Apple announced the new iPhone 13 series, new version of its wearable Apple Watch and also updated their iPads.
The iPhone 13 comes with a faster A15 chip, a brighter display, and a battery life of up to 2.5 hours longer, and comes in new colours including pink, blue, “midnight starlight” and red.
The iPhone can film “portrait mode” videos with a depth of field effect. The new cinematic mode “anticipates when someone is about to enter the frame” and shifts focus to them, Apple said – something known as “pull focus”.
It is the only smartphone that lets users edit this effect after shooting, Apple boss Tim Cook said.
The new iPhone will also have up to 500GB of storage with its lowest available storage rising to 128GB from previous models’ 64GB.
Apple was also keen to stress its green credentials, saying the phone used many recycled materials including antenna lines made from plastic water bottles, it said.
Apple also launched an iPhone 13 Mini, Pro and Pro Max.
The iPhone 13 Pro and Pro Max contain three cameras and what Apple calls “its most advanced camera system yet”.
Its premium models include a Super Retina XDR display and ProMotion – which delivers adaptive refresh rates of up to 120Hz.
This allows for smoother scrolling, animations, and gameplay.
Despite concerns of price hikes due to global supply chain woes, the lineup is thankfully priced the same as last year, starting at $699 for the Mini and going up to $1,099 for the Pro Max.
Series 7 Watch
Apple also announced a new version of its wearable Apple Watch.
The Series 7 brings the first redesign to the watch since 2018, and will be slightly larger.
The new size can fit almost 50% more text on screen, and has a keyboard to input text. It is also dust-resistant for the first time.
Apple Watch iOS 8 will also be able to automatically detect bicycle rides, including e-bikes.
Apple accounts for 47% of the global smartwatch market, according to research from CCS Insight.
“At first glance the latest Apple Watch is another iterative update, but the larger screen allowing bigger virtual buttons and a full qwerty keyboard should certainly improve usability,” Leo Gebbie, principal analyst at CCS Insight said.
He said he had expected to see a longer battery life, as “owners continue to clamour for smartwatches to last longer”, but that was not announced – even if faster charging was.
“Despite these concerns, the Apple Watch continues to sell in record numbers and dominates the smartwatch market by a distance,” he added.
Apple has also launched a new version of its iPad. Tim Cook said its iPad sales had grown by 40% in the past year.
It will be powered by the A13 chip, with 20% faster performance from its previous iteration. Apple said this was up to “three times faster than the Chromebook”.
Those cheap styles of laptop exploded in popularity last year as schools shut down during the pandemic.
The new iPad starts at $329 and has a discounted price of $299 for schools.
A new iPad mini was also launched, with USB-C functionality, Apple pencil support and no home button using a lock button on the top for Touch ID instead. Prices start at $499.
Apple said the new iPad and iPhone are available from next week, but the the new Watch will be available “later this fall”.