Apple unveiled the new iPhone 7 shipping with iOS 10.
Tim Cook opened the presentation of the iPhone 7 with the announcement that Apple sold 1 billion iPhones to date.
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Apple unveiled the new iPhone 7 running iOS 10 out of the box and new refined design. The lead iPhone 7 is the new jet black iPhone 7 Plus with dual lens camera. There is another black color, just called black.
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Jony Ivy says that the antenna lines have moved inside the enclosure are basically invisible. The Home button is as rumored force sensitive and works with a new Taptic engine.
The iPhone 7 is IP67 water-proof.
Apple redesigned the camera system with many new improvements. The new front camera is 7MP, up from 5MP.
The dual camera is exclusive to the iPhone 7 Plus. One is wide angle and one is telescopic. There is a new zoom button on the camera app. Tapping takes a zoom photo. This looks pretty magic. The system supports 2x optical and 10x software zoom.
The dual lens camera supports DSLR like portrait photos. The system automatically blurs the background. The feature is live rendering of the blurred background. The DSLR feature is coming later this year as a software update.
The iPhone 7 has stereo speakers. One is on top and one on the bottom. The volume is twice as loud and the sound is better than at the iPhone 6S.
Apple iPhone 7 supports EarPods via Lightning. The death of 3.5mm audio jack is officially dead.
The AirPods are official. Apple developed wireless earbuds. The AirPods run for 5h on battery. The AirPods come with a charging box. Apple developed its own wireless chip called W1.
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Apple updated the screens well making them 25% brighter, wider color gamut, cinema standard, color management and 3D Touch.
The iPhone 7 runs on the A10 Fusion. The A10 Fusion is 40% faster than the A9. It has different cores for high performance and for high efficiency.
Apple says that the A10 Fusion is the most powerful smartphone CPU. The battery life on the iPhone 7 is the longest ever in an iPhone.
iPhone 7 starts at $649 with 32GB. Other options are 128GB and 256GB.
iPhone 7 Plus starts at $749.
Apple also increases storage on the iPhone 6S.
The iPhone 7 pre-order begins Friday. Shipment begins on September 16. iOS 10 release is on September 13. AirPods are just $159.
The Apple media event on September 7 defines the most important sales quarter for Apple. The iPhone is still by far Apple's most important product. All the growth comes from the device that is in its 9th year. In 2018 Apple will celebrate the 10th anniversary of the iPhone with a new design and OLED screen technology.
Apple presents the new iPhone 7, Apple Watch 2 and more new hardware at the Bill Graham Auditorium in San Francisco. The Apple iPhone 7 keynote is led by Apple CEO Tim Cook. He is joined by members of the executive team presenting the new products. Besides the new hardware, Apple is making the upcoming major operating systems macOS Sierra, iOS 10 and watchOS 3.
It is key for Apple to present the iPhone 7 in a way that existing iPhone 6 and iPhone 6S owners will want to upgrade. Without the existing costumers, the iPhone 7 will not be a sales success. With smartphone sales falling, it is imperative for Apple to have a successful iPhone 7. Apple's stock (APPL) was quite steady over the summer. Investors seem to have still trust. Apple needs to deliver a strong Holiday quarter to keep that trust.
The September 7 keynote brings also the big numbers of Apple's success. Apple Store and Apple Music statistics are a staple in Apple Media events.