What Apple will show in September. Preparations for September: what new products Apple will show users in the fall. What definitely won't happen
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A guarantee must be given for any repairs. Everything is described on the website and in the documents. The guarantee is self-confidence and respect for you. A 3-6 month warranty is good and sufficient. It is needed to check quality and hidden defects that cannot be detected immediately. You see honest and realistic terms (not 3 years), you can be sure that they will help you.
Half the success in Apple repair is the quality and reliability of spare parts, so a good service works with suppliers directly, there are always several reliable channels and your own warehouse with proven spare parts for current models, so you don’t have to waste extra time.
Free diagnostics
This is very important and has already become a rule of good manners for the service center. Diagnostics is the most difficult and important part of the repair, but you don't have to pay a penny for it, even if you don't repair the device based on its results.
Service repairs and delivery
A good service values your time, so it offers free delivery. And for the same reason, repairs are carried out only in the workshop of a service center: correctly and according to technology can only be done in a prepared place.
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If the Service works for you, and not for itself, then it is always open! absolutely. The schedule should be convenient to fit in before and after work. Good service works on weekends and holidays. We are waiting for you and working on your devices every day: 9:00 - 21:00
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If a company has been on the market for many years and has managed to establish itself as an expert, people turn to it, write about it, and recommend it. We know what we are talking about, since 98% of incoming devices in the service center are restored.
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How many masters in areas
If there are always several engineers waiting for you for each type of equipment, you can be sure:
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Technical literacy
If you ask a question, a specialist should answer it as accurately as possible.
So that you can imagine what exactly you need.
They will try to solve the problem. In most cases, from the description you can understand what happened and how to fix the problem.
Shortly before the event, an account on the Twitter microblogging service, registered back in 2011, received the coveted “blue tick” confirming the authenticity of the profile. According to the reviewer Mark Gurman, the company is going to use the service to broadcast the presentation live.
You can see the new Apple products at official website companies. Gazeta.Ru will also monitor what is happening in San Francisco. The event will start at 20.00 Moscow time.
iPhone 7
First of all, the line of smartphones is expected to be updated. This is evidenced by both the leaks that have flooded the Internet and the invitation to journalists, which contains a play on words: See you on the 7th (“See you on the seventh”).
Presumably, the company will announce two or three models of the device - a regular one with a larger screen (Plus) and a version with powerful characteristics (Pro). It is the advanced model that should receive a dual camera lens, which will provide high quality images, and a Smart Connector for connecting additional accessories.
But, according to the latest leaks, Apple has changed its mind about releasing three smartphones and plans to introduce
a device with Pro characteristics, but with the Plus postfix.
One of the main innovations may be the abandonment of 16 GB in favor of 32 GB as the minimum amount of memory. The maximum will be 256 GB.
The company is going to redesign the Home button, replacing it with a touch panel, which, using 3D Touch technology, will determine the pressure of the user’s fingers.
In addition, Apple apparently decided to get rid of the 3.5 mm headphone audio jack. Its function can be taken over by the Lightning connector. This step may also be an attempt to popularize wireless headphones. So far, this is the most radical change in the upcoming announcement, which has caused much discussion.
It is still unknown which headphones will be sold with the iPhone 7. Some analysts are betting on those connecting via Bluetooth, others are talking about wired ones with a Lightning connector, and still others even believe that the headphones will be standard, but with an adapter included.
The metal casing of the devices will be protected from dust and moisture. And the smartphones themselves will be presented in three different color variations, including Deep Blue and Space Black.
iOS 10, macOS Sierra
Most likely, the upcoming presentation will see the release of a new version of the mobile operating system - iOS 10.
The main changes affected the notification center and the system screen. iPhone users will be able to see the alert without unlocking the smartphone, simply by picking it up. At the same time, on the lock screen and in the notification center, you can open the context menu by pressing 3D Touch firmly.
The Photos app now has smart sorting algorithms that automatically combine multiple photos into one album.
As with Siri, developers were allowed to work with the Maps application. This will allow you to add, for example, the ability to order Uber directly from Apple’s mapping service.
