Well before Apple’s first media event at the new Steve Jobs Theater got underway on September 12, everyone knew that the Cupertino firm was readying a spectacular announcement.
That’s certainly what they ended up getting, too. Apple took the veil off not only the iPhone X, the most significantly revamped iPhone since the very first model back in 2007, but also the iPhone 8 and iPhone 8 Plus, a 4K-ready version of the Apple TV, and the first Apple Watch with built-in cellular connectivity.
FRESH ANNOUNCEMENTS ABOUT THE APPLE WATCH AND APPLE RETAIL
Very appropriately, the first person to speak as part of the event was Steve Jobs himself. In an audio recording, the late Apple co-founder spoke of technology as a gift for humanity - and his successor as Apple CEO, Tim Cook, then arrived on stage to remark: “It’s only fitting that Steve should open his theater.” He touchingly added: “We dedicated this theater to Steve because we loved him, and because he loved days like this, where we can share our latest products and ideas with the world.”
So, what is Apple’s largest product? According to Angela Ahrendts, it’s Apple Retail. The company’s Senior Vice President of Retail took to the stage to enthuse about recent introductions to Apple stores, including the Genius Grove and “Today at Apple” sessions. She also announced that Apple’s Fifth Avenue store will, late next year, reopen with a greatly expanded underground level and opened-up plaza - and a new Michigan Avenue store in Chicago will open on October 20 this year.
Apple’s Chief Operating Officer, JeffWilliams, followed up with various announcements about the Apple Watch. With watchOS 4, which will reach Apple Watch users on September 19, the heart rate app will include new measurements - including resting heart rate. Meanwhile, the Apple Watch is set to supply data for the new Apple Heart Study, which will analyze arrhythmias, including atrial fibrillation. The study’s first phase will reach the App Store later this year.
This story is from the September 15, 2017 edition of AppleMagazine.
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This story is from the September 15, 2017 edition of AppleMagazine.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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