No surprises, no new Macs.
In a relatively subdued product introduction Apple unveiled, as expected, a new Apple Watch and three new iPhones. There are now five iPhones for sale at starting prices ranging from $449 to $1,099. If there are to be new Macs, they will come later this year.
Below: My live-blog, all times Pacific.
9:15 a.m. Seated, with Wired’s Steve Levy immediately to my left and Bloomberg’s Mark Gurman two to my right. Hope they can’t read my screen.
10:00 If Tim Cook comes onstage and there is no wi-fi, does he make any news?
10:04 Throat clearing with pictures of new stores. About to ship 2 billionth iOS device. How the world has changed, the moments of our lives, etc.
10:06 Starting with Apple watch. Big applause from the Apple staffers. Jeff Williams takes stage, rather than the guy from Microsoft. Rundown of what the watch already does, focus on health.
10:10 Watch is as 9to5Mac leaked it. 30% larger screen area. New watch face can handle 8 complications.
10:14 VERY low energy so far. The only excitement coming from the fake applause by staffers in the front.
10:17 Watch can now detect falls, based on unusual wrist trajectory and impact detection. Will send emergency call if it detects no movement for a few minutes. Cool.
10:19 New heart health features: Rate too low, irregular rhythm, electrocardiogram. Some genuine excitement for the last one.
10:22 Support by the AMA represented by its president, Ivor Benjamin. Cleared by the FDA. A “de nova” clearance, that is, the first of its kind. Very trippy graphics in this version of WatchOS. De rigor pitch for Apple-standard privacy protection. Feature wrap-up.
10:29 Cue the Jony Ive video. His volume is too loud; the design is nice on the eyes, but he’s hurting my ears.
10:31 Pitching the finishes. Top of the line seems to be the gold stainless with Milanese loop. Hermes stuff. Tepid applause. Starts at $399, $499 with cellular. Series 3 $279. Pre-order Friday, available Sept. 21. Watch OS 5 available 9/17
- APPLE WATCH Press Release here.
10:34 Tim could not be more excited, he says. Video too loud.
10:35 Now, iPhone. Taking iPhone X to the next level. The most advanced iPhone we have ever created. (They can say that every year; they better.) Shows the images we have already seen. iPhone Xs.
10:38 Phil Schiller takes the stage. Most beautiful iPhone we have ever made. (tepid applause). Most durable glass (tepid applause). Two sizes. 5.8, 6.5 inch, as leaked. Rattles off the specs.
10:41 iPhone 10x Max, as predicted. Lots of talk about game play. Music videos.
10:43 FaceID backgrounder. Cool tech, but we got this last year. What’s new: Faster algorithms, faster secure enclave. Claims most secure facial ID ever in a smartphone.
10:55 A12 bionic. Industry first 7 nm chip (that’s a huge breakthrough) 6.9 billion transistors. Goes through the specs core by core. This is actually a big part of Apple’s advantage over its competitors. 5 trillion operations per second. Woman engineer out front to show what you can do with the A12 bionic, Siri shortcuts, Core ML (9X faster, 1/10 the energy). AR on A12 Bionic with ATKit, AR QuickLook. (Isn’t that amazing, cue the applause). Three developers to show what can be done “in just a short amount of time” (they do this every time there’s a new chip or OS).
10:55 Blades. Homecourt. Atli Mar (?)
11:04 Phil Schiller is back to talk about the cameras. Lots about what the A12 Bionic does for the camera. “Capable of doing 1 trillion operations a second on every photo you take.” Smart HDR. Takes like 9 photos at once and then merging for the best results. (Drinking game: count Phil’s “incredibles” “excitings” and “beautifuls”). Apple loves bokah. Adjust the depth of field after you shoot. Really cool slider!
11:13 New era of video. 4 mics. Auto focus, autoexposure, etc.
11:15 Battery life. 30 min longer on Xs, 1.5 hours on Max. (!) Bandwidth, dual sim, dual standby, eSIM technology (someone in audience says YES!, to Phil’s laughter).
11:18 Summary of the iPhone Xs, Xs Max, A12 Bionic, Camera, Video, Gold finish, “and so much more…”
11:19 Former EPA head Lisa Jackson to talk about the environment. Now 100% carbon neutral. Now trying to eliminate need to mine new material from the earth. Recycling. Last longer. Material innovations. Recycled tin in logic board. prevents mining of 10,000 tons of tin ore in a single year. Recycled plastics. 35% in speaker. Cover frame etc. Apple GiveBack. Daisy can disassemble 9 different kinds of iPhones.
11:24 Schiller back to intro low-cost iPhone. To reach as many customers as we can. One more iPhone. Cure the video. Colors! Sound! Flying rectangles! iPhone Xr. Aluminum. 6 colors, including Product Red. LCD display edge to edge. Sort of. “Liquid Retina” display. Bigger display than 8 Plus in smaller format. Same FaceID as iPhone Xs. No 3D touch, but it does have haptic touch. A12 Bionic. Single camera system, yet has portrait mode. Battery life: 1/5 hours more than iPhone Plus.
11:34 Jony Ive video, too loud!
11:38 AAPL is down 1.34% so far today.
Prices: Starts at $749, ship Oc.t 26
iPhone Xs starts at $999
iPhone Xs Max starts at 1,099 pre-order Friday, ships 9/22
Now price ranges from $449 for iPhone 7
11:40 Tim Cook returns. HomePod updates. How Siri shortcuts. New update for TVOS. Dolby 4K blah blah. OS updates available 9/17. Mac OS update 9/24.
11:43 Cook does the close. “What a great morning.” Summary. Thanks staff. And that’s a wrap.
11:53 Apple share price still falling