Along with this, the Music application has undergone a complete redesign. The design changes apply to both iOS and iTunes.
The company focused on the updated iMessage. The service will allow you to add stickers to the standard iOS messenger. You can already send money through the messenger and split the bill at a restaurant. A separate App Store has also appeared for iMessage.
Also at the presentation, Apple should openly launch a “desktop” OS, which will be called Sierra with the macOS prefix instead of OS X.
The update strengthens the Apple ecosystem and provides even more opportunities for iOS devices to interact with macOS.
The ability to automatically unlock a Mac if an iPhone or Apple Watch is near it has been added. The platform also received Siri support.
At the same time the publication Computer World suggested that the macOS Sierra operating system will become available to users no earlier than October 9-15.
Apple Watch 2
Another OS that the company is going to release to the mass market is watchOS 3. The platform for smart watches is actually a rethinking of the Apple Watch concept. It is expected that with the OS update the watch will run seven times faster. To speed up, frequently used applications will be located in the device’s memory rather than downloaded from the smartphone.
Some analysts believe that Apple has prepared a new OS for a reason, but just to show off the next generation of smart watches.
According to rumors, the updated gadget will receive autonomous GPS, a faster processor and a larger battery. However, the watch will still not support its own SIM cards and will not allow you to forget your smartphone at home. The design of the Apple Watch will not undergo major changes.
Apple today will introduce new smartphones - iPhone 7 and iPhone 7 Plus.
Text online broadcast, as well as a video presentation of the iPhone 7 will be available on Korrespondent.net at 20.00.
19.53. So, we are starting the broadcast! In just a few minutes, the Apple presentation will begin in San Francisco.
19.56. Groovy music is playing in the presentation hall.
20.02 The presentation has begun! A video is shown in which Apple CEO Tim Cook and American television star James Corden are driving in a car, singing and communicating with Siri.
20.09. At the same time, 140 billion applications have already been downloaded from the App Store.
20.13. Cook announced that the cult Mario game will be released on iOS, and in vertical orientation.
20.14. The creator of the legendary game, Shigeru Miyamoto, took the stage. The game will be called Super Mario Run.
20.17. Miyamoto talks about all the features of the game. There is a feeling that this is a presentation not of Apple, but of Nintendo.
20.19. Tim Cook is back on stage. He says that the company pays a lot of attention to education.
20.20 . 14 schools support the Apple ConnectED program. In addition, Yabloko plans to provide schoolchildren with 50 thousand iPads.
20.24 . Suddenly. While Cook is talking about education, an image of an iPhone 7 appeared on the company’s Twitter account. However, the photos were soon deleted. Most likely, someone from the company was in a hurry.
20.27. Finally moving on to the products. The first will be the iWatch smartwatch.
20.29. Cook claims that iWatch has become the second most popular watch brand after Rolex.
20.32. Good news for Pokemon Go fans - now this game will be released on Apple Watch. However, its popularity is already waning.
20.37. They announced the release of a new generation of smart watches called Apple Watch Series 2. Focused on sports and active people - 50 meters of water resistance, increased durability.
20.43. The new dual-core processor in Apple Watch 2 will speed up its performance by 50 percent. The smartwatch screen will be the brightest among all Apple products. GPS has also been added.
20.50. The second generation of Apple Watch will have a ceramic case. Looks really stylish.
20.54. In addition, the watch will receive new types of straps.
20.56. They talk about collaboration with Nike. There will even be a special edition of smart watches with Nike - Apple Watch Nike+. Price - from 369 dollars.
20.58. Tim Cook is finally talking about the iPhone.
21.03. However, first he talked about the release of iOS 10. He claims that this is the most powerful update to Apple’s mobile OS.
21.06. The dual camera in the iPhone 7 has been confirmed. The design has become more minimalistic and more rounded.
21.08. The new smartphones will be available in four colors: gold, rose gold, silver and black. In addition, the Home button has been redesigned - now it has become a touch button and will vibrate in response to action.
21.11. As expected, the new iPhones are waterproof and dustproof.
21.13. They tell details about the new camera. According to the creators, everything in it is new. Optical stabilization, lens consists of six elements, 12 megapixels, flash with four LEDs, 60 times faster autofocus. And the iPhone 7 Plus has two cameras.
