be able to stay connected without having to physically have your phone with you. Using maps, sending and receiving texts, phone calls and even some third party apps, like weChat will keep you accessible while you’re on the go. With watchOS 4, you’ll also have access to the 40+ million songs on iTunes straight from your wrist. Series 3 uses an all new dual-core processor making the watch 70% faster than it’s predecessors and giving Siri the ability to speak straight from the watch now! A new W2 wireless chip outfitted for faster Bluetooth connections and a built-in screen antenna for the cellular models, with an electronic sim car integrated into the mechanics. Most importantly, with all of this new technology packed into the watch, the size of the watch remains the same as Series 2.

A variety of new bands from Nike+ and Hermes will be released alongside the watch! Tons of beautiful new options to sport.

Pricing: w/ Cellular $399; w/o Cellular $329

Available on: ATT, Sprint, Mobile, & Verizon

Pre-Orders: September 15

Available: September 22

Apple TV

Having been recently awarded it’s 2nd Emmy for the integration of Siri for ease of use and interaction, Apple TV is about to get better! It’s coming to you in 4K HDR!!

Supporting Dolby version and HDR10, Apple TV was revamped to give you a truly dynamic television viewing experience with an overhauled UI to boot! Powered by the same chip in the iPad Pro (A10X Fusion) and 4x GPU performance, watching your favorite movies, shows or favorite team is going to be nothing short of monumental. Running the latest version of tvOS, all movies purchased in HD will be upgraded to HDR at no charge!

Some amazing things to expect in the coming months: Netflix, Hulu, ESPN, streaming of live sports and news!!

Pricing: $179

Pre-Orders: September 15

Available: September 22

iPhone 8/8Plus

 2017 marks 10 years of iPhone and as we all expected, Apple came to impress with two new phones to add to the line – iPhone 8/ 8+ and iPhone X!

iPhone 8 and 8 Plus, come to us a completely re-designed glass encased beauty in Silver, Space Gray, and Gold. Made with aerospace grade aluminum, the iPhone 8 is said to be the most durable smart phone on the market that’s microscopically sealed for water and dust. Two new stereo speakers give a 25% louder sound than the iPhone 7 with deeper base. A brand new A11 bionic chip powers the device making your pocket super computer even more powerful!

Camera and video quality are stunning as well! Both phones with a 12MP camera letting in 80% more light. The iPhone 8 Plus has dual sensors with f/1.8 and 2.8 aperture, making it perfect for low light photography and portrait mode. Portrait lighting will be a new beta feature that will allow you to select lighting filters to give your photos a true photographer feel without any of the extraneous equipment. Videos on the 8 and 8+ are the highest quality yet from Apple, using an in-house designed video encoder that performs real-time image and motion analysis to give your videos the most depth and clarity. Slow-mo videos will now be 1080p at 24fps. With AR starting to really break through in the market, the 8 and 8+ are putting some skin in the game as well.

Something extremely unique about these devices is that the cameras on every model is individually calibrated for Augmented Reality. During the keynote, the creators of The Machines (an exclusive iOS game to be released later month), visited the theater stage and demoed this game, demonstrating the responsiveness and ease of use of the AR feature of the device using special audio to make it feel as if you’re in the game. Although battery life wasn’t explicitly detailed, this model brings wireless charging to the mix! Wired charging hasn’t completely left the building but the option to wirelessly charge is there! Apple has partnered with Qi’s open wireless standard. All Qi certified wireless charging solutions should work with this phone. The likes of Mophie and Belkin will be sold in stores as well.


iPhone8 —64GB and 256GB:  Starting at $699

iPhone8 Plus — 64GB and 256GB: Starting at $799

Pre-Orders: September 15

Available: September 22

***iOS 9 will be available for download starting September 19

iPhone X

iPhone X is serving an edgy new look!! Front to back glass 5.8 inch diagonal Super Retina display with surgical grade stainless steel, water and dust resistant casing, iPhone X is a force to be reckoned with. Introducing the a huge advance in cellular tech, facial recognition for unlocking. To pull this off, Apple created what they call a Neural network running off the new A11 bionic neural engine to process the recognition. Protected y secure enclave, for facial recognition to active, the device requires user attention to process the data, which lives solely on the iPhone and not a server somewhere.

Once you’ve finished the initial setup, face-id learns you and adapts to your changes overtime, allowing for more protection of foul play. With the data collected, it’s about a 1 to 1 million chance that a random person can pick up your phone and unlock it with their face; family whom you may favor? Slightly less odds. Facial recognition also brings about a new animated feature called the Animoji, using the same technology to pick up facial features and incorporate them to the animated emoji character of your choosing. These animoji can be used as stickers in message or recorded message. iPhone X also will be Qui wireless charging capable and have 2 more hours of battery life than the iPhone 7.

iPhone X Features:

  • OLED Technology
  • HDR display w/ color accuracy, 3D Touch and True Tone built into the display
  • Screen tap to wake
  • Facial recognition to unlock
  • True depth Camera system
  • Works with Apple Pay
  • Animoji

Camera Features:

  • 12 MP Dual Camera
  • Dual optical image stabilization
  • Quad-LED True Tone Flash
  • 0 shutter lag to help capture sharper images
  • portrait mode – fantastic and supports portraits lighting feature as well!
  • Front-Side camera – True depth supports portrait photos and portrait lighting now
  • Powered by A11 bionic chip
  • Battery life – lasts 2 hours more than iPhone 7


Pricing: 64GB and 256GB:  Starting at $999

Pre-Orders: October 27

Available: November 3

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