APPLE held its highly anticipated annual keynote event this week, announcing the next-generation iPhone 8 and iPhone X.
Apple’s most impressive product announcement of the event was the iPhone X, pronounced iPhone 10, which commemorates a decade since Steve Jobs released the first-generation iPhone.
Apple’s Senior Vice President of Worldwide Marketing, Philip Schiller, said the iPhone X was nothing short of innovation.
“iPhone X is the future of the smartphone. It is packed with incredible new technologies, like the innovative TrueDepth camera system, beautiful Super Retina display and super fast A11 Bionic chip with neural engine,” Mr Schiller said.
Apple’s chief design officer, Jony Ive, said the iPhone X enables fluid new user experiences, and presents a design which has been years in the making.
“For more than a decade, our intention has been to create an iPhone that is all display. The iPhone X is the realisation of that vision,” Mr Ive said.
“With the introduction of iPhone ten years ago, we revolutionised the mobile phone with Multi-Touch. iPhone X marks a new era for iPhone — one in which the device disappears into the experience.”
The iPhone X boasts an all-glass front and back water-resistant exterior with a newly designed ‘Super Retina display’ that fills the entire screen; though, the feature that really turned heads was Apple’s Face ID, an innovative way to unlock the phone and make purchases.
The iPhone X’s cameras have also been reinvented with a 7-megapixel front camera to raise one’s selfie game, and an improved 12-megapixel sensor on the back camera with a portrait lighting feature allowing the everyday user to take high-quality photos with ease.
Apple also introduced its new ‘Animoji’ feature – a fun and quirky addition to the messaging application which uses the front-facing camera to capture 50 points of movement on the face and translate the expressions into an animated emoji.
Despite all the bells and whistles, the upcoming iPhone X won’t come cheap; the 64GB model will retail for $1579, and the 256GB model a whopping $1829. Both models will be available in either space grey or silver, for pre-order on 27 October and in stores November 3 this year.
Steve Jobs Theatre
The event officially debuted the stunning architecture and sweeping circular design of Apple Park’s Steve Jobs Theatre at its corporate headquarters in Cupertino, California.
The theatre was built in memory of Apple’s late CEO and co-founder, Steve Jobs, who opened the Theatre with a recorded clip of his familiar voice.
“There’s lots of ways to be, as a person; and some people express their deep appreciation in different ways. But one of the ways that I believe people express their appreciation to the rest of humanity, is to make something wonderful and put it out there,” Mr Jobs said.
Apple CEO, Tim Cook, said it was the “honour of a lifetime” to open the first-ever event at the Theatre.
“It was only fitting that Steve should open his Theatre,” Mr Cook said.
“Steve meant so much to me, and so much to all of us. There’s not a day that goes by that we don’t think about him. It’s taken some time but we can now reflect on him with joy, instead of sadness.
“Steve’s spirit and timeless philosophy on life will always be the DNA of Apple. His greatest gift, his greatest expression of his appreciation for humanity would not be a singular product but rather it would be Apple itself,” Mr Cook said.
For more information on Apple’s upcoming products and a rundown of specs, head over to the Apple website.