21.14. In addition, the camera will also be able to do blur. The smartphone itself now uses “machine learning” to adjust all the indicators independently.
21.20. iPhone 7 Plus is even cooler. The smartphone has two lenses: telephoto and wide-angle. The camera provides 10x zoom.
21.25. New camera capabilities allow you to blur only what is behind the subject. However, bokeh will have to wait. Blurring will be achieved using software, which will be updated a little later, and not technical innovations.
21.28. The new iPhones now feature dual stereo speakers for twice as loud sound.
21.31. From now on there will be no headphone jack. New headphones will be included with the new iPhone, and for old ones you can purchase an adapter.
21.35. Apple showed off wireless headphones called AirPods, which can also be controlled using Siri. They also received microphone support. They look stylish.
2016 was a mixed year for Apple. In it, the company had both new amazing records and serious falls, from which it turned out to be not at all easy to recover. In this material, we recalled all the main events in the life of Apple in 2016. It turned out that the last 12 months have been extremely busy.
January
One Billion Active Apple Devices
At the very beginning of 2016, doubts began to arise about the success of Apple. Moreover, it was not ordinary users who expressed their concerns, but analysts. The main reinforcement of the words of some experts about the impending decline of the world's main IT company was Apple's financial performance.
Over the past 2015, the company's shares fell in price by almost 5% and few people saw any reasons for their immediate growth. The iPhone 6s and iPhone 6s Plus, which turned out to be almost identical to the iPhone 6 and iPhone 6 Plus, respectively, were not perceived as a potential driving force for the corporation. Leaks also indicated this. According to insiders, Apple already in January 2016 decided to reduce the production of iPhone 6s/6s Plus by 30%, as the demand for flagships dropped so much.
Calmed everyone down report Apple for the first quarter of fiscal year 2016. Despite negative expectations, Apple managed to once again set a record and sell the largest number of iPhones during the reporting period. During the conference call, Tim Cook announced that the company's number of active devices has exceeded an incredible mark of 1 billion units. At the same time, Apple executives said that the company has not yet reached the peak of development.
Price increases in the Russian App Store
The very next day, Tim Cook burst out with a bold official answer, in which he stated that the company will not remove the lock from the iPhone. It turns out that the FBI didn't just ask Apple for access to this particular smartphone. The body, in a demanding form, asked Apple to create a special system for remote access to private information of users of iOS devices, to which the intelligence services would have access. Apple, as you know, cares most about the safety of its customers. That is why such a “request” prompted Cook to give such a sharp answer.
Then events developed rapidly. Apple has many supporters, including Google , Facebook, other large IT corporations and even relatives people who died in a terrorist attack sided with the Apple company. However, the authorities are the authorities, and in the trial scheduled for March 22, Apple was predicted to lose. Moreover, for ignoring requests from the FBI, the head of Apple, Tim Cook, could put in jail .
However, the trial did not take place. On the day on which the meeting was scheduled, representatives of the FBI stated that they found a method to unlock a terrorist’s iPhone 5c “on their own.” This statement surprised everyone without exception, even Apple itself. As it turned out later, the so-called “on their own” were professional hackers, to whom the FBI paid huge amounts of money, namely $1.3 million. Alas, no useful information was found on the terrorist’s iPhone 5c.
March
Presentation of iPhone SE and 9.7-inch iPad Pro
In March, Apple was preparing not only for the trial, but also for its traditional spring presentation. On March 21, the company, confirming numerous previous rumors, introduced a 4-inch iPhone SE and 9.7-inch iPad Pro .
Both new products, despite their similarity to previous Apple devices, turned out to be extremely interesting. The iPhone SE turned out to be identical in appearance to the “old man” iPhone 5s, but in technical terms it was twice as advanced. The new 4-inch Apple smartphone received flagship hardware, almost the same as the iPhone 6s. An A9-powered system, an M9 coprocessor for voice activation of Siri without having to connect the device to a charger, and a 12-megapixel camera capable of shooting in 4K resolution make the iPhone SE the ideal compact smartphone for both Apple fans and users of other mobile devices. manufacturers.
