Live From Apple’s iPhone 5S Announcement
Here we go! After months of rumors and a seemingly endless torrent of speculation, it’s finally time for Apple to announce what they’ve been working on for the last few months.
While we can never be completely sure what Apple is set to announce, the signs have long been pointing at the debut of a new iPhone 5S, as well as the potential announcement of a second, cheaper iPhone variant that the ol’ rumor mill has dubbed the “5C”.
Apple’s announcement is set to begin at 10 AM Pacific (12PM Central, 1 PM Eastern, 6 PM London) today, and we’ll be bringing you all of the up-to-the-second news by way of our live blog down below. We’ll be kicking off the live blog a bit before then (let’s say, 9:30 am?) with commentary and photos from the scene, so tune in early! Update: And we’re live!
Started by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple has expanded from computers to consumer electronics over the last 30 years, officially changing their name from Apple Computer, Inc. to Apple, Inc. in January 2007. Among the key offerings from Apple’s product line are: Pro line laptops (MacBook Pro) and desktops (Mac Pro), consumer line laptops (MacBook Air) and desktops (iMac), servers (Xserve), Apple TV, the Mac OS X and Mac OS X Server operating systems, the iPod, the...
Cook comes back to the stage, inviting us to go across the hall for a hands-on with the 5C/5S
Costello rolls into his third song, a bluesy tune that, based on the number of times he’s said ‘tripwire’, is presumably called ‘tripwire’. Costello said he made the song for a collaboration album he worked on with The Roots
“Here’s a new song, from an album we’re just about to release next week. See? I’ve got product announcements!”
The crowd goes into a standing ovation for Costello as he finishes his second song. As they sit, he says “Oh.. i thought you were all getting up to dance!”
Costello is now playing his song Radio Soul. We’re going to keep the live blog goin’ just in casethere’s more announcement tucked behind the performance, but we might be done here.
Elvis Costello: “You had this Apple radio thing going on today. When I first got into the business, I thought radio was great. This was my imaginary song about radio before I learned how foul it is”
“He’s a grammy award winner, an inductee into the rock and roll hall of fame. Please join me and welcoming our friend, Elvis Costello”
“Before we close this morning, we’d like to return to music. We’ve said many times before that music is deeply engrained in our DNA. We really do love music. We love celebrating music. In the past, we’ve invited musical guests to the stage. We’ve invited a guest today, and he’s gone through great lengths to get here.”
“Now, we prepared a few ads. I’ve selected one this morning, and I’d like to play it for you..” [Tim cuts to the promo]
For the first time, it’ll be launching in China at the same time as most other countries. By December, they want it to available in over 100 countries.
In Japan, NTT Docomo will be getting the iPhone for the first time
You’ll be able to order it on Sept 20th in the US, Australia, Canada, China, France, Germany, Japan, Singapore, United Kingdom.
iPhone 5C will go up for pre order on September 13th. Both devices will go on sale on Sept 20th.
On to the environmental check list: The 5S arsenic free, mercury free, BFR free, PVC free, and ‘highly recyclable’
“This is our most forward thinking phone yet. It’s available in silver, gold, and ‘space grey”
“Throughout this, you’ve heard about iOS 7. Now you know that iOS 7 has been built to support the 64-bit processor”
Phil recaps the big new features of the 5S: the A7 chip, the new camera features, and TouchID
All fingerprint data is encrypted and locked in the A7 chip. It’s never directly accessible by software, and is not stored on Apple’s servers and never backed up to iCloud
“Now you can simply touch the home button to unlock your phone. Since it’s built in, you can also use it to make iTunes purchases [without typing your password]“
The Touch ID sensor will be built into the home button. The home button is now made of laser-cut sapphire crystal, surrounded by a stainless steel detection ring on top of the touch ID sensor
The Touch ID fingerprint sensor is capacitive, 170 microns thin, has a 500 ppi resolution, scans sub-epidermal skin layers, and has 360 degree readability (no matter how you train the sensor to read your finger, it can read it from any rotation).
“There’s so much personal stuff on these devices; our email, our photos, our contacts. We have to protect them. The most common way is to set up a passcode. A simple 4-digit passcode, or a more complex one if you want. Unfortunately, some people find it’s too cumbersome and dont set it up. In our research as much as half of people don’t ever set it up.”
Phil cuts to a 28 megapixel panoramic photo shot on the 5S.
