Here is our five-minute-read that summarises what was announced by Tim Cook and his team in California with a focus on the two new iPhones.

The location:

For the first time, Apple made their usual September announcement at their new home right on the Steve Jobs Theatre at Apple Park a 1000 seat theatre.

The new multibillion-dollar campus ($5 billion with the land cost alone estimated at $160 million) in Cupertino California is located on a 175-acre suburban site.

It will house more than 12,000 employees, but its ecological footprint is low as Apple went to great lengths to make it as green as possible, including a green area that uses 80% of the site with around 7.000 trees and plants indigenous to the Cupertino area. The campus is also powered entirely by renewable energy with approximately 75% of its power being provided by solar panels installed on the roof, and the rest comes from fuel cells powered by biofuel or natural gas

Foster+Partners, a British architecture firm were contracted for the project; previous projects include Wembley Stadium, Canary Wharf Underground Station, Stansted Airport and London’s Millennium Bridge.

Construction started October 2013, and the campus is scheduled to be finished by the end of 2017.

Now, back to tech!

Apple’s iWatch Series 3



  • Call enabled device with an integrated electronic SIM (This new device functionality will require an extension of your mobile contract, so it uses the same phone number as your phone).
  • It will have direct internet connectivity so that apps can access the web.
  • Improved heart-rate tracking
  • Constantly calculating base HR
  • Detecting subtle, hard-to-diagnose symptoms of heart problems


  • Faster new dual-core chip
  • Antena built into the display
  • New W2 chip for low power wifi and Bluetooth
  • Barometric altimeter for workouts

Battery life:

  • 18 hour with mixed-use mode including a 30-minute workout
  • up to 3 hours of talk time on 3G
  • over 1 hours of talk time on LTE/4G/UMTS
  • 10 hours for indoor workouts
  • 5 hours of outdoor workouts with GPS
  • 4 hours with GPS and LTE
  • 10 hours music playback when connected to iPhone via Bluetooth

Apple TV


The new Apple TV finally enters the 4K domain taking advantage of this format to deliver crispier picture (4K uses four times the number of pixels than HD). But that’s not all regarding image quality; the new Apple TV also makes use of the new HDR10 (High Dynamic Range) for brighter, more realistic colours and detail. (Assuming your TV can handle both!)

Apple is also opening its platform to Netflix, Amazon’s Prime Video content and live sports streaming, so you no longer have to pick between hardware and provided content.

As a note when purchased1080p films will be upgraded to 4K/HDR versions at no extra cost, and there will not be a premium for 4K movies either.

The iPhone8


The new iPhone 8 features a new design with glass on the front and back of the phone but the same 4.7/5.5” displays as previous models.

Some key specs include:

  • Speakers are 25% louder
  • Microscopically sealed to make it water and dust resistant
  • AirPower wireless charging
  • True tone technology automatically adjusts white balance to match the light around you
  • More advanced 12MP camera with a larger/faster sensor and optical image stabilisation for photos/videos. Same wide angle/telephoto setup
  • Portrait mode on 8 Plus introduces facial landmarking to create dramatic studio effects
  • Faster CPU – A11 Bionic. Four efficiency cores that are 70% faster than A10 fusion, two performance cores that are up to 25% faster
  • Three core GPU is unto 30% faster than A10 fusion
  • 64GB, 256GB models

The iPhone 8 in 8 seconds video:

Onto the flagship phone of the season.

Apple launched it’s 10th Aniversary edition phone the iPhone X (Ten).

It also features the slick-looking glass case on its front and back and will come in space grey and silver.

Here are some of the specs and features:

  • Microscopically sealed to make it water and dust resistant
  • AirPower wireless charging
  • 5.8” “Super retina display” that stretches edge-to-edge
  • OLED (organic light emitting diode) screen
  • Face ID uses facial recognition as a form of authentication
  • Animoji – Interactive emojis that can be sent through the native messages app.

To note the LCD screens are built on a backlight, a panel as large as the screen produces a constant white light anytime the screen is on. A series of polarizers and filters are layered in front of the backlight to control the light and create the image you see on screen. A significant disadvantage is that keeping the backlight on draws a lot of power. With an OLED screen each pixel has a tiny amount of organic material that fluoresces when current flows, so the pixels produce light directly. Advantages of OLED displays is that they use less power and are typically thinner and produce more vibrant colours with a greater contrast ratio to LCD.

Also, the Face ID uses what Apple calls the TrueDepth camera module on the front of the phone to create a 3D mapped image of a face used to unlock the phone but and make payments with Apple pay. Machine learning allows Face ID to adapt to physical changes in appearance over time. Apple has described the accuracy of Face ID 1 in 1,000,000, this being there is a 1 in a million chance that someone else will be able to unlock your phone with their face.

If you want to know more about the event, the Verge has an excellent 15-minute edit of all the key announcements from the Apple keynote.

All and all the new iPhones seem to be a vast improvement on the current one. The real game-breaker in our opinion is the OLED screen and FaceID (controversy aside), the phone is also set out to be the first flagship phone that’s keen to explore AR further, and we’re interested to see how this will shape future applications in the marketplace and on the B2B side.

Regarding full functionality, we need to wait to get our hands on the new iPhone(s). Keep an eye out in November as we’ll do a proper unboxing of the new iPhone X.

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