Meet Us at Our Place Event

Apple Park and the Steve Jobs Theater

Opening tribute and Tim's comments were perfect

The space is amazing

Great to see pictures and reactions form the media

Press got early access to the Visitor Center and Store. Special Apple Park T-Shirts and swag was for sale.

Small cafe complete with coffee bar

Theater has leather seats (reportedly costing $14K each?)

Power outlets at the base of each seat.

Stair railings carved into the walls as you descend down to the theater entrance level

Level at the top of the theater, where you enter, has a turning circular divider that opens to become the open demo area

Gruber mentions it's amazing beautiful, but maybe not practical

Crowd too big and not enough iPhone X demo units

Apple Watch Series 3

Cellular built-in, same number as iPhone.

Stream Apple Music

Tech

New W2 Chip. Dual core

80% faster WiFi 50% better battery efficiency

Siri voice on Apple Watch

Same battery life, up to 18 hours

90 time checks, 90 notifications, 45 minutes of app use, and a 30-minute workout with music playback from Apple Watch via Bluetooth.

1 hour cellular talk, 3 when paired to phone

10 hours of music playback when paired to iPhone

Workouts: Up to 10 hours indoor workout, Up to 5 hours outdoor workout with GPS, Up to 4 hours outdoor workout with GPS and LTE

Barometric altimeter

Antenna in display

Integrated electronic SIM

Same size as Series 2 case, display .25mm thicker.

Grey Ceramic, new sport loop bands

Order September 15th ship September 22

From $329 and $399 with cellular.

Steel and Ceramic models appear to be limited to the GPS+Cellular versions (can be used without a cell contract)

Just like with iPhone you can turn off the cellular (save battery)

Series 1 at lower price of $249.00

The only difference between the Series 1 and Series 2 is the GPS and swim proofing.

9 countries, 14 carriers

Looks like most carriers in the US will charge about $10/mo. to add an Apple Watch to your existing iPhone cellular data plan

Looks like roaming is NOT supported and the versions are country specific (can't use a US one in the UK even if your carrier plan has coverage in that country). Cellular frequencies are country specific for the various models.

Play comment from Tim

Might be possible that some of the MVNO carriers, like Cricket, add that support in the future

I also think competition will quickly drive offers, pricing, and services around this. I think it's months before we see a carrier start to bundle it into a plan for free.

Apple TV 4K

4K and HDR

HDR 10 and Dolby Vision

A10X processor

Same price as HD

Most studios on board, but Disney seems to be a hold out.

Automatic upgrade to 4K/HDR

Netflix and Amazon Prime Video

No USB-C port anymore

Xcode 9 now lets you wirelessly connect your Apple TV, so no need to connect to iTunes

Can even grab screen recordings through Quicktime wirelessly now, W00t.

Pricing has gone up $30 bucks, $179.00 for 32GB version and is the same $199.00 for the 64GB

Available for pre-order this past Friday and shipping September 22nd.

TV App in seven additional countries.

Canada and Australia later this month

UK, France, Germany, Sweden, Norway, Later this year

iPhone 8

TrueTone display

Front and glass black design. Silver, Space Gray, Gold

Glass reinforced by laser welded steel & copper structure

Claims most durable glass ever in a smartphone.

New Retina HD display

4.7” and 5.5” display

New stereo speakers

25% louder

deeper bass

A11 Bionic

6-core cpu

4.3 billion transistors

2-high Performance cores

4 high efficiency cores

Neural Engine. Used for machine learning algorithms working inside iOS.

First Apple designed GPU

3-core design

30% faster than A10 Fusion, but uses half the power

Designed for apps and games and Metal 2

Apple designed ISP

Delivers faster low-light autofocus, an improved pixel processor, and hardware multi-band noise reduction.

Camera

New larger 12 MP sensor

Front facing TrueDepth camera is 7MP

New Slow Sync Flash, a digital slow-shutter speed achieved by using short bursts of light to even out the background. Subject in focus and movement is blurred (cool processional effect). We'll see if Apple's digital approximation pulls it off.

Portrait Lighting (beta)

Uses depth map to separate subjects from background

Applies machine learning to crest facial landmarks to adjust lighting over facial contours

All in real time

Swipe to pick effect. Can be changed later. Will ship with iPhone 8 Plus

Video

Apple designed video encoder

Analyzes 2 million tiles per second

Uses AI to look for grass, sky, and motion, and then optimize compression

1080p HD 240fps slow motion

Augmented reality

Cameras calibrated for AR

New gyroscope and accelerometers

Software tuned for advanced motion tracking

MLB at app stats over live game.

Wireless

Bluetooth 5

Wireless charging, full support for the Qi standard.

This is going to be huge for adoption in public spaces.

New AirPods case with Wireless charging.

Reportedly will cost $69 and come out in December, though iPhone X product page says "AirPods with wireless charging capabilities coming in 2018."

Should work through most cases. The standard says charging should work up to 45mm in depth. The iPhone and charging pad account for about 7mm of that in total. Leaves you with 35mm (1.37 inches). Metal cases will block the signal.

64GB and 256GB

From $699.00 iPhone 8, $799 iPhone 8 Plus

Pre-order 15th, ship 22nd. iOS 11 - Ships September 19th.

iPhone X

Two color space gray and silver

Super Retina Display

5.8-inches

2436 x 1125

458 ppi

HDR Dolby Vision and HDR10

TrueTone

Swipe up from bottom to go to home screen.

Tap to wake

Swipe and pause to activate the App Switcher

Side button press and hold to activate Siri (going off in you pocket)

Double-tap side button to activate Apple Pay

Face ID

TrueDepth Camera system

Infrared camera

Flood illuminator

Front camera

Dot projector

30,000 IR dots

Uses mathematical model built with neural network to see if scans match

Used over a billion facial images to train the system with AI and machine learning

Uses the neural engine in A11 Bionic chip fro this

All data and processing is local to the phone

Will work in the dark, it uses IR (same tech in night vision)

Look at it to unlock

Requires users attention for unlock. Need to have your eyes open.

Apple calls it "Attention Awareness" and it also will keep the screen lit while you're looking at it.

Will even lower the volume of an alarm or ringer once it has your attention.

Can be disabled in accessibility. Good, but sucks that some user have reduced security.

"Squeeze" to disable, if you bring up the "power down screen". Works with any of the side buttons

Processed by the Neural engine in the A11 Bionic

Security

1 in 50,000 chance of accidental unlock with TouchID

1 in 1,000,000

Can't be fooled by photos or even high end Hollywood quality masks

Can handle changes over time and will learn as your look adapts.

Even if you have on, most, sunglasses (uses IR light)

Will need to retain if you have swelling or disfigurement due to an accident, or if the structure of your face changes due to facial reconstruction

Can be fooled by "evil" identical twins

Require passcode after 5 unsuccessful attempts

The data itself is not an image, but a complex mathematical model. that is encrypted and stores in the secure enclave on the device

Apple doesn't have the data

Even if an attacker hacked your phone and the secure enclave using the mathematical data to reconstruct your exact face would be nearly impossible.

Apple's app guidelines say FaceID is only for users 13 and over, I assume this is somehow COPPA related, but crazy in many levels.

Family plans in iCloud you do set the child's age, so maybe there are checks against that?

Works with 3rd party apps that support TouchID

All this is probably built into the APIs devs use for TouchID and now FaceID

I imagine the UIs, even in 3rd party apps will adapt even without the app needing to be updated.

Can currently only recognize one face.

Animoji

Switch apps by swiping along bottom of screen

Control Center swipe down from right ear

Notification Center swipe from left ear

Cameras

Dual optical image stabilization

Front side true depth camera

The front telephoto camera has a f/2.4 aperture vs. f/2.8 for the Plus model

Front camera can also, do "Portrait" effects (not available on 8 Plus).