The 9.7-inch iPad Pro also didn’t surprise us with anything radically new. The tablet became a smaller version of the 12.9-inch iPad Pro, which, however, no one was particularly upset about. For many users, the 9.7-inch display is ideal for tablets, so the new firmware was recognized as the best tablet of the year immediately after the presentation. Adding interest to the 9.7-inch iPad Pro is the 12-megapixel iSight camera with the ability to shoot video in 4K resolution (and this on a tablet!) and the first LED flash in iPad history.
April
Apple celebrated its 40th anniversary
April 1, 2016 Apple turned 40 years old. In honor of the holiday, a pirate flag with an eye patch in the company's traditional rainbow colors was raised over the Apple campus in Cupertino.
By the way, the pirate flag was raised for a reason. This flag was made in the early 80s by the company's founder, Steve Jobs, together with programmer Steve Capps and graphic designer Susan Kare. Then the pirate flag was raised in honor of the team that worked on the Mac moving to a new office building.
In honor of the anniversary, the site remembered the path of Apple, collecting an excellent gallery, showing the main events in the life of the company.
Updated 12-inch MacBook released
Without further ado, in April Apple launched sales in its online store updated version 12-inch MacBook. The new product received a sixth-generation Intel Core M processor with a clock frequency of 1.3 GHz, a new Intel HD Graphics 515 graphics processor, faster flash memory and increased battery life. In addition, the new MacBooks were released in a rose gold color case, which for many, of course, became the determining factor when buying a laptop.
iPhone sales fell for the first time in history
At the end of April, Apple reported progress for the second quarter of the 2016 fiscal year. As analysts expected, the reporting period was not the most successful for the company. The decline was recorded on all fronts, but the most unpleasant moment for Apple was the first in history decline in sales iPhone.
Moreover, the drop in sales was impressive. In the second quarter of the 2016 fiscal year, Apple sold 10 million fewer iPhones than in the same period last year - 51.2 million versus 61.2 million, respectively. Immediately after the report, investors did not sound the alarm, however, in May everything changed.
May
Shareholders are losing faith in Apple
The report of a disappointing quarter prompted investors to question the wisdom of remaining in Apple's stake. And everything would be fine if these thoughts visited ordinary investors. Billionaires are thinking about this.
The first to react to the worst quarter for Apple in the last 13 years was Carl Icahn, a billionaire who owned 1% of all shares of the American IT giant. Aikan sold them all, completely leaving the share. He explained his decision by saying that the economy of China, one of Apple’s main markets, is weakening and the company’s sales growth in the Middle Kingdom will soon slow down significantly. Looking at the current situation, it can be noted that Icahn was right. Apple is not doing well in China.
Following Icahn's sale of all his Apple shares noted investor David Tepper. In total, he had 1.26 million Apple shares, the approximate value of which was estimated at $133 million. Tepper also cited concerns about Apple's potential in China as the reason.
Tim Cook promised to lower iPhone prices
In May, Tim Cook made a very interesting statement. While in India, where Apple is trying hard to capture as much share of the mobile market as possible, he admitted that iPhone prices outside the US are really high. Apple CEO promised, that in the future the company intends to reduce them “as much as possible.” At the same time, Cook noted that Apple is not going to make low-quality products.
Traditionally, Cook's somewhat vague answer to a tricky question inspired hope that in the future Apple will begin selling more or less affordable smartphones. Analyzing Cook's response and Apple's plans, analysts came to the conclusion that such a change in rate will occur no sooner than in 2-3 years. Well, we'll wait.
June
WWDC 2016. iOS 10, macOS Sierra and watchOS 3 announced
On June 13, 2016, Apple held its annual developer conference. At WWDC 2016, new operating systems were shown for the first time - iOS 10 , macOS Sierra And watchOS 3 .
All three updates impressed with their innovations. In iOS 10, Apple developers rethought the Messages, Photos, and Music apps, greatly changed the lock screen and notification system, allowed Siri to be used in third-party apps, and much more. Even the method for unlocking iPhone and iPad in iOS 10 was proposed differently. Starting from “ten”, unlocking mobile devices is done by pressing the Home button. The traditional Slide to Unlock gesture is a thing of the past.
