The long-awaited unveiling of Apple’s iPhone 8 and updates to the other stars of its product line including a new Apple TV 4K arrived today with the fanfare usually reserved for a major motion picture opening. The first event at the Steve Jobs Theater at Apple’s revamped Cupertino campus, the corporate show attracted a worldwide audience for its live stream.
The 10th anniversary of the iPhone marks a crucial event for Apple — the iPhone accounts for slightly more than 63% of the company’s total revenue as of 2016. Disney CEO Bob Iger was among those present.
“We have huge iPhone news for you,” said CEO Tim Cook, as he showcased the iPhone 8, iPhone 8 Plus, and the new iPhone X. The iPhone 8 will go for $699 in its base version. The iPhone X is $999 (just missing the rumored $1000 price point) and available for an October 27 order, shipping November 3. Cook later added that he believed Jobs “would be proud’ of the items announced today.
Apple stock was at $161.22 at the presentation start. It has held firm during the presentation.
Details from the 90-minute presentation:
iPhone 8: Available in Silver, Space Grey and Rose Gold, the iPhone 8 features a deeper strengthening layer in the glass, making it “the most durable in a smartphone,” and is sealed for water and dust resistant. It also has 25% louder speakers than the iPhone 7. The iPhone 8 features an A11 Bionic processor, 4.3B transistors, 6 cores, two high-performance cores, 4 high-efficiency cores (70% faster than A10), and a new 30% faster GPU.
Apple TV 4K: Supports both 4k and HDV, plus HD-10 and DolbyVision. A 10x chip in the new ATV4k, and Apple will automatically upgrade movies you own to 4k, and price all movies the same as HD. Netflix and Amazon services coming to ATV4k “soon.” Live sports and local programming will also be added for your cord-cutting pleasure, with live score updates in the TV app. Selling for $179, Sept. 15 orders taken, Sept. 22 ship date.
Apple Watch Series 3 with cellular connectivity: Tim Cook is claiming it is now the world’s most popular, eclipsing Rolex. Can communicate with exercise machines and do heart-rate sampling. Siri can now provide a voice, not just text. Watch is $399, $329 without cellular. Series 2 is now $249. Available September 22.
Angela Ahrendts also talked about Apple retail, with the larger stores now called Apple Town Squares.