“Whats great is that we can auto adjust exposure as you shoot a panoramic, adjusting for lighting shifts on the fly”
Schiller shows a series of photos that they shot with the 5S that “haven’t been touched in anyway”. They’re clearly taken by some pretty darn good photographers, but the photos look great.
“There’s the standard camera application, but then there’s a second one that lets you shoot videos like this..” [Phil plays a video of a man diving into a pool in Slo-Mo"]
The SloMo app can shoot HD video (720P) at 120 frames per second
“There’s also a fun new burst mode. If you hold your finger on the shutter, it can take up to 10 frames per second”
The 5S also does auto-image stabilization; it takes multiple photos at once, and combines the sharpest parts of each image
The flash in the iPhone 5S has two LEDs — one white, one amber. It analyzes the lighting in the room, adjusting the color of the flash accordingly.
“Let me give you an example of some of the things our new camera app does for you. Before you even take a picture, it’s setting light balance, and exposure. For the first time, it’s creating a dynamic local tone map around the image. For the first time, it’s doing autofucs matrix metering with 15 focus zones. When you do take a picture, it automatically finds the sharpest of multiple pictures”
“Our competitors would’ve just packed more pixels on that. Thats not what we do. We know a secret: bigger pixels = better pictures. Our sensor has 1.5 micron pixels.”
“We have some huge advancements in iPhone technology that allow for just that. It has a larger, f/2.2 aperture. It’s got a new, 15% larger active sensor area”
“It used to be that if you wanted to take better pictures, you’d have to learn to be a better photographer… Most of us just want to take a picture.”
“Second, the camera system. People love taking photos with the iPhone. We wanted to make it even better at taking pictures.”
The battery life is “even better than that of the iPhone 5″. Full chart with battery life expectations incoming..
Apple has been working with Nike to test this, building an app that counts your stride and movements throughout the day.
It continuously measures motion data, accelerometer, and gestural data.
Apple sees this opening a “whole new generation of health and fitness applications”. It can identify user movement, determining whether you’re walking or driving.
Phil Schiller comes back to the stage.
“But that’s not all! We have a new chip called the M7 that works along with the A7.”
The M7 is a ‘motion processor’
They’re demoing one of the new bosses in Infinity Blade. They start out with one of the trolls from the previous games — then in swoops a dragon, so large that it gobbles up the troll.
“With OpenGL ES 3.0 support, we can do things previously seen only in movies. We can add lens flares that would make JJ Abrams proud.”
“The 64-bit chip is so efficient, I literally did a double take when I saw how fast [our environments] loaded.”
Moving Infinity Blade 3 to 64-bit took Epic around 2 hours.
“Each of the areas in Infinity Blade 3 is as big or bigger than the entirety of the original Infinity Blade.”
“Today, we’re thrilled to unveil the epic CONCLUSION of Infinity Blade, with Infinity Blade 3″
“That all sounds great. But what’s really amazing is when you see it in action for the first time.”
Phil invites, Donald Mustard, Co-Founder of ChAIR entertainment (Epic Games) on-stage
Phil shows an image comparing CPU/GPU performance on the original iPhone vs the 5S (image incoming)
“The A7 is up to 2x as fast as the previous generation of CPUs, and handles graphics up to 2X faster”
“You’ve heard a lot about iOS 7, but what we haven’t told you is that its been completely engineed for 64 bit at the same time. It’s got a new 64-bit kernel, libraries, and drivers. All built-in apps have been reengineered. It’s a seamless dev transition, with full backwards compatibility. “
“So lets talk about the hardware. 64-bit, desktop architecture. It’s got a new, modern instruction set. 2x the general-purpose registers, 2x floating-point registers, and over 1 billion transistors”
“Today, we’re going to see that Apple will move the mobile computing world from 32-bit to 64-bit in one day.”
“The iPhone 5S is a huge leap forward in mobile computing performance. It starts with a brand new system on a chip called the A7. A7 is 64-bit, the world’s first and only such CPU in a smartphone.”
“Before, performance meant big CPUs and big graphics card and big fans. Thank goodness we’ve moved past that”
A video plays showing swirling liquid flying about, coming together to form the rumored gold iPhone 5S.
“The 5S is the most forward thinking of our devices; in fact, it might be the most forward-thinking device ever”
“I think it’s remarkable how something can feel familiar, but be new at the same time. That’s the iPhone 5C”
4 DAYS AG
Live From Apple’s iPhone 5S Announcement
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