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2015-09-10 10:47:15
9 September 2015
Apple has unveiled a larger iPad tablet, a TV box with its own app store and
new iPhones that can detect how firmly their screens are being pressed.
The firm suggested the iPad Pro was suited to work tasks, video games and both
editing and watching movies.
Sales of the company's earlier iPads had been on the decline.
Apple said the "3D touch" feature of its new phones "transformed" the
experience of using them by making it easier to use and switch between apps.
Huawei demonstrated its own version of the feature - which it called "force
touch" - at its own launch event last week.
Bigger iPad
The iPad Pro has a 12.9in (32.8cm) display, making its shortest edge the length
of its earlier iPad Air 2's height.
Apple sold 19% fewer iPads between the start of October and the end of June as
it did during the same period a year earlier.
One expert suggested that the new model could reinvigorate sales.
Image copyright Apple
Image caption The iPad Pro's bigger screen may appeal to people wanting to work
in split-screen modes
"As much as the iPad is experiencing some challenging times, it's vastly more
successful than any other tablet on the market and it's still a multi-billion
dollar business," said Geoff Blaber from the CCS Insight consultancy.
"Moreover, what's happened is there's been cannibalisation from larger screened
iPhones.
"A larger-screened iPad should definitely breathe some life into the category.
But the price will be a barrier for many."
Image copyright Apple
Image caption Apple announced a new stylus and keyboard cover for the larger
iPad
Apple said the new tablet offered similar processing power to 80% of the
portable PCs that were sold over the past six months.
The iPad Pro will be launched alongside an optional magnetically-connected
keyboard - which resembles a similar accessory for Microsoft's Surface tablet.
In addition, the firm announced a stylus called the Apple Pencil, which has
sensors in its tip to help mimic the effect of using a real pencil on paper.
Image copyright Apple
Image caption One demo showed how the pressure-sensitive stylus could be used
to edit anatomy images
The announcement is notable since the firm's ex-chief executive Steve Jobs said
in 2010: "If you see a stylus, they blew it."
Apple said the iPad Pro should run for 10 hours of use between charges and
would be available in November and range from $799 to $1,079 ( 520 to 702)
depending on its level of storage and 4G connectivity.
The Pencil costs $99 and the keyboard $169.
Analysis: Dave Lee, North America technology reporter
Image copyright Apple
Tablet computing is great, but it could be said that the iPad's Achilles heel
was that it was great as a consuming device, but if you wanted to really do
something, get work done, it wasn't ideal.
Apple is trying to address that with the iPad Pro. It's enormous, but not
bulky, even if it does come in heavier than the original iPad at 1.67lbs
(0.76kg).
Crucially, it has some intriguing input devices.
It's easy to scoff at Apple making a crowd cheer and whoop at a "pencil", but
it's a big step forward for the most popular tablet on the market.
Making the iPad a "doing" service makes it a really formidable product, and one
that should eat into netbook sales.
Apple TV
Image copyright Apple
Image caption The new Apple TV can play video games controlled via the new
remote
Chief executive Tim Cook also unveiled a new set top TV box with its own app
store and new operating system.
The device uses a remote control that features a touch-sensitive panel and a
microphone that allows it to be voice-operated.
It uses the firm's Siri virtual assistant to let owners ask what shows or
movies based on their desired themes or favourite actors are available, and can
bring back results from a range of services.
In addition, it can play video games.
Image copyright Apple
Image caption The Apple TV can be controlled by voice or a swipe of the
controller's touch surface
"The future of TV is apps," declared Mr Cook. The firm had previously described
its TV boxes as a "hobby".
Apple was one of the first tech companies to offer an internet-connected TV
box, but Amazon, Roku and several smart TV-makers beat it to offering an
app-focused experience.
Mr Cook acknowledged it had taken his company several years to introduce a TV
app store.
"I don't think they have missed an opportunity by waiting until now," commented
Ian Maude from Enders Analysis.
"There's a lot of people out there who want to watch content that is only
available online from the TV, and if Apple can show its device does things
better than the alternatives you would expect them to start winning market
share pretty quickly."
Apple did not unveil a rumoured TV shows and movies subscription package of its
own for the box, but Mr Blaber suggested that might follow next year.
"Broadcast content remains the challenge but growth in Apple TV will ultimately
leave content providers with little option," he said.
Image copyright Apple
Image caption The new Apple TV offers an alternative to dedicated video game
consoles
Much of the Apple TV presentation was dedicated to the video games it can play.
The remote is motion sensitive, and works in a similar fashion to Nintendo's
Wii controllers.
The US firm has already had huge success with video game sales on its iPhones.
But one industry watcher questioned how disruptive the new box would be as a
gaming device.
"There are already plenty of examples of set-top boxes and micro-consoles that
play games, but none of those has had a dramatic impact on the market,"
commented Piers Harding-Rolls from IHS Technology.
"That's not to say that Apple entering the market won't be significant.
"But when you think of what the high-end consoles can do - allowing things like
Sony's forthcoming Morpheus VR headset - what they offer can't be replicated in
terms of power."
Apple in numbers
(As of June 2015)
773.7m
Total iPhones sold
14.6%
Share of global smartphone sales
282.2m iPads sold
112% annual rise in sales to China
$203.4bn of held assets
92,600 full-time employees
Apple/Gartner
The TV box will cost either $149 or $199 depending on how much storage the user
wants.
iPhone upgrade
Image copyright Apple
Image caption 3D Touch allows menus to be activated by firmly pressing the
handsets' screens
The idea behind the new iPhone's 3D Touch feature is that users can call up
different functions by pressing the handsets' screens firmly.
Examples of how it can be used include:
previewing an email or photo
swapping weapons in a video game
quickly switching into selfie photo mode
The handsets also gain the ability to shoot 4K videos - which means four times
the amount of pixels of 1080p high definition video.
Image copyright Apple
Image caption The iPhone 6S and iPhone 6S Plus come in a new colour as well as
offering 3D Touch
In addition, their back cameras have been upgraded to offer 12 megapixels
rather than eight - Apple said it had ensured the extra resolution had not come
at the cost of more noise.
The iPhones also get a processor boost. They will go on sale in a fortnight's
time.
One expert remarked that the upgrades were not as big as had been seen in some
years, but were likely still enough to continue year-on-year sales gains.
Manufacturer Handset shipments between July 2014 and June 2015 Year-on-year
change
Apple 222.45 million +35.9%
Samsung 310.02 million -6.9%
Huawei 87.02 million +38.2%
Xiaomi 67.72 million +91.8%
Lenovo (incl Motorola) 85.35 million +11.1%
LG 45.09 million -13.6%
Source: IDC
"In developed markets Apple has a huge potential to sell to existing iPhone
users who were not able to upgrade when the iPhone 6 launched because they were
tied to contracts and then decided to wait until now," commented Francisco
Jeronimo from the research firm IDC.
"But in markets like China it's about attracting new users.
"Those who were not attracted by the iPhone before will probably continue not
to be interested.
"For the others, the new features themselves will not make a significant
difference - it's more important for Apple to grow awareness of its products."
Watch update
Apple also announced an upgrade to its smartwatch operating system that will be
released on 16 September.
Watch OS 2 will allow third-party apps to run natively on the device rather
than relying on a linked smartphone's processor.
Image copyright Apple
Image caption Apple announced new versions of its smartwatch and a software
upgrade
In addition to loading faster, the apps will also gain the ability to play
video and access the Watch's microphone and sensors.
GoPro is taking advantage of this to allow users to see live streams from its
action cameras on Apple's wearable.
Facebook also revealed it is bringing its Messenger app to the platform.