Philipp Schiller at the Apple presentation

Today, September 12, Apple introduced new models of iPhone smartphones and other gadgets. the site talks about how the presentation went, which began at 20:00 Moscow time. Face unlocking, new camera features, animated emojis and high prices - all the details in our material .

The presentation of new iPhones is a whole event not only in the IT world, but also in mass culture, because Apple devices have long turned into objects of cult: some dream of them and are ready to stand in lines for many hours in order to be among the first to buy the desired new product, others treat them with contempt fans of Steve Jobs are being ridiculed to similar hype. There are, of course, those who are neutral, but, let’s be honest, they are a minority. It's no surprise that the annual presentation latest models Apple's iPhone event is becoming one of the most anticipated events.

This year, the venue for the presentation (which, by the way, coincides with the 10th anniversary of the release of the first iPhone) was the newly opened Apple Park campus in Cupertino, California, where representatives of the world's leading media gathered. Those who were not lucky enough to get into the hall named after the company’s founder, Steve Jobs, could follow the online broadcast of the presentation on several platforms at once. However, some managed to satisfy their interest even before the start of the event, because no matter how hard the company tried to prevent leaks, some of the data about what the new smartphones would be like still ended up online.

iPhone 8 Plus

The screen sizes have not changed - 4.7 and 5.5.

The new iPhone 8 is glass. So was the iPhone 4s.

The A11 processor is the most powerful in iPhone history. It has six computing cores.

New models are not afraid of water.

A separate conversation about the camera: Apple claims that the iPhone 8 has the best video camera among all smartphones in the world. Vertical dual camera, resolution 12 megapixels, aperture 1.8 for the main and 2.8 for the front, optical stabilization.

The iPhone 8 Plus camera will be able to darken the background in portrait mode.

The new iPhones will feature wireless charging. And charging will be fast.

Wireless charger

There are stereo speakers.

The new iPhone 8 and 8 Plus will support augmented reality (AR).

AR in iPhone 8

$700 for iPhone 8, $900 for iPhone 8 Plus.

— It's an iPhone Ten, not an iPhone X, meaning X is pronounced "ten."

Screen resolution- 2436x1125.
Diagonal- 5.8 inches.
Double vertical chamber.
Two colors- black and silver.

The camera is equipped with a special portrait mode that will allow you to take beautiful selfies.

— There is no longer a “Home” button: now the transition to the desktop is carried out with the “swipe up” gesture. To go to the list of applications, you need to do the same swipe - but do not release your finger, but hold it on the screen.

— Welcome to Face ID: unlocking is now done... with your face! The smartphone will create a mathematical model of the face and recognize its owner. It is almost impossible to deceive the device: the iPhone recognizes you even in the dark, and if you change your hairstyle or put on a hat. But if you try to slip a photo into the gadget instead of your face, nothing will work, access will be denied. If you look past the camera, unlocking will not work either. But what about twins? But the twins will have to come up with passwords :) Payment in Apple Pay will also be via FaceID.

It sounds cool, but while Craig Federighi was talking about the miraculous capabilities of the new device, FaceID didn’t work right on stage... Failure.

iPhone X recognizes beard

— You can lock your iPhone by swiping. Siri is called by the Power key. Charging is also wireless.

— Joy for creative people: using the True Depth camera, you can create animated emoji yourself that will repeat the owner’s facial expressions. This was shown using the example of the most famous of the emoji clan - a cheerful poop, which can now be made sad. It turns out that many were waiting for this.

— Prices: from $999 for 64 gigabytes, $1150 for 256 gigabytes.

— The battery in the iPhone X will hold a charge two hours longer than in the iPhone 7.

The first product that Apple presented at the event was a watch. Apple Watch- the most popular watch in the world, ahead of even Rolex.

At the presentation they talked about the new model apple watch Watch Series 3 and new watchOS 4 software, which will be available to owners all hours Apple is already September 19th.

Tim Cook unveils Apple Watch

First, the public was shown a video about a new watch model, or more precisely, about how it helps healthy image life. In the video, by the way, phrases in Russian were heard: “Hello, Apple”, “A cyborg is writing to you from Russia” and Every day I become the best version myself".

What has changed in the new watch model? Much! Now they can be used separately from the smartphone. Receiving calls, reading messages and listening to music via streaming is a piece of cake! The number remains the same. Also, the watch can now track new types of activity: for example, if you are not exercising, and your heart rate suddenly increases, the watch will definitely warn you about this - it will display the pulse value directly on home screen. Plus, the watch will learn to track changes in altitude.

All this will become available with the release software. Pre-orders will be available starting September 15th.

