In Events, Mobile, Web Design by attercopia

iPhone 5S & 5C: 10th Sept Event

So at 108 minutes long, Apple’s keynote is considerably short than Google’s last keynote, but it still takes a pretty large chunk of time to sit down and watch, so we’ve done it for you. Here is all the need to know details from Apple’s September 10th 2013 keynote.

We reckon that without the videos, ads and demonstrations, we’ve cut the whole thing down to around twenty minutes (twenty less visual, perhaps less impressive and less interactive minutes perhaps but hey, time is money).

Here we go…

Tim Cook (Apple CEO) takes to the stage and kicks off the keynote with an overview of the iTunes festival