The most anticipated Apple event in the company’s history unfolded in Cupertino on Tuesday at the newly christened Steve Jobs Theater. It was the first keynote held at the theater, a gorgeous state-of-the-art facility located on the brand new Apple Park campus. Before entering the main auditorium for the long-rumored iPhone 8 and iPhone X reveals, journalists from around the world couldn’t contain their excitement as they descended on Apple HQ.
An excited Steve Wozniak had some thoughts on what the theater’s namesake would have thought about it.
Inside, Tim Cook got visibly emotional when introducing the theater and remembering his late colleague.
After the required pomp and circumstance that usually kicks these things off, the Apple brass quickly got down to business. First up was the Apple Watch, which Cook pointed out is now the most popular watch brand in the world.
Now Apple Watch is the No.1 watch brand. All of the luxury brands are now behind Apple Watch. pic.twitter.com/ekgWvwhIIN— madeline (@mocoa627) September 12, 2017
Its popularity should only increase now that the Apple Watch Series 3 has built-in cellular capabilities. Its LTE connectivity means that you no longer need to have your iPhone around to make calls or stream music on the watch. In other words, the Apple Watch is well on its way to becoming its own independently mobile device. The Series 3 will be available on September 22 and will retail for $399 with LTE capabilities and $329 without it.
The Apple TV also got an update and will now show your favorite movies and TV shows in 4K Ultra HD resolution. The upgrade puts it on par with competitors like Amazon, Google and Roku. Apple TV 4K launches on September 15 and will retail at $179 for 32GB of storage and &199 for 64GB of storage.
Here’s a look at the new Apple TV 4K and its redesigned Siri Remote. pic.twitter.com/Clh12efNBE— WIRED (@WIRED) September 12, 2017
When it came time to unveil the new iPhones, the real shock was how little of an aesthetic upgrade the iPhone 8 and iPhone 8 Plus are from their predecessors. Everyone knew that the day’s real showstopper was going to be the iPhone X, but the online reaction to the iPhone 8 was still less than enthusiastic.
Apple really treated the iPhone 8 like Meg Griffin.— Kazeem Famuyide (@RealLifeKaz) September 12, 2017
wait they introduced the iphone 8 and the iphone 10 today? thats confusing— Conrad Kaczmarek (@ConradKaz) September 12, 2017
iPhone X, pronounced iPhone 10, it’s purrrty https://t.co/7b3Kp0LYtr But way to diminish the iPhone 8 news huh?— Devindra Hardawar (@Devindra) September 12, 2017
Your $800 iPhone 8 is already outdated.— Germain Lussier (@GermainLussier) September 12, 2017
APPLE: The iPhone 8 is the most incredible machine ever built.— Ken Tremendous (@KenTremendous) September 12, 2017
ALSO APPLE: Fuck that old outdated piece of garbage. Here’s IPhone X!
The iPhone 8 watching this X presentation pic.twitter.com/mHqAxk9tN5— ً (@MADVILLAlNY) September 12, 2017
If you consider the new features on the iPhone 8, they’re actually pretty significant. Both phones will have a hugely upgraded camera, faster processors and a True Tone display. But in terms of design, the iPhone 8 pretty much sticks to the script, apart from a new glass back that’s necessary for the inductive wireless charging.
iPhone 8: Wireless charging 🚨 Never plug in your phone again pic.twitter.com/A3ITjkKqGK— BuzzFeed News (@BuzzFeedNews) September 12, 2017
If it’s a radical shift in design you’re looking for, than the iPhone X (pronounced “ten”) is the phone for you. Named in honor of the tenth anniversary of the first iPhone launch—an event that changed modern life as we know it—the iPhone X also represents the biggest design change in the phone’s history. Gone are the phone’s bezels, which means edge-to-edge OLED display. It’s also the first iPhone without a home button. Instead, users can unlock it by swiping anywhere on the screen, or by using its new face recognition technology, which apple is appropriately calling FaceID. The real innovation here is the use of depth technology, which means the phone can only be unlocked using your actual face rather than a 2-D image of your face.
Of course, all this means that the iPhone X will also be the most expensive iPhone ever. While the iPhone 8 Plus will retail at $799, the iPhone X—which Cook called “the biggest leap forward since the original iPhone”—will go for a robust $999 and will ship on November 4. Plan your line strategy accordingly.