Tim Cook's commencement speech

The event was opened by Apple CEO Tim Cook, who replaced Steve Jobs in this post. First of all, he said that he loved Steve Jobs' voice (it sounded before the start), and then he talked about what his late friend was like and about Jobs' views on life.

Then news from the life of the company began: about the Apple campus, the Today at Apple program, where everyone is taught photography, programming and other mobile arts. Plus, of course, there was some charity: Tim Cook invited those gathered to donate money to the victims of Hurricane Irma - through iTunes and the App Store.

Then Angela Ahrendts, Senior Vice President of Retail and Internet at Apple, appeared on stage and spoke about the state of sales at the company. Nothing new: Apple is doing great with this.

When will it be possible to buy in Russia

Versions of the premium iPhone with 256 and 512 gigabytes - 98 thousand 990 rubles and 109 990 rubles, respectively. Pre-orders, according to Apple representatives in Russia, can be placed immediately after the presentation, but sales will not start soon.

In other countries, people are already lining up outside Apple Stores.

Photo Gettyimages.ru

At the start of sales, the cost of last year’s flagships iPhone 7 and 7 Plus in the Apple online store for Russian users was 56.99 thousand and 67.99 thousand rubles. respectively (for models with 32 GB memory). Most expensive iPhone version 7 Plus with a memory capacity of 256 GB cost 85.99 thousand rubles.

Official deliveries of Apple products to Russia are handled by a local division, Apple Rus LLC, 99.5% of which belongs to the Dutch Apple Holding B.V., the remaining 0.5% to the Irish Apple Distribution International. Some retailers enter into direct contracts with Apple’s Russian subsidiary for the sale of products. Such contracts, for example, have retail chains mobile operators MTS, MegaFon and VimpelCom (Beeline brand), as well as the M.Video and Re: Store networks. There is also official distributors Apple in Russia is the companies diHouse, Merlion and OCS, a representative of one of the online retailers reminded RBC. For example, Yulmart, Ozon, and Eldorado operate through them.

In 2014, Apple began advertising its smartphones in Russia for the first time. Then, according to the industry publication AdIndex, the manufacturer spent 188 million rubles on promoting the iPhone. VAT included. For comparison: the advertising budget of Apple's main competitor is Korean Samsung Electronics - was an order of magnitude larger that year - 1.87 billion rubles. However, Samsung advertises in Russia not only smartphones, but also all its other products - household appliances, video and audio equipment, etc. Apple, as follows from Mediascope data, promotes exclusively the iPhone in Russia. Last year, according to AdIndex, 572 million rubles were already spent on iPhone advertising.

Sales of the new iPhone this year will also be accompanied by a campaign on TV and outdoor advertising, representatives of two media companies aware of the advertiser’s plans told RBC. According to them, iPhone X advertising may appear in November. A representative of the OMD Optimum Media group, which purchases advertising for Apple in Russia, declined to comment.

Apple traditionally does not disclose figures by region. What is known is that, globally, in 2016 iPhone sales amounted to 211.88 million units, which is 8% less than in 2015. Apple's revenue from this product decreased by 12%, to $136.7 billion. In the third quarter of the 2017 fiscal year (ended July 1), Apple sold 41.03 million iPhones worth $24.85 billion, which is 2% more in unit terms. than for the same period in 2016, in monetary terms - 3% more.

The revenue of Apple's Russian subsidiary, according to SPARK, in 2016 amounted to 123.56 billion rubles, which is 1.7 times more than in 2015. The company's net profit at the end of last year amounted to 6.45 billion rubles.

Apple quotes on NASDAQ during the presentation grew by 1.5%, to $163.9 per share, but after its completion the price was adjusted

Last year, Apple introduced its brand smartphone iPhone 7, and in September 2017 the 8th and 10th anniversary models of the popular device will be released.

Most likely, the manufacturer is aiming for an annual global update of the smartphone in order to withstand competition with one of the market leaders mobile devices– by Samsung.

Since from iPhone release 11 we are only about one year away from waiting, it is already quite possible to guess what this device will be like. IN global network Various rumors have already begun to leak out. We have collected them all in this article to have an idea about the future smartphone.

release date

Increasing competition in the mobile device market is causing a decrease in the time needed to develop new gadgets. The exact release date of iPhone 11 is still unknown.

Considering that the last few iPhone models were released in September of each year, we can assume that new iPhone 11 will appear in the first month of autumn 2018.

Design

There is no word yet on what the design of the new smartphone will be, but it will likely be largely determined by the display used.

