As usual the presentation was perfectly orchestrated with videos, music, speech etc… As usual, Apple managed to turn the presentation and launch of new products into an intense and almost moving moment.
Tim Cook started with the announcement of the iPhone 6 and iPhone 6 Plus that he describes “were the best iPhones created by Apple so far.
As explained by the next speaker, Apple has planned from the very beginning to create two phones with two different sizes this time (4.7 and 5.5 inch), thinner (6.9mm and 7.1 mm compared to the 5S that was already 7.6mm), with more pixels, more curves and basically a unique design. The retina has been improved to become the retina HD display. Following the iPhone 5 issue with battery, Apple announced the battery of the iPhone 6 and 6 Plus will be highly improved. The handset will ship in gold, silver and space grey from $199 for 16GB iPhone 6 to $499 for iPhone 6 Plus 128GB from September 19th 2014. Apple has also announced the release of Ios 8 on September 17th.
Described as the best smartphone available, Apple has again changed the game by improving its most famous products on every level.
Another massive announcement was Apple Pay. As explained by Tim Cook, “our vision is to replace wallet and we are starting by focusing on payment.” As he explained: ‘We are totally reliant on the exposed numbers and the outdated and vulnerable magnetic stripe interface which is 5 decade old and the security code that is not so secured.” According to him, the reason why payment solution did not work so far is that new product were created on a business model that was built around an organisation self- interest instead of focusing on the user experience. Apple Pay will changed the payment solution.
Built-in the new iPhone 6 and 6 Plus, the Apple Pay is based on Apple’s users credit cards that have already been stored on iTunes allowing easy and fast digital payment. Apple Pay will allow users to synchronize their credit cards with their phones instantly. And to add a new card will be as easy as taking a picture of their card that will be added to their wallets after their banks has approved and confirmed. A very interesting feature that has been created for security reason is the credit card storage system. Apple will not store or share users’ credit card numbers but instead create a device-only account numbers suitable for payment. Find my iPhone will also allow users to easily suspend all the payments from that device instantly.
Apple also used that occasion to reinforce their relationship to data ‘We are not in the business of collecting your data.” As Tim Cook explained in an interview with Charlie Rose, Apple sells products such as the iPhones, iPod, Mac and is not interested in collecting data to sustain its business. Apple Pay partnered with major credit card brands – AMEX, Visa and Mastercard and big banks and has been enabled in some of the biggest retailer in the US such as Macy’s, Subway, staples, McDonalds, wholefoods, Disney, Groupon, Uber, etc…Apple Pay will be launched in the US in October 2014.
And last but not least is the Apple Watch that was described by Tim Cook as ‘a new chapter in Apple’s story’ by marking the first step of Apple into the wearable field.
The Apple Watch is highly customizable with a rich design store. It will come in two different sizes and three different collections: Watch, Watch Sport and Watch Edition. The Apple Watch works in conjunction with the iPhone 5, 6, 6 Plus.
It also allows you to connect and communicate with your loved ones directly from your wrist or with the help of Siri that has been integrated within the watch. It is also a comprehensive health and fitness device.
One major change to the digital watch that Apple created is the digital crown that ‘translate rotary movement into digital data’ which means that instead of tapping on your small watch, the digital crown will allow you to navigate easily on your device.
The Apple Watch is the company very first wearable product that will be shipped beginning 2015 starting $349.
Oh and if you have not watch the event, check it out here: