The event started with a short movie showing an Apple employee running around the Cupertino complex, performing various feats of parkour, with an urgent package to deliver to Tim Cook. Is this the new iPhone or Apple Watch to be unveiled in the presentation?
It turned out to be the slide clicker to go through the presentation!
Tim Cook, part-time movie star, full-time Apple CEO, came out in the same clothes he was wearing in the movie to warm applause and cheers. He announced that Apple had just celebrated another milestone – this time that the company was about to ship its two-billionth iOS device.
The first announcement was the much anticipated Apple Watch Series 4 with notable design and engineering improvements which Cook described as “the definitive intelligent guardian for your health”.
Next came the big announcements on the next models of iPhone. Cook said: “The iPhone X has changed the industry and today we’re going to take iPhone X to the next level. I’m excited to show you what is by far the most advanced iPhone we have ever created.”
Phil Schiller, Apple’s Senior VP of global marketing, took to the stage to go through the iPhone Xs and Xs Max. We will go into far more detail of what these babies can do in the next issue - but, straight out of the gate, their starting costs will range from $999 to $1099 depending on memory size. Both devices will be available in a 512GB model, with pre-orders beginning on September 15.
The new iOS was discussed along with improvements to the Apple HomePod before the “one more thing” finale which, this year, was the iPhone XR. Again, we will look at the budget member of the line in the next issue, but prices will start at $749 with pre-orders starting on October 19.
APPLE WATCH
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