Article on topic! iOS 10 review.
The operating system for Mac has been renamed from OS X to macOS. Along with the new name, macOS Sierra, presented at the conference, received an equally impressive list of innovations. macOS Sierra includes full support for the Siri voice assistant, a universal clipboard for the fastest possible exchange of text and photos from Mac to iPhone or iPad, significantly updated Photos and Messages applications, and much more. The best idea of macOS Sierra is provided by our operating system.
Well, watchOS 3 is an update with a ton of new features and one feature that changes everything. This feature was increased system optimization. The developers have made it so that applications on Apple Watch running watchOS 3 open up to seven times faster than on the previous generation of OS for smart watches. Given that previously the main complaints of Apple Watch users were related to the speed of the gadget, watchOS 3 seemed like a real savior.
New operating systems were only announced in the summer. Until September, Apple was finalizing them, and developers and participants in the testing program were looking for errors in the updates. As we found out after the release of iOS 10, macOS Sierra and watchOS 3, unfortunately, it was not possible to completely eradicate the problems. A clear example of this is topic about iOS 10 problems and ways to solve them, which in just a few weeks became one of the most viewed on the site.
July
Apple sold its billionth iPhone
In July 2016, Apple passed an incredible milestone. The company sold its billionth iPhone, as Tim Cook announced at a meeting with employees. The head of Apple congratulated the company on this phenomenal achievement and thanked every employee who helps “create the best products and change the world every day.”
Mobile hit Pokemon GO released on the App Store
The results of 2016 would not be complete without mentioning the mobile phenomenon Pokemon GO. Nintendo's augmented reality game simply drove the whole world crazy for several months. The excitement for catching virtual Pokemon was everywhere, from large cities to provincial ones. And even in Russia, where the game was never officially released, millions of people played Pokemon GO.
Pokemon GO became the highest-grossing game in the history of mobile applications. Apple, of course, made great money on it. However, the combination of Apple and Pokemon GO is interesting in a slightly different context. Tim Cook has repeatedly commented on the success of Pokemon GO and stated that Apple is also very interested in the development of augmented reality. These comments from Apple's chief sparked speculation about the company's plans to integrate augmented reality support directly into the Camera app in iOS 11.
August
Fail of the year - Samsung laughs at Apple, but it would be better not to do it
The “Failure of the Year” award in 2016 rightfully goes to Samsung. Introducing the Galaxy Note 7, Samsung VP of Marketing Justin Denison joked noted that the new product from the South Korean company has an audio jack. Thus, Denison ridiculed Apple's plans to release the iPhone 7 without the usual 3.5 mm audio output.
Describing the capabilities and characteristics of the Galaxy Note 7, a Samsung representative said with a grin: “Do you know what else it will have? Audio output. I just said." There was laughter in the hall, because everyone understood that this was a direct reference to Apple’s upcoming flagship, iPhone 7, which the American company, according to rumors, did not plan to equip with a 3.5 mm audio jack.
What happened next? And then these same Galaxy Note 7s began to ignite en masse and explode, which is why Samsung had to recall smartphones from sale. There were technical defects in all batches of Note 7, so sales of the flagships were not resumed. Samsung suffered huge losses, but most importantly, its reputation was dealt a serious blow.
Tim Cook celebrated five years at the helm of Apple
August 24, 2016 marked five years since Steve Jobs left his post as head of Apple due to illness and handed over the reins to Tim Cook. Has Apple changed during this time? Without a doubt, yes.
But for the better or for the worse? According to polls, fans of Apple technology believe that it will be for the worse. Cook has been accused of being unwilling to take risks and introduce innovative products. In addition, the current head of Apple is accused of too much desire to make money, instead of thinking at least a little about customers. And, of course, Cook remembers the quality of new devices and software products. There have been too many complaints about Apple products lately.
