The Apple special event on September 9, 2015 was the usual iPhone update show accompanied by some other Apple news about the iPad, Apple Watch and the Apple TV. As expected Apple announced the release of the iPhone 6S and 6S Plus.
The new iPhone models are still supplied with the same 4.7” and 5.5” retina displays as the original iPhone 6, but add a new touch technology to the mix called 3D Touch. This technology adds force sensing and haptic feedback to the touch experience. On the outside Apple is claiming that it is using the strongest cover glass available based on a dual ion exchange process. It is also using a new aluminium casing that is more durable and also comes in more colours. On the inside Apple is using the new A9 chip that incorporates the motion co-processor into the CPU. Of course, Apple claims higher performance for the CPU as well as the GPU performance (70% more CPU power and 90% more GPU power). They also add faster LTE and Wi-Fi to the mix.
Source: Apple Event September, 2015
Overall the biggest news for the new iPhone is the use of the force-sensitive touch technology and the way new apps are using this feature. The technology uses capacitive sensors embedded in the backlight and senses how hard the user presses on the display. In response, apps will perform different functions. On the other hand, the complexity of the user interface increases as well.
The improved front and rear cameras allow for better pictures with better colour performance. The rear camera allows the user to take 4k video and even edit the resulting file on the iPhone. Apple also announced a new function which it calls Live Photo. The high resolution image has a short motion sequence (around 1.5 seconds) attached that comes to life when the image is being selected. Actually, while it looks like a short video, Apple claims that it is not a video and that special software is used to keep the file size to a minimum.
The new iPhones will be available in many countries by the end of September 2015, with pre-orders starting within a week. The prices remain the same for the new phones, while the old iPhone 6 and 6 Plus will be available $100 cheaper.
Not surprisingly, the Apple Watch did not receive any hardware upgrades, as it was just released a few months earlier. There was a pure software update, though, and new wristband choices. There are now some more fashionable choices for the appearance, in an aim to make the Apple Watch a popular holiday item. Watch OS2 now allows developers more access to the hardware and creating video content. The new OS will be available soon, with developers getting their hands on it now.
The capabilities of Watch OS2 were demonstrated with some apps that showed medical functions, which include dealing with patient data and instant responses between nurses and doctors. Apple sees the main uses for the Apple Watch with Siri, Apple Pay and fitness applications.
Apple announced a new Apple TV hardware box that comes with a new remote controller that includes a touch surface as an input area. The box adds Siri and the app store to the mix, making it more of a computer than the old version. There are also two versions announced, with 32GB and 64GB of storage, although it is not entirely clear what this will support. Maybe it is used for local storage of content?
Source: Apple Event September, 2015
As with the current Apple TV, the supported resolution ends with 1080p FHD. No 4k support as of yet. With a faster processor (A8 chip versus the old A5 chip) the system will also support gaming and other functionality. Apple claims to create a really smart TV that listens to your voice to load, play and even suggest content to you. In a demonstration this worked amazingly well and created almost a science fiction-like experience. There was also the option to ask for the weather for example, with the results being overlaid on the running content.
The new box will start at $149 for the 32GB version ($199 for 64GB), which makes for a really expensive memory upgrade, unless other features are also improved. The box will be available by the end of October.
The most surprising (or not, if you’ve listened to the technology rumour mill over the last year – TA) announcement was the release of the long-expected iPad Pro, with a 12.9” display. The new display has a resolution of 2732 x 2048 pixels, with a pixel density of 264 ppi: the same as the iPad Air 2 with Retina display. It also uses the new A9 chip which gives the tablet a near desktop-like performance.
The display is using Oxide TFT technology and a variable refresh rate. If the content is unchanging, the refresh rate goes from 60 fps down to 30 fps. This saves power and gives the iPad Pro a battery life of up to 10 hours, depending on usage.
Source: Apple Event September, 2015
On the outside, the new iPad comes in three colours and is almost as thin as the iPad Air 2. It weighs in at 1.57lb (713 g), about the same as the original iPad. While the camera remained the same as in the iPad Air, Apple added two more speakers to provide a better audio experience to the larger display.huh
Apple also added some accessories that are improving the iPad experience. The first is an attachable keyboard, giving the iPad Pro somewhat of a “Microsoft Surface” feel and look. There is also a stylus called Apple Pencil that allows more artistic freedom to the user. The Apple Pencil will be available for $99, while the keyboard will set you back $169.
The iPad Pro will be available in November 2015 and starts at $799 for the 32GB Wi-Fi only model ($949 for the 128 GB version) and $1,079 for the 128GB WiFi and Cellular model.
Analyst Comment
While the whole event was ‘typical Apple’, it was obvious that there was much more emphasis on the software and apps running on the devices than the hardware components. Apple even had its friends from Microsoft promoting Microsoft Office and Adobe promoting a new version of Adobe workflow software. Maybe this is a sign that Apple is focusing more on the device design and manufacturing than software in the coming years.
Apple truly understands that most of its users are more interested in what they can do with the devices, rather than how fast the CPU or GPU runs. Yes, faster connectivity is welcome, but even in this case, Apple just says LTE and Wi-Fi are faster than before.
While some tech analysts maybe disappointed by the lack of tech talk, Apple may be showing the future of device releases. See what I can do and I won’t bother you with technical details. And to be honest, while the technical details interest many of the enthusiasts, for most users it is just part of the marketing brochure anyway. – NH
To Norbert’s point, Apple focusing on hardware is not surprising when nearly all of its sales and profits come from hardware. However, Microsoft suggested that Apple’s hardware is optimal for its apps, which is surprising given the efforts Microsoft has put into the Surface. – BR
