Apple Holds September Keynote

Author: Siggy Kahama

Apple held its widely-anticipated annual event Sept. 10, announcing several new pieces of software, hardware and services scheduled to be released in the following weeks and months. The company's September events feature new products, specifically iPhones, and this year was no different: Apple unveiled three new iPhones, one iPad and a new Apple Watch, along with updates on previously announced services.

The keynote started off with Tim Cook welcoming all attendees in the Steve Jobs Theater followed by an update on Apple’s new app store service called Apple Arcade, which claims to be the “world’s first game subscription service for mobile, desktop and TV.” It will feature over 100 games made exclusively for Apple products, including collaborations with famous game companies and studios such as Konami, Capcom, Annapurna and Square Enix, among others. Apple Arcade will be available to the public starting Sept. 19 (the same day as the iOS 13 update) and will start at $4.99 per month for a family subscription.

Following the Apple Arcade announcement was the update on Apple TV Plus update, a media streaming subscription service announced earlier this year. It boasts several new TV shows starring award-winning performers, including “Dickinson,” about American poet Emily Dickinson (portrayed by Hailee Steinfield), “The Morning Show,” starring Reese Witherspoon, Steve Carrell and Jennifer Aniston, and “See” starring Jason Momoa. The service will officially launch Nov. 1 at a price of $4.99 per month for a family subscription. Apple also announced that all new products come with a free one-year subscription to the streaming service.

Cook then proceeded to announce the new hardware, starting with the new seventh Generation iPad. The tablet boasts a 10.2” retina display with 3.5 million pixels (in comparison, the sixth generation iPad has a 9.7” retina display and about 3.15 million pixels), and is twice as fast in performance and 2.5 times brighter than the United States’ most popular PC. It will also be compatible with Apple’s detachable smart keyboard and Apple Pencil. The new product is made of 100% recycled aluminum and has a price of $329. The iPad seventh generation is available for order on Sept. 10 and will ship at the end of the month.

The Keynote then progressed to the Apple Watch, opening with a heartfelt video about the benefits that the watch’s health features have had on real people. Apple announced the Apple Watch Series 5, featuring a new always-on retina display. Other features highlighted include emergency contact availability in over 100 countries and customizable wristbands with Apple Watch Studio. The Apple Watch Series 5 will be made available Sept. 20 and starts off at $399 for the GPS only version and $499 for the GPS + cellular version.

Finally came Apple’s most anticipated product, the iPhone, beginning with the first new phone of the day: the iPhone 11. This dual-back camera phone comes with new features such as the ultra-wide camera function, which allows the user to capture four times more of the scene in front of them, a night mode function, which makes low-light photos brighter and visible, and “slofies,” a slow-motion selfie camera.

The iPhone 11 also features a liquid retina LCD display, the new, faster and more efficient A13 Bionic chip, and all-day battery life. The new phone comes in six different colors: red, green, purple, yellow, white and grey and starts with a price of $699, relatively low compared to last year’s cheapest model, the $749 iPhone XR.

The keynote event closed with the announcement of two additional iPhones: the iPhone 11 Pro and iPhone 11 Pro Max. The new iPhones are the first “Pro” phones Apple has ever made and feature a new advancement from Apple, three camera lenses, reportedly improving the quality of photos and videos. The two iPhones also include all of the features of the iPhone 11 and come with even better battery life. Both phones are water and dust resistant and come in four textured matte finishes: space grey, gold, silver and new midnight green. The iPhone 11 Pro has a 5.8” display and the Max has a 6.2” display, with prices starting at $999 and $1099, respectively, the same prices as last year’s iPhone XS and XS Max.

Apple has also included plans that make buying the new iPhones cheaper by allowing trade-ins of previous iPhones. The iPhone 11 is available at $399 with an iPhone 8 trade-in, while the 11 Pro is available at $599 with an iPhone X trade-in. All the iPhones announced during the keynote were made available for pre-order on Sept. 13 at 5:01 am PDT and will be available in stores starting Sept. 20.

The keynote is available to watch on Apple’s website and Youtube Channel, along with a short summary of the two-hour event.


©2018 by Pressing The Future.


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