The smartphones received a quad-core Apple A10 Fusion processor, seriously updated cameras (in the case of the iPhone 7 Plus, the main camera turned out to be double), water protection, stereo speakers, a touch-sensitive Home button, a 25% brighter display, increased battery life and several other pleasant features. improvements. Equally important, the iPhone 7 and iPhone 7 Plus came in two new colors: matte black and glossy onyx black. They do not radically change the appearance of smartphones compared to the previous generation, but, nevertheless, they make the devices incredibly beautiful.
There were a variety of rumors about the new generation of Apple smartwatches before the presentation. Unexpectedly, none of the sources could accurately predict the features of the new product. Instead of Apple Watch 2, Apple introduced the Apple Watch Series 2, which in appearance is practically no different from the first generation of smart watches.
Well, especially for those who wanted to see something really new at the presentation, Apple presented AirPods. Apple's new proprietary wireless headphones have a custom design with an elongated stem that houses the W1 processor, voice accelerometer, motion accelerometer, optical sensors, microphone and battery. In other words, in this truly miniature tube, Apple engineers managed to fit components that would fit an entire smartphone!
With all this, AirPods work in autonomous mode for five hours on one full charge. For a device of such a small size, this figure is phenomenal! Moreover, with the help of a wireless charging case, the headphones can work for more than 24 hours. In general, AirPods surprised and pleased in some ways even more than the new iPhone and Apple Watch.
October
Launch of the Apple Pay payment system in Russia
On October 4, 2016, Russia officially launched contactless payment system Apple Pay. Russia has become the 10th country in which Apple has introduced support for its ambitious service. Initially, for a whole month, Apple Pay worked exclusively with Sberbank, however, by November, other banks also acquired support for the system. As of November 15, 2016, 11 largest Russian banks had become friends with Apple Pay.
We were impressed by the arrival of Apple Pay in Russia, so we wrote extremely useful guides on using the service. If you're new to Apple Pay, be sure to check out the following topics:
The reasons for this unexpected decision were a change in the project development plan, a lack of personnel and problems with the supply of equipment. Instead of an electric car, Apple will focus on creating software for self-driving vehicles. So, you shouldn’t expect a car with the Apple logo proudly displayed in the near future.
iPod turns 15 years old
On October 23, 2001, Steve Jobs introduced the original iPod to the world. In 2016, the legendary player turned 15 years old. We celebrated this date by gathering in one material the journey of the iPod from its very first model to its latest.
Presentation of MacBook Pro 2016
On October 27, Apple held its second fall presentation of 2016. The main theme of the event was new MacBook Pro. As expected, the laptop has become a representative of a new generation - almost everything has changed in it.
MacBook Pro 2016 has become 17% thinner and 23% lighter than the previous generation model, has a doubled trackpad, a new keyboard with an improved version of the butterfly mechanism like the 12-inch MacBook, a Touch ID fingerprint scanner, 67% more a bright display, the most modern hardware and, of course, the main feature - the Touch Bar.
November
Apple Announces Design Photo Book Priced at $299
On November 16, Apple stores were replenished with a new product, a book. But not an ordinary one, but a photo book Designed by Apple in California, which contains 450 photographs of the company’s devices of various generations, from the 1998 iMac to the 2015 Apple Pencil. Apple estimated the cost of the product with its usual “modesty” - $199 or $299 depending on the size.
The photo book Designed by Apple in California highlights Apple products created over the past 20 years. All 450 photographs for the book were taken by photographer Andrew Zuckerman, widely known around the world for his photo book Creature. In addition to photographs, the pages of the book talk about the technologies that Apple used to create its products.
Apple admitted the presence of a defect in a certain batch of iPhone 6s
Since the summer of 2016, some iPhone 6s users have complained about their smartphones randomly shutting down. In November, Apple finally responded to the complaints. As it turned out, the iPhone 6s from a certain batch has defect. Some smartphones released in September-October 2015 contain a battery component that has been exposed to the open air longer than the permissible limit.
As a result, the batteries of such smartphones lose their properties much faster than usual. Because of this, spontaneous shutdowns of the iPhone occur. Admitting Apple's defect launched a program for free replacement of batteries in problematic iPhone 6s.