Today, consumers value not only the large screen diagonal, but also the compact dimensions of the device body, so the front surface area of ​​the device should be used as efficiently as possible.

Ideally, it should be completely used for the display, but this is impossible to implement, since space is required for the earpiece, front camera and proximity/light sensors.

It is quite possible that appearance The case will not be too different from the iPhone 10, for which a significant redesign was made in honor of the tenth anniversary of the branded device. In this case, the screen will become frameless, and the Home button will be removed at the bottom.

It is likely that leaked sketches of the smartphone in the future will confirm or refute these assumptions.

Display

Lately there have been rumors of collaboration between Apple companies and Samsung in the display area. Presumably, Apple wants to use OLED technology for its future devices. Thus iPhone display 11 may be curved.

Since the display diagonal of the upcoming iPhone 10 is 5.8 inches, the screen dimensions next version smartphones can be further increased. There are rumors that Apple will release two variations of the new model with 5.28- and 6.46-inch displays.

Many manufacturers have begun to pay a lot of attention to technology support in their devices virtual reality. Even though 4K technology is still not very common among mobile devices, it is likely that the iPhone 11 display will support 4K technology.

Cameras

Apple always strives to improve every detail in new iPhone models, so the camera is unlikely to be an exception. The 10th model was expected to be able to shoot 4K video at a frame rate of 60 fps.

But then experts expressed the opinion that such a possibility would most likely be implemented in subsequent models. Taking into account rumors about a 4K display, for the 11th iPhone models Implementing a 4K video function seems quite reasonable.

There were rumors that the frontal iPhone camera 10 will also be able to record HD video. The new smartphone will appear very soon, and if this feature is not implemented in it, it can be expected in the iPhone 11.

Taking into account the development trends of flagship devices, the main camera can use two lenses and support face recognition, Live Photo, optical stabilization, 3D-4K and others.

Memory

Since Apple releases its smartphones with different amounts of internal storage ranging from 16 to 128 GB, and the iPhone 10 comes in two variations: with 64 and 256 GB of memory, it is difficult to predict how much ROM capacity should be expected in the 2018 model. But you can be sure that the manufacturer will not add support for microSD cards.

A variation of the 10th smartphone model received 3 GB of RAM. It is quite possible that the volume random access memory in a subsequent model it will be further increased to 4 or even 6 GB.

However, as you know, all applications in iOS consume hardware resources, including RAM, as efficiently as possible, so you can hardly expect a significant increase in RAM, since this makes no sense.

CPU

The main supplier of chipsets for Apple devices is a TSMC company. The iPhone 10 has a six-core Apple A11 Bionic chip, manufactured using 10nm technology and using the ARMv8-A architecture.

As you know, this is TSMC's own development, and if it is successful, it is quite possible that the new and improved version will be used in the iPhone 11, the characteristics of which should be improved. Most likely it will be an 8-core Apple A12 processor with 64-bit architecture.

According to the manufacturer, the new chipset received a significant increase in performance and began to consume significantly less energy.

Touch ID technology

Recently there have been rumors that Apple has decided to get rid of Home buttons in favor of increasing the screen.

But this key was equipped with a fingerprint scanner, which casts doubt on the use of this technology in future devices. Instead, the plan is to use new facial recognition technology, which may not be reliable enough.

The iPhone 10 smartphone has become the first device since the 5th model that will not have Touch ID. If facial recognition technology doesn't pay off, it's quite possible that Touch ID will return in the next version of the smartphone.

Compatibility with VR devices

Apple has held a patent for the production of virtual reality headsets since last year, for which future iPhone models will be used.

The image quality will directly depend on the resolution of the smartphone display. Thanks to the new technology, users will be able to enjoy bright, three-dimensional images.

The virtual reality helmet itself will resemble the one released Samsung Gear VR The main differences will be ease of use and more compact size of the device.

Network (5G) and data transmission

As you know, by 2020 it is planned to introduce the new generation 5G communication technology. According to the specification, new wireless network characterized by the highest data transfer speed, high throughput and minimal response time. It is expected that Apple specialists will implement support for the new technology in the iPhone 11.

additional characteristics

Since there is currently no confirmed information about the iPhone 11, we can only go by rumors. According to one of them, the smartphone will use a non-standard battery shaped like the letter “L”.

With the growing popularity of electronic assistants, Apple specialists will want to use an improved Siri to successfully compete with Google Assistant and other analogues.

Despite the fact that many Android smartphones have been using the technology for a long time wireless charging, Apple specialists can significantly improve it and use it for new smartphones.

This review did not include rumors about a large number of other technologies, since their practical implementation is still far from ideal (for example, about a folding screen). As you know, Apple focuses on the experience of other manufacturers in order to provide its customers only with the best and proven technologies.

