Yesterday technology giant Apple held their September keynote address, where they unveiled a series of updated products to be released in the next few months. Consumers were anxiously awaiting the announcement, though reactions from analysts and social media following the keynote have so far been mixed.
Possibly the most exciting release announced was the new Apple TV box. While TV boxes are hardly a new development, the Apple TV hopes to bring something new to the table. Physically similar to the old Apple TV, the new model features a new operating system (tvOS), Apple staples Siri and the App Store, and a re-imagined motion sensor remote. Through the App Store, consumers will be able to watch films and TV shows from services such as Hulu and Netflix, as well as play video games. The motion sensor remote acts as the controller, similar to the controller of the Nintendo Wii. The only question remains whether people are interested in playing casual games such as these on their TV, or whether the Apple TV will produce games to attract a less casual audience base.
Also announced was the Apple iPad Pro – a larger 12.9 inch iPad with a 64-bit chip, promising to provide “the power to easily take on tasks that were once reserved for workstations and PCs.” Apple highlighted the ability to create and edit images and movies, with apps such as iMovie, as well as performing general business tasks. A Smart Keyboard is one add-on available, mirroring Microsoft’s Surface Pro keyboards and the growing range of tablet-laptop hybrids available. One controversial add-on is the Apple Pencil – a highly responsive stylus – a concept former chairman Steve Jobs had been firmly against. While new for Apple, styluses have been a staple for tablets, especially drawing tablets, for a long time. With the iPad Pro, Apple clearly hope to capture the productivity market, especially as more and more consumers move to working on tablets.
The Apple Watch saw an upgrade to allow apps to run natively on the device, with Facebook, GoPro, and numerous fitness apps announcing their availability. New colours, designer faces and straps were also showcased, for consumers who are seeking style as well as functionality.
The most routine part of the announcement was the unveiling of the new iPhone 6s and iPhone 6s plus. This new iPhone promises 4k video, a 12 megapixel camera, a processor boost, and the interesting “3D touch” feature. With 3D Touch, the pressure of your touches on the phone’s display impacts what happens. While this will clearly take some getting used to, it may be very helpful provided it works well. A long requested feature added to the iPhone 6s and 6s plus is the new screen – supposedly made of the strongest glass on any smartphone available. This is arguably the best feature on any iPhone to date, given the frequency and ease of smashes on previous models.
Overall, the Apple keynote brought no real surprises. With the Apple TV and new iPad Pro, Apple appear to be keeping up with their competitors. Beyond 3D Touch and a hopefully smash-proof screen, the new iPhone brings little new to the table, and the Apple Watch upgrade is hardly turning any heads on its own.