December
AirPods sales have begun
Introducing AirPods, Apple stated that it intends to release the headphones on sale at the end of October. But it didn’t work out. Difficulties arose during the development of the device, which is why the release was postponed indefinitely.
We had to wait quite a long time. AirPods have officially gone on sale December 13. In Russia, the headphones were launched simultaneously with the whole world at a price of 12,990 rubles.
Apple named the best apps and games of the year
In December, App Store editors summed up the year and named the best apps and games for all Apple platforms. Here's who stood out in 2016:
Top apps:
- The best iPhone app is Prisma.
- The best app for iPad is Autodesk SketchBook.
- Best app for Apple TV -
Apple's September 7 presentation pleased us with several new products, as well as a whole bunch of new features for this company's devices.
The highlight of the evening, as expected, was the phone, which received serial number 7, two models, 3 variations of built-in memory and 5 different colors.
Apple has also updated its smartwatches to (not to be confused with the not yet released Apple Watch 2).
In addition, Apple showed a completely new device - wireless (not included) headphones and equipped the old ones (included) with a Lightning connector.
For me, Apple presentations have always been divided into 2 parts: boring, during which they tell us about the company’s successes, its role in socially important projects and show services that will only work in the USA; and an interesting one, during which new devices and their mind-blowing functions are demonstrated. This year was no exception.
After a creepy introduction with James Cordon and a singing Tim Cook, they began to tell us how successful the Apple Music service is, how many applications are downloaded from the App Store, and even invited one of the directors of Nintendo to announce the game Super Mario Run, which will be exclusive to iOS. Then we talked about the Apple Watch. We were told for a long time and tediously that this is the best smart watch, ranking 2nd in sales among all watch brands, they showed us the features of the new watchOS, and then moved on to the Apple Watch Series 2. This is where the boring part ended and the more or less interesting part began.
Even though the new watch hasn't changed much in appearance, it still piqued my interest. Firstly, moisture protection, secondly, GPS, and the new white ceramic case - I really liked it. Although, as it turned out, the ceramic model costs at least 116 thousand rubles. Since the Apple Watch was originally designed with sports in mind, it was not surprising that Apple introduced a new line of smartwatches in collaboration with Nike. I don’t know about you, but the sports line didn’t grab my attention. Maybe because of the design, maybe because of unnecessary features, or maybe because I don't like running.
After a short, boring digression about iPhone sales, Tim Cook moved on to the presentation of the new iPhone 7, and here, despite the record number of leaks, the public (including me) held its breath. I don’t know how to explain this, but the euphoria in the hall from the iPhone 7 could be cut with a knife. And this despite the fact that only the new color “Black Onyx” was new to us, because we already knew the rest long before today from numerous insiders. From the stage we were told about "10 amazing facts about the iPhone 7", which I would shorten to the phrase: "the new iPhone is a little different from the previous one, but it takes photos, shoots video, sounds and works better than anything you've seen before." In fact, this phrase can describe any presentation of the new iPhone.
Further, Apple hinted that the audio jack has no place in a modern smartphone and introduced EarPods with Lightning, an adapter from Lightning to 3.5 and wireless AirPods, which the company plans to sell for $159 (13,000 rubles). The latter use the new W1 processor, which marked the beginning of a whole line of Beats wireless headphones.
According to established tradition, the presentation ended with a performance by musicians. This time, Sia was on stage, who a couple of days ago presented a new video for the song The Greatest. With the same song, she came to the Apple presentation in a shocking costume and a child dancer who performed very strange (but incredibly fashionable now) dances. I chose not to watch this part, since the random movements of the children turned me away even when watching the clip.
Well, after that, that’s it, the journalists were allowed into the “tactile” room, where they can touch all the new products, and they said goodbye to online viewers until next time.
Summing up what happened, I noted this for myself - the things that caught my attention the most were: “Black Onyx”, “Portrait mode in the iPhone 7 Plus”, “Refusal of the 3.5 mini-jack”, “Wireless AirPods” and ceramic Apple Watch Series 2. But everything else sounded in the background to me, such as “launch of Apple Pay in Japan.” The icing on the cake was a video on the official Apple channel with a brief retelling of the presentation. So if you missed the presentation, watch it.