1. All declared battery characteristics depend on network settings and other factors; Actual operating times may differ from those stated. The battery allows a limited number of charging cycles. After some time, the battery may need to be replaced by an authorized service center Apple. Battery life and number of charge cycles vary depending on device settings and usage. More details on pages and.
2. iPhone 8, iPhone 8 Plus, iPhone XR, iPhone 11 Pro, iPhone 11 Pro Max, and iPhone 11 are splash, water, and dust resistant and tested in specially maintained laboratory conditions. iPhone 11 Pro and iPhone 11 Pro Max are rated IP68 according to IEC 60529 (submersible in water up to 4 meters for up to 30 minutes); iPhone 11 is rated IP68 according to IEC 60529 (submersible in water up to 2 meters for up to 30 minutes). iPhone 8, iPhone 8 Plus and iPhone XR are rated IP67 according to IEC 60529 (submersible in water up to 1 meter for up to 30 minutes). Resistance to splashes, water and dust may decrease due to normal wear and tear. Don't try to charge a wet iPhone: Wipe and dry it according to the instructions in the user manual. Damage resulting from contact with liquid is not covered by the warranty.
3. The display is a rectangle with rounded corners. The diagonal of this rectangle without taking into account the roundings is 5.85 inches (for iPhone 11 Pro), 6.46 inches (for iPhone 11 Pro Max) or 6.06 inches (for iPhone 11, iPhone XR). The actual viewing area is smaller.
4. Cost 199 rubles per month upon completion trial period. Single subscription to a Family Sharing group. Offer valid for 3 months after activation of eligible device. Subscription renews automatically until cancelled. There are certain restrictions and other conditions.
5. Cost 199 rub. per month after the trial period ends. Subscription renews automatically until cancelled. You can cancel your subscription at any time.
6. The cost of an individual subscription is 169 rubles. per month after the trial period ends. You can unsubscribe at any time. Once the trial period ends, your subscription will automatically renew until cancelled.

iPhone X will officially be available for purchase in Russia from November 3, 2017. If you are going to buy new smartphone from Apple in America, then it will cost you 999 dollars (57,000 rubles), but in Russia the iPhone 10 will cost 79,990 rubles (64 Giga model)! By the way, in the Russian Federation it will be sold at the highest price. Will this stop Apple fans? I doubt!

Don’t forget to look: iPhone 7 RED – copy for 6690 rubles!

Characteristics and description of iPhone 10:

• Screen 5.8 inches, resolution 2436:1125
• New and powerful processor Bionic A11 at 2.5 GHz and 6 cores
• Memory 64 and 256 GB
• Dual 12 megapixel camera with dual optical stabilization and portrait mode. Shooting in 4K (60 fps)
• Wireless charging + fast charging(more than 50% in 20 minutes)
• Included with purchase: lightning headphones, charging, cable, adapter for headphones with lightning to 3.5 mm

What is the difference between iPhone X and iPhone 8:

iPhone 10 is a completely new model in the generation of smartphones from Apple. The first thing you can immediately notice is the absence of the legendary round “Home” button, which has always distinguished Apple products from other phones. Now this function is performed by a simple upward movement - swipe. If unlocked using Touch ID, then in iPhone 10 this function is performed by the revolutionary Face ID technology. Face ID scans your face and removes the block. It is known that during the first scan the system remembers 30,000 points of your face and if you decide to change your image, Face ID will still give you access, even in the dark, which is very important.

The rear dual camera on the 10 is now vertical and makes photos even more professional. The screen resolution has also increased, making it more convenient to watch widescreen videos and photos. If the iPhone 8 and 10 are both made of high-strength glass, then the iPhone X has a chic metal-aluminum side edging that further protects from dust and water, making the smartphone as secure as possible and at the same time attractive. And finally, in the top ten new technology from Apple – bionic A11, which speeds up all processes in the phone and saves charging, making it faster than the 2017 MacBook Pro.

One cannot help but mention animated emojis and augmented reality. The developers managed to bring these two interesting functions to perfection. new level. Now, thanks to the front camera of the new iPhone 10, emoji (emoticons) will be able to follow the contours of your face and convey your emotions. Sharing such emoticons with friends is really fun, but nothing more. As for augmented reality, using the ARKit tool you can distort reality through the camera and bring completely wild things into it.

Frameless iPhone X will be on sale very soon and, undoubtedly, it will be in great demand on the market, given that the start of sales of the iPhone 8 (Plus) failed and this is not surprising, because everyone is waiting for the main king of the party!