Apple Special Event – September 12, 2017

Global technology giant Apple held their annual product keynote in the Steve Jobs Theatre at the new Apple Park Campus in Cupertino, Calif, yesterday. The event was started with an homage to the Apple founder and icon Steve Jobs using an old voice recorded message from the founder.

Chief Executive Officer, Tim Cook then took the stage to begin the event at the company’s new head office. Speaking about the tribute he said, “It’s taken some time, but we can now reflect on him with joy, rather than sadness.” The head office was designed by Jobs before his demise six years ago. Cook also spoke about Apple’s efforts in helping Hurricane Irma and Hurricane Harvey victims in Florida and Texas respectively. The new headquarters Apple Park was built using sustainable materials and will be the first campus to use 100% renewable energy with a solar paneled roof to generate power.

The special event was the launchpad for multiple new products the company has been designing including their rebranded retail stores, now called the Apple Town Houses. The Apple Town Houses will also hold a new program called ‘Today At Apple’ where people can come together to learn different art forms such as coding, designing and photography. The new Watch Series 3 was also launched, which for the first time will allow users access to Apple Music to stream its 40 million songs, podcasts or Beats 1 radio shows. Priced at $399, the new upgraded watch comes with built in cellular connectivity that can be used to make phone calls as well. The Apple watch will be available in stores from 22 September.

The Apple TV was also unveiled at the event and offers a 4K resolution to the users along with standard HDR. Apple’s latest streaming device will be partnering with Netflix and Amazon to offer their programming in super high resolution. The high end TV will also be available from 22 September and will be more tightly integrated with Apple Music in its new iteration.

The real stars of the event were the three new iPhone models. The first iPhone that created ripples in the smartphone industry had up to 16 GB storage space, 1400 mAh battery, 3.5 inch screen and a 2.0 MP camera. The newly launched devices, according to Tim Cook, are far more intelligent, far more capable and far more personal than ever before. The three new models are named iPhone 8, iPhone 8 Plus and the iPhone X, which is pronounced as iPhone ‘ten.’ Along with the color, the camera and software of the iPhone 8 and iPhone 8 Plus have been upgraded while iPhone X packs a whole new arena of features.