Tim Cook’s greatest accomplishment in his ten years as Apple CEO has been “vastly more of the same”, said Sean Hollister on The Verge. “More iPhones, more iPhone accessories, more apps, and so much more money.”
On Tuesday the Cupertino-based tech giant held this year’s September “event” and unveiled a host of products, including the new iPhone 13 smartphone range. The event was a “near-perfect case study in how far refinement can take you”.
Rather than an iPhone or iPad, the showcase kicked off with Tom Hanks and Ted Lasso as Cook showed off a “sizzle reel” of Apple TV+’s biggest hits, CNN reported. “If Apple’s past was Steve Jobs debuting devices, a big part of Apple’s future is Tim Cook telling you what you can watch on those devices.”
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As well as the iPhone 13, mini, Pro, and Pro Max, other launches at the “California Streaming” virtual event included the Watch Series 7, new iPad and iPad mini. Contrary to some predictions, the company did not release new AirPods, CNBC reported.
Here we look at Apple’s new product range and what the tech experts said...
iPhone 13, mini, Pro and Pro Max
The number 13 is regarded by some as “inauspicious”, but Apple “evinces no such superstition”, said Fortune magazine. “And why should it? The world’s most valuable company is poised to have its best year ever.”
As the flagship launch of the event, Apple had a lot of new features to announce with its iPhone 13 lineup, said Jon Porter on The Verge. The 13 is a “pitch-perfect iPhone 12S” and the range will have “better battery life, faster A15 Bionic processors, smaller display notches, upgraded cameras, and, when it comes to the Pro models, high refresh rate 120Hz ProMotion displays”.
Sold alongside the more affordable iPhone 13 and mini, the Pro and Pro Max are “ideal for those who want iPhones with the most features and the best cameras”, MacRumors said.
Pre-orders for the iPhone 13 range start from tomorrow and are on sale from 24 September. Prices: iPhone 13 from £679 and iPhone 13 Pro from £949.
iPad and iPad mini
A new iPad wasn’t necessarily expected at the California Streaming event, Wired reported. “Well, it arrived along with a massive refresh to the iPad mini too.”
The ninth generation iPad is a “safe (but unexciting) budget bet”, said Scott Stein of CNET. Equipped with the powerful A13 Bionic chip, which according to Apple “delivers a 20% performance boost over the previous generation”, the iPad also features a 10.2-inch Retina display, a 12MP Ultra Wide front camera, support for Apple Pencil (first generation) and Smart Keyboard, and twice the storage.
What’s new with the new mini? “Quite a lot actually,” said TechRadar. “Enough that it arguably stole the show.” The mini features a larger 8.3-inch Liquid Retina display, the new A15 Bionic chip and a USB-C port. There’s also 5G connectivity, “making the new iPad mini feel more like a tiny iPad Air”.
On sale from Friday 24 September, the iPad will cost from £319 and the iPad mini from £479.
Apple Watch Series 7
Apple’s next-generation smartwatch represents the “biggest shake-up” of the design since the Watch range launched in April 2015, said Aaron Brown in the Daily Express. Described by the company as the “most durable” Watch it has launched, the Series 7 will feature a larger, more advanced display and have thinner, softer and more rounded corners.
Health and wellness technology has been a major growth area for Apple’s business strategy - and the Watch Series 7 will feature tools such as an electrical heart sensor and ECG app and a Blood Oxygen sensor and app.
Available in the UK later this autumn, it will come in five new aluminium case finishes, along with a range of new band colours and styles.
Apple Fitness+
Built entirely around the Apple Watch, the subscription-based Fitness+ workout service will launch in 15 new countries later this year. Guided Meditation and Pilates will be introduced on 27 September and other new additions include a program inspired by winter sports, Workouts to Get Ready for Snow Season, and Group Workouts with SharePlay, where users can exercise with up to 32 people.
Fitness+ “just got a facelift”, said Christianna Silva on Mashable, and with its meditation offering Apple is “going up against Calm and Headspace”.
