iPhone Launch 2017

iPhone launches are always subject to intense speculation, followed by a big media explosion. When Apple announced not one but three new iPhones in September 2017, that was news enough. The fact that one of the new iPhones, the iPhone X (iPhone 10), a tenth anniversary model, was going to be the most expensive handset to date, and actually cost over £1,000, made the news wires hum around the world. There are many innovations associated with the iPhone X, which is being hailed as the template for all future mobile phones over the next 10 years. Physically, the iPhone X has been described as ‘all screen’, as the 5.8” OLED front screen extends across almost all of the front of the phone. The screen is surrounded by a band of stainless steel, and there is no Home button. The phone is unlocked by ‘FaceID’ face recognition, and the functions of the old Home button are located on a digital bar on the bottom end of the screen.

Apple Logo, Logo, Apple, Golden

The new iPhone has world-class selfie camera technology, called ‘TrueDepth’, which does 3D scans, uses infra-red and can take pictures in the dark. This technology will enable the user to create animated emojis of their own face for use within apps and games. The emojis (or ‘Animojis’) can even copy facial expressions, and will presumably be very popular for use in messages.

iPhone 8 and iPhone 8 Plus

The other new iPhones, the iPhone 8 and the iPhone 8 Plus, retain many of the outward features of the iPhone 7 and iPhone 7 Plus, and they are intended as upgrades to these 2016 models. With glass front and back, surrounded by an aluminium strip, they have the Home button and TouchID features, plus improved camera, chip and processing power. These are somewhat cheaper at around £700 to £800.

The toughened glass design allows these new iPhone models to be wirelessly charged on a charging pad, which is highly convenient. For the accident-prone and clumsy iPhone owner, the good news is that these new iPhones are all resistant to dust, and water resistant for 30 minutes at 1 metre depth.

Apple Watch 3

The launch event was also used to showcase the new Apple Watch Series 3, which has been made independent of an iPhone by inclusion of a 4G-SIM card. This third-generation Watch is also water-resistant (or ‘swimproof’) and has the capacity to hold 40 million music tracks via Apple Music. The event was also used to announce the HDR Apple TV box.

Steve Jobs theatre

The announcement of the new Apple products was made at the new Steve Jobs Theatre, in California. This theatre is a new venue, designed specifically for events such as product launches. As the name implies, it is dedicated to the co-founder of Apple, the late Steve Jobs. It is an impressive venue fitted out with plenty of marble, and a fitting tribute to the man who gave the world the iPhone an incredible 10 years ago.

Well done Apple – even after 10 years, the iPhone is still making headline news around the world, and even at over £1,000, the iPhone X / iPhone 10, whatever you choose to call it is sure to be a winner.

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