Two hour longer battery life than iPhone 7

Sneak peek wireless charging mat

iPhone, Apple Watch Series 3, new AirPods Wireless charging case (optional)

AirPower, available next year.

Seems to be an Apple "extension" of the Qi standard. They may or may not share the tech back with the Wireless Power Consortium.

Pre-order October 27th, Ships November 3rd.

64GB and 256GB, starting at $999.00

Other models

iPhone SE $349.00 for 32GB and $449.00 for 128GB ($50 less)

iPhone 6S $449.00 for 32GB and $549.00 for 128GB

iPhone 7 32GB for $549.00 and $649.00 for 128GB

iPhone 7 Plus 32GB for $$669 and $769.00 for 128GB

Too many models?

Other Stuff

No more Product RED models, currently.

New "Button" stuff on iPhone 8

Screenshot using side button + volume up

Siri: Press and hold Side button.

Apple Pay: Double-click Side button.

Accessibility: Triple-click Side button (if enabled.)

New iPhones, 8 series and X support fast charging, 0 to 50% charge in 30 minutes.

Need to buy an extra Apple USB-C charger and USB-C to lightning cable.

Apple's 29W charger is $49.00

You might already have one if you have a USB-C MacBook or MacBook Pro.

Apple did pre-approvals of iPhone Upgrade program customers

Also offered a Trade-in Kit with a prepaid shipping label to return old iPhone to Apple, rather than being forced to visit an Apple Store to complete the upgrade process.

Did this in advance of the 8 pre-ordering and I assume they will do it next month before the iPhone X is released.

iPhone X Leather Folio case.

$99 in four different colors

Cosmos Blue, Taupe, Black, and Berry

Apple raised prices on the higher capacity 256GB and 512GB models of the 10.5-inch and 12.9-inch, by $50.00. Due to rising

New urBeats wired headphones in 3.5mm and Lightning versions. Shipping this fall for $99.95

New SiriRemote, white ring around the menu button, for $59 (used to be $79)

iTunes 12.7

Apple has "streamlined" it and removed the App Store and App management.

For iOS 11 and macOS Sierra brings "friends" support.

Internet Radio is now part of Music, and iTunes U content is under Podcasts

Ringtones also can now only be downloaded from the App Store to your device on iOS

Windows users will no longer see iBooks in iTunes, need to use the iOS app

Can connect your iOS device to iTunes and drag in IPA (iPhone App files) and ringtones.

~/Music/iTunes Library/Mobile Applications/

~/Music/iTunes Library/Tones/

Backup and delete these if you'd like. They are no longer needed locally.

Unfortunately means not every time you erase and restore ALL apps will need to be re-downloaded (lots of time and bandwidth)

File transfers to apps are still there

Select the iOS device in iTunes by clicking its icon in the area below the playback bar, then click File Sharing in the navigation list at left.

Means you can't browse apps from the Mac.

My Thoughts and reactions

The Face ID "fail"

When Craig Federighi first tried to demo the feature it failed.

I'll admit, I was shocked and disappointed. I saw it as vindication for my theory that FaceID is not a replacement for TouchID

I also figured, hey it's beta software and beta hardware, so things happen.

It worked flawlessly and quickly, several times, with the backup phone.

Apple said the issue was it locked out when the people attending to the demo devices were making sure they were cleaned and prepped for the demo.

Just like TouchID, 5 bad attempts will force you to use a passcode to unlock.

FaceID

Reportedly FaceID was "always" the planned replacement for TouchID (at least for the past year according to John Gruber).

I have concerns still, but I'm willing to try it before passing final judgement.

I LOVE TouchID, so it will be a hard sell for me.

Animoji will be cool for about 5 minutes

My kids and their friend will use the constantly

Will also "upsell" phones.

Notch-rage

Can we please get over this? Fine if you don't like it. The iPhone 8 and 8 Plus are awesome updates and have almost all the same features available as the iPhone X, plus they're a bit less expensive.

Key differences between the 8 Plus and the X

Size, big screen in smaller package.

Notch

Dual optical image stabilization on rear camera

Portrait effects on TrueDepth Camera

FaceID

Battery life is slightly less. one hour less of internet use, and one hour less of video playback,

No one is making you buy an iPhone X

Without the home button one can argue the "notch" is there for branding as much as it is for functionality (maybe more?).

Some feel that a full small "forehead" at the top would be better.

The notches, do fit dynamic information like time, status indicators, etc. and in those views it's a neat effect

The "ears" also give logical physical swipe start locations for Control Center and Notifications since the bottom swipe is now used for the home and app switching gesture.

In video, the default is to avoid the notch at full screen. Double-tap expands.

If apps use Apple's Auto-layout (which Apple has pushed for years) there won't be UI issues. Apps that have used custom UI's might need to be adapted to deal with the notch and the corners (now rounded).

Web developer guidelines for Safari, which will by default "whitebox" the sides. (can apply CSS to define background color or images, etc.)

Apple's Human Interface Guidelines ask developers not to try and hide the notch nor to do things that specifically call attention to it.

The HIG is not a set of rules. Devs can still do whatever they want.

Many will opt to "hide" the bar with black bars top and bottom.

Also seem to be matching the rounded corners.

So much custom silicon and it matters

Apple now designs the CPU, the GPU, the Image Signal Processor (ISP), neural engine, secure enclave, etc..

The integration of this with the software and the advantage it gives Apple cannot be overstated.

This more than anything is what put Apple far ahead of the competition.

The facial recognition will never be as good on a competing device (at least not soon) because of this kind of tech. Same thing for advances photo features

They just don't dump AI on a GPU, it has a system dedicated and optimized for just that task.

Yes they can match hardware specs point for point, but that alone doesn't get you to "it just works" levels.

Keeping AI and the supporting data secure on the device is only possible because of this. Competitors will have a hard time matching that.

Same goes for AR processing.

It's what enables energy efficiencies that let you get LTE in a smartwatch and not have it to be massive and suck.

What's the deal with wireless charging?

Play comment from Mike

Has the disadvantage of not being able to charge and use the device at the same time

Still it's a nice option especially for "top ups"

What am I getting and not getting

No Apple TV 4K

No Apple Watch Series 3

iPhone X for sure.

I want the dual cameras and all that come with them

Play comment from Marco

The thing is these technologies will make the guys like me, who don't know how to do lighting, get way better pictures.

The software will probably never match the real thing, but it is getting a lot better.

Not going to be significantly bigger than my iPhone 7, YES!

FaceID and no home button I think I'll adapt to quickly and if I hate it for Apple Pay I still have my Apple Watch.

No matter how you try to slice, dice, or justify it the price is outrageous. And yes, many international customers are paying the "Apple" tax, but what are you gonna do.

I would probably NOT be upgrading if I wasn't doing a popular Apple podcast.

AppleCare+

Debating if I should get it this year.

$199 on the iPhone X, we don't yet know screen replacement cost or out of warranty cost, but looking at the iPhone 8.

The price on AppleCare+ also went up $20, to $149.00 on the Plus models

$129.00 for Apple Care+ and $29.00 for a screen replacement (cost $169.00 without Apple Care)

Full replacement is $99.00 ($228.00 total) vs. $349.00 for full out-of-warranty replacement.

Seems like a good deal as if you have an accident your costs are lower. Plus, chances are the costs for the iPhone X replacements are going to be even higher.

Comes down to piece of mind.

Apple Watch and Apple TV are still great upgrades

Getting LTE into an Apple Watch that is the same size and has same battery life is an amazing feat.

LTE on Apple Watch is going to be a "must have" feature for many.

4K needed to happen and Apple didn't come in half baked.