No surprises. They spent a lot of time on cameras, colors and battery life. I'll buy the new iPhone and trade in my old. I'll probably wait on the Watch. No interest in the iPads.
All times Eastern.
2:18: And that's a wrap. Stock is at $147.38, the day's low so far.
2:16 Back to Tim for summary. iPad. iPad mini. Apple Watch Series 7. Apple Fitness+, iPhone 13. iPhone 13 Pro. "These are the best iPhones we've ever created." They say that every year. Stay safe, and take care.
1:57 Back to Tim. iPhone Pro lineup. "Most Pro iPhone ever." Not the best pitch. Video is all about the cameras. Three again. Bigger. Joz: takes it away
Bands. Four finishes. Sierra blue. Ceramic shield. Inside redesigned. Bigger battery. Pro Max.
A15 bionic revisited. 5-core GPU in the pro models. Super Retina XDR display. ProMotion. 10Hz to 120 Hz, as rumored. Adaptive Refresh Rate. Not sure that video showed ProMotion in action.
Camera system. Bigger, wider lenses. 77mm telephoto. Low light improved. Macrophotography. Ultra wide to 2 cm.
Photographaphic styles. Choose from 4. But will it remember that I look to shoot my latte's square? Can I change the boca focus later, after the movie's been shot?
ProRes video coming later. A lot of term of art here that I don't recognize.
Battery: up to 1.5 hours for Pro, 2.5 hour for Max. Environment etc.
Pro starts at $999 (memory DOES go up to 1 terabyte, at least in the U.S.), Max at $1099. Up to $1000 off. Preorder Friday Sept. 17, avail Sept 24.
1:38 Back to Tim. Now, iPhone. People love iPhone. Thrilled, etc. Video. two camera version. iPhone 13. One LESS camera?! At least they look bigger. [UPDATE: Oh, I get it. This is the low end version] Arranged diagonally. 20% smaller eyebrow. Recycled bottles is a first. OK. Brighter. Better power efficiency. OLED display. iPhone. A15 praised. I wish I understood more. It's faster, that much I get. 16 core neural engine for machine learning tasks. ML gets more real estate every upgrade. Camera system gets some iPhone 12 Pro features.
Cinematic mode. Rack focus for fun whodunnit video. iPhone ML does the automatic focus changes. Pretty cool. I don't know how much use it will get, but it's something the competition can't do.
5G gets its own segment. "The world is moving quickly to 5G." 200 carriers by end of the years. For Binge-watching with friends.
Better battery life. 1.5 hours longer. Bigger battery.
Privacy. Vast ecosystem. Magsafe. Cases. Magsafe leather wallet with Findmy. Good idea!
Mini starts at $699. iPhone 13 $799. Much unsafe driving in the ad.
1:37 Stock hovering near the day's low of $148.28.
1:31 Apple Fitness+ "Our users love it." (Not me; workouts are hard!) From 6 countries. Adding 15 more. Now with Pilates. (Can I hang upside down?) Guided meditations. I might try that. Fitness + Group Workouts. Friends in inset screen. Up to 32(!) people at once.
1:21 Back to Tim. Apple Watch. Tim stresses health aspect, unsurprisingly. Jeff Williams, CEO in waiting? New bike features, Reminders, e-bikes, fall sensing. Made for me! Next gen Apple Watch video... Series 7. 20% more screen area. Shape changed as rumored. 70% brighter when down.
Buttons enlarged. 50% more text. New watch faces. More durable. Crack resistant crystal. IPX certification. 18-hour battery life. 30% faster charge. 5 new colors (sigh). Environmental boilerplate.
Line-up Series 3 $199 SE $299 7 $399.
Biker asks: How far have I gone? (again for me on my bike!) Fun video, again for TV ad.
1:12 Back to Tim. iPad mini. This one is the "all new" iPad mini. Purple! Pink! Thinner bezels. 40% jump in CPU from previous mini. Best of breed games used to get stage time. Now they're tucked seamlessly into the text. USBC port. (Finally?) 5G to iPad mini. 3.5 GB per second downloads, but only for the highest cellular real estate. Same new camera as iPad below. High-production video, presumably for TV ads. Starts at $499, more for cellular. Environmental virtues signaled.
1:05 Product announcements start with iPad. Not a device I'm in the market for, but one in which Apple keeps investing. Grown by over 40% this past year. This is the new iPad... (huh? no name besides "new"?) Praise for the A13 chip. Big upgrade in front camera for Zooming, with center stage (from iPad pro). Classic Apple, moving pro feature into the mainstream product. Praise for iPadOS 15. A lot of adjectives here. $329, 64GB. $299 educational. Order today, available next week.
1:02. Tim Cook opens optimistically. Starting with Apple TV+
130 awards, 500 nominations. 35 prime time emmy, 20 for Ted Lasso. (Careful not to overplay Ted, Tim.) Clips of fall premiers. Something for everyone.
1:01 Music video. Desert, redwoods, Apple tower, etc. California scenes. California soul. Nice mood setter.
1:00: Music resolves into a chord. Same geese flying.
12:59. The suspense builds.
12:57: Tinkling music, the sunrise image from the invitation. Geese flying across the horizon.
12:55: T minus 5, gulping down my lunch, launching Apple TV.