Apple launches nowadays do not contain many surprises, thanks to the endless wave of leaks before the event, but that does not mean they are not interesting.
In addition to the usual spray of superlatives and the mandatory video's with the bodyless voice of Jonathan Ive, there were some fascinating moments and movements during the launch of the iPhone XS, iPhone XS Max, iPhone XR and Apple Watch 4.
It is clear that the Apple Watch remains a big deal for Apple and that Apple's own chip-mongers are doing amazing things with implications for more than just iPhones.
1. Tim Cook introduced everyone to Twitter
Shortly before the keynote, Tim Cook tweeted the message: "No. Who can get it here soon?" Hardly had he posted it than he had removed it, although a screen of Twitter users with an eagle's eye first grabbed (like us) .
The keynote then began with a video in which an Apple employee raced to the Steve Jobs theater to deliver a mystery case – which appeared to contain the clicker Tim Cook uses on stage, the "it" to which he in his tweet.
Personally we had enjoyed the unveiling as the much delayed AirPower, but it is an Easter egg of marketing: if you saw it, you would appreciate the video much more.
2. Apple & # 39; s ambition: to save your life
Apple wants the Apple Watch & # 39; an intelligent guard for your health & # 39; is, an expression that was used three times during the keynote. Fall detection with automatic SOS will appeal to the baby boomers market – buyers of Apple II and early Mac are now far in their gray years – while low heart rate detection and the ability to take an ECG significantly extend their medical monitoring capabilities.
The technical effort spent on the improved accelerometer and the dual-core 64-bit S4 processor shows that Apple regards the Watch as a long-term investment.
3. Apple does not give ten things
After a year of trying and failing to convince the world that the & # 39; X & # 39; in & # 39; iPhone X & # 39; as & # 39; ten & # 39; is pronounced, Apple does not give up: the iPhone XS is apparently pronounced as "ten ess", that of course it will end up as "tennis". That means that the XR is the "tenner" or "tena" if you want to make jokes about an incontinence pant, and the bigger XS is the maximum length of ten.
We think it's a doomed business: try if we can, we can not convince our brains that "XS" says something other than "XS". It's Prince's wriggle all over again.
4. Apple chips are coming to the Mac
It is clearly not a question of if Apple will replace the Intel processors on its computers. It is just a matter of when. The engineering that has taken the A12 Bionic system is exceptional. Compared to last year's model, it is from 600 billion operations per second to 1.5 billion; its performance centers are 15% faster with 40% lower energy consumption and it is the first seven nanometer chip in the industry.
The A11 was soon enough to deliver performance at the desktop level; the A12 is even more impressive. Imagine how fast the A14 and A15 will be.
5. The range of the iPhone is very large and a bit confusing
The iPhone XR may be the starting level of the three phones of today, but it is not the entry-level iPhone: that role comes to the iPhone 7, which is for sale for $ 449.
The iPhone 8 and iPhone 8 Plus are still in the line-up for $ 599 and $ 699 respectively.
However, we can not imagine that they will sell in large numbers: the iPhone 8 Plus looks pretty redundant when the iPhone XR has a larger screen and a much better camera system for not much more.