This week was a very busy week for announcements, and our team didn’t waste anytime dishing out their takes.
The iPhone 8 has officially been unveiled.
Apple has officially confirmed the release of the iPhone X, the newest and latest iPhone that is aiming to set a new standard for premium smartphones.
Apple has announced their latest iteration of the Apple TV: the Apple TV 4k.
The just announced Apple TV 4K will feature full native 4k playback in addition to HDR support with the latest HDR10 standard baked in. Additionally, Apple is promising that the latest iteration of the Apple TV will ship with the ground-breaking A10X Fusion Chip. The A10X chip is the same chipset featured in Apple’s IPad Pro line of tablets.
Due to the added horsepower provided by the A10X chip, the new Apple TV will be able to encode higher bitrates and not only deliver silky smooth 4k video but also upscale content and make things look the best they can possibly look. Whether you’re watching it on the latest OLED 4K set or an older 1080p set, the new Apple TV promises to transform the home theatre experience when it launches later this month.
Those unfamiliar with High Dynamic Range or HDR technology, the term comes from the photography world and refers to the depth of colour and black levels present in a photograph. HDR for 4K video works in a similar fashion and helps reproduce better colours and contrast alongside deeper and darker black levels.
During Apple’s keynote earlier today, Eddy Cue, Apple’s Senior Vice President of Internet Software and Services had this to say:
“Bring the magic of the cinema straight to your living room with the new Apple TV 4K, customers will love watching stunning 4K HDR movies from an impressive catalog on iTunes, while also getting automatic upgrades of 4K HDR movies already in their iTunes library and enjoying 4K content on services like Netflix, coming soon.”
Native Siri support will also be included with the new Apple TV which will make it easier than ever for consumers to find exactly the content they’re looking for. The New Apple TV will be out September 22, 2017, and will retail for $229 (CAD) for 32GB or $249 (CAD) for 64GB variants.
On September 12, 2017 Apple is holding a special event. The company is expected to unveil latest and most mysterious phone in Apple’s iPhone family: the iPhone X. Spoiled earlier in a leak of the upcoming iOS 11, the iPhone X seems to bring some changes to Apple’s highly successful line of phones. While rumours and speculation abound, one expert has weighed in with his opinion on the upcoming release.
Professor Loizos Heracleous is a professor with Warwick Business School and has researched Apple and its quantum strategy. With speculation that the iPhone X will cost approximately $1000 USD Professor Heracleous had the following to say:
“Apple’s introduction of a $1,000 iPhone is consistent with its business strategy of differentiation and exclusivity, targeting the higher end of the market rather than just aiming for a larger base of users. Given that the iPhone accounts for the majority of the company’s revenues and profits and its demand curve is relatively inelastic—i.e. a price change has less effect on sales—this pricing strategy makes sense in terms of revenue and profit growth.”
The new iPhone is aiming to change what defines a premium smartphone. With an expected 3GB of RAM, a new 6-core Apple A11 processor, at least a single 12-megapixel camera on the back with possibility for two and a single 7-megapixel camera on the front, the new iPhone X is shaping up to lead smartphones into a new era.
Alongside impressive technical specs, the iPhone X is also expected to ditch the home button that has been a mainstay of the product line since its initial release. The removal of the home button has lead some users to wonder what will happen to Apple’s fingerprint scanner.
“Apart from removing the home button enabled by a new type of screen on the highest end model, Apple is also continuing to focus on its intense levels of efficiency in production and more broadly at the operational level by using a largely consistent design, operating system, and functions across its different iPhone models,” Heracleous said.
Apple’s special event is expected to start streaming at 1 p.m. on September 12, and can be watched here. A note to anyone wanting to watch, Safari and Edge are the only supported browsers that can be used to view the stream.
Heracleous summed up his final thoughts on the phone by saying, “No move is risk-free, but as things stand, this seems like a courageous move that should turn out positively for the company in terms of performance, and create some distance from competing brands in terms of exclusivity.”