iPhone 7 launch: Why Apple's phone and watch still on top
IT took 400 monkeys in an action game, a new dual camera, water resistant iPhone 7 Plus, wireless earphones and a new Apple Watch you can swim in to show Apple is still the leader when it comes to cool stuff.
Apple CEO Tim Cook kicked off the launch of the iPhone 7 with Pharrell and James Corden for Carpool Karaoke while a Sia performance provided the finale.
Music lovers, gamers and photographers will be the biggest fans of Apple's new phone which comes with a faster processor, better graphics, dual speakers and a taptic engine to provide real-time feedback when you are racing a car or slaying dragons.
Cook revealed gaming was the most popular category on the App store, with over half a million games to choose from.
He announced that Super Mario is coming to the App store while Pokemon Go is coming to Apple Watch.
John Hanke, Founder and CEO of Niantic, told the Apple event in California that the smartphone app has been downloaded more than 500 million times. Players have walked more than 4.6 billion kilometres.
The Pokeon Go app shows how far you need to walk to the next Pokemon stop, track how far you walk and calorie burn and identify nearby pocket monsters. It will be available by the end of the year.
APPLE WATCH SERIES 2
Apple's new generation watch will delight those of us who like to swim or surf with it being water resistant to 50 metres.
It uses clever technology which sees the speaker ejects water from the watch.
Apple showed vision of a swim simulator that put Apple Watches in water for 24 hours a day for weeks at a time.
It has also carried out extensive fitness lab research to use to calculate calorie burns in water, based on users weight and metabolism.
The measurement will become more accurate over time as the device measures the stroke style of the swimmer wearing the Apple Watch.
The workout app now also includes pool swim and open water swim workouts.
The second generation watch also has its own GPS built in, something that will appeal to runners, swimmers, cyclists, triathletes and hikers.
The Apple Watch Series 2 also comes in ceramic that is four times harder than stainless steel.
As well as a faster processor, it features a 1000 nit display similar to that used in super high definition televisions.
Apple Watch is available in two different case sizes, 38 mm and 42 mm.
Apple Watch Series 1 will be available in gold, rose gold, silver or space grey aluminium cases paired with a Sport Band and starts at RRP $399 inc. GST
Apple Watch Series 2 will be available in gold, rose gold, silver or space grey aluminium, or silver or space black stainless steel cases paired with a wide variety of bands starting at RRP $529 inc. GST; and the new ceramic Apple Watch Edition starts at RRP $1799 inc.
Apple Watch Nike+ starts at RRP $529 inc. GST and Apple Watch Hermès starts at RRP $1779 inc. GST.
Customers will be able to order Apple Watch Series 1, Apple Watch Series 2 and Apple Watch Edition beginning Friday, 9 September, with availability beginning Friday, 16 September.
Apple Watch Nike+ will be available to order on Apple.com beginning Friday, 9 September, with availability in late October.
APPLE iPHONE 7
Apple unveiled 10 reasons why people should upgrade to its new iPhone 7 - the most compelling of which is the dual 12 MP cameras in the iPhone 7 Plus which will allow optical zoom and depth of field photography.
The new iPhone 7 comes in two new types of black (jet black and black), along with gold, silver and rose gold.
The home button now has the Taptic Engine, similar to technology on the Apple Watch, which provides the feel of movement will being a solid piece of glass.
For the first time, the iPhone is water and dust resistant with an IP67 protection standard, while it has the longest battery life of any iPhone.
The iPhone 7 offers 14 hours of wifi browsing on a battery charge and the 7 Plus has 15 hours.
Apple has dropped the 16GB phone size and the iPhone 7 now comes in 32GB, 128GB and 256GB, with Jet Black only available in the two bigger sizes.
For the first time, there is an optical image stabiliser in both the iPhone 7 and 7 Plus.
It boasts a wider 1.8 aperture, a six-element lens and a faster 12 megapixel sensor and an improved four tone flash.
Incredibly, the image sensor processor takes 100 billion operations with every shot.
The iPhone 7 has also upgraded the front facing camera to 7 megapixels but kept the main camera at 12 megapixels, well below some of its competitors.
The iPhone 7 Plus includes both a wide angle lens and a telephoto lens.
It provides optical zoom of 2X and a digital zoom of up to 10 times.
The camera app in the new iPhone 7 Plus will feature portrait mode, which adds depth of field to a scene, keeping a person in sharp focus with the background blurred through shallow depth of field.
The feature will be issued as a free update to iPhone 7 plus users later this year.
The new iPhone has stereo speakers and, the rumours were right, the headphone jack has been dropped.
Instead, each phone will come with new EarPods that connect via a Lightning port. Old earphones can still be able to connected with an adaptor, which will be provided.
Apple compared the old analogue technology to that used in a telephone exchange, describing its decision to move on as one of 'courage'.
Apple will also release wireless AirPods, offering up to five hours of listening on a single charge.
The AirPods feature a small 'stick' extending from the ears which have microphones.
They reduce background noise when you talk.
The AirPods come in a case that holds up to 24 hours of battery life. To connect them to a device you simply open the case.
Everyone: Hey Apple, we want wireless charging!— Brad Sams (@bdsams) September 7, 2016
Apple: Did you say headphones?
Everyone: No, charging!
Apple: Ok, headphones it is.
The new iPhone has a the new chip, the A10 Fusion. It is 120 times faster than the original iPhone and 40% faster than the A9 chip in the iPhone 6S.
"iPhone 7 and iPhone 7 Plus dramatically improve every aspect of the iPhone experience, reaching a new level of innovation and precision to make this the best iPhone we have ever made," said Philip Schiller, Apple's senior vice president of Worldwide Marketing, said in a statement.
"The completely redesigned cameras shoot incredible photos and videos day or night, the A10 Fusion chip is the most powerful chip on any smartphone while delivering the best battery life ever in an iPhone, and an entirely new stereo speaker system provides twice the sound, all within the first water and dust resistant iPhone."
AND THE PRICES?
• iPhone 7 and iPhone 7 Plus will be available in silver, gold, rose gold and the new black finish in 32GB, 128GB and 256GB models starting at RRP A$1079 inc.GST for iPhone 7 and RRP A$1269 inc.GST for iPhone 7 Plus.
• Customers will be able to order iPhone 7 and iPhone 7 Plus beginning Friday, 9 September, with availability beginning Friday, 16 September, in Australia, Austria, Belgium, Canada, China, Denmark, Finland, France, Germany, Hong Kong, Ireland, Italy, Japan, Luxembourg, Mexico, Netherlands, New Zealand, Norway, Portugal, Puerto Rico, Singapore, Spain, Sweden, Switzerland, Taiwan, UAE, the UK, US Virgin Islands and the US.
• The new Apple-designed wireless AirPods including charging case will be available for RRP A$229 inc.GST from Apple.com and Apple Stores beginning in late October. All iPhone 7 and iPhone 7 Plus models will include EarPods with Lightning Connector and a Lightning to 3.5 mm Headphone Jack.