Apple chief executive officer Tim Cook introducing the iPhone X at Apple Park campus, Cupertino. Pix by Izwan Ismail

CUPERTINO: Apple today shows that it still has the X factor in innovation with the launch of its new iPhone range, Apple Watch, Apple TV and wireless charger during a special event at its headquarters here.

The company unveiled its much-talked-about iPhone X, iPhone 8 and 8 Plus, Apple Watch Series 3, Apple TV 4K and a wireless charger.

For the first time, the company opened its doors to journalists from all over the world to witness the launch at its new Steve Jobs Theatre that was built within the brand new Apple Park campus here.

In his keynote address, Apple chief executive officer Tim Cook paid tribute to the late Steve Jobs and how the Apple Park was the culmination of Jobs’s vision for the future.

He then raised the curtain to showcase Apple’s new offerings one by one, supported by each of the product heads to conduct a detailed presentation.

The iPhone X was the highlight the event and it was launched in conjunction with the iPhone’s 10th anniversary this year.

Packed with innovative features, including a Super Retina display, TrueDepth camera system, Face ID and the all-new A11 Bionic chip with Neural engine, the iPhone X marks the future of smartphones.

It comes with an all-glass design, featuring a beautiful 5.8-inch Super Retina display, A11 Bionic chip, wireless charging and an improved rear camera with dual optical image stabilisation.

It delivers an innovative and secure new way for customers to unlock, authenticate and pay using Face ID, enabled by the new TrueDepth camera.

The iPhone X also contains the Animoji feature, which are animated versions of the popular emoji found on the iPhone.

The all-glass front and back feature the most durable glass ever in a smartphone in silver or space gray, while a highly polished, surgical-grade stainless steel band seamlessly wraps around and reinforces iPhone X.

Next on Cook’s list was the sequel to iPhone 7, the iPhone 8 and 8 Plus.

The phones feature a new glass and aluminium design, Retina HD displays, A11 Bionic Chip, new single and dual cameras with support for portrait lighting, wireless charging and optimised for augmented reality.

“iPhone 8 and iPhone 8 Plus are a new generation of iPhone that improve on everything we love about iPhone,” says Philip Schiller, Apple’s senior vice president of Worldwide Marketing.

“iPhone 8 and iPhone 8 Plus have new glass and aluminum designs, new Retina HD displays and A11 Bionic — the smartest chip ever in a smartphone.

“Packed with more advanced cameras with Portrait mode and Portrait Lighting, and the highest quality video capture in a smartphone, iPhone 8 and iPhone 8 Plus enable the freedom of wireless charging, all with AR optimisation like no phone ever before,” he says.

The A11 Bionic used in the phones is the most powerful and smartest chip ever in a smartphone, featuring a six-core CPU design with two performance cores that are 25 per cent faster and four efficiency cores that are 70 per cent faster than the A10 Fusion, offering industry-leading performance and energy efficiency.

A new, second-generation performance controller can harness all six cores simultaneously, delivering up to 70 percent greater performance for multi-threaded workloads, giving customers more power while providing the same great battery life.

Besides that, the A11 Bionic also integrates an Apple-designed GPU with a three-core design that delivers up to 30 percent faster graphics performance than the previous generation. All this power enables incredible new machine learning, AR apps and immersive 3D games.

The successful Apple Watch gets an upgrade today, with the introduction of Apple Watch Series 3.

This time, Apple has added an interesting feature that is a built-in cellular capability, which allows users to stay connected, make calls, receive texts and more, even without iPhone nearby.

Thanks to the use of electronic SIM, users do need to have their phones with them to use the phone features like making calls, send messages, update social me

dia, and even stream songs from iTunes soon.

The third-generation Apple Watch is also bigger on health and fitness with intelligent coaching features, water resistance 50 meters and a new barometric altimeter that measures relative elevation.

Apple Watch Series 3 comes in two models, one with GPS and cellular, and one with GPS, both featuring a 70 percent faster dual-core processor Andrew new wireless chip.

“We believe the addition of cellular will transform the way people use Apple Watch, providing a new sense of freedom since they can stay connected with or without their iPhone,” said Jeff Williams, Apple’s chief operating officer.

“Apple Watch Series 3 combined with the power of watchOS 4 is the ultimate device for a healthy life.”

Soon, the combination of cellular and watchOS 4 will allow Apple Music users to stream 40 million songs right from their wrist.

The final item on Apple’s table of new products today is the new Apple TV 4K, which is designed to deliver a stunning cinematic experience at home.

With support for both 4K and High Dynamic Range (HDR), the Apple TV 4K features sharp, crisp images, richer, more true-to-life colours, and far greater detail in both dark and bright scenes.

With Apple TV 4K, viewers can enjoy a growing selection of 4K HDR movies on iTunes.

iTunes users will get automatic upgrades of HD titles in their existing iTunes library to 4K HDR versions when they become available.

Apple TV 4K will also offer 4K HDR content from popular video services, including Netflix and Amazon Prime Video, coming soon.

Apple also showed how wireless will be future of its products with the showcase of AirPower, which is a new wireless charging mat which can charge devices like the iPhones, Apple Watch and Apple AirPods together on one special mat.

All the new Apple devices announced will be available in the US this month but their availability in Malaysia has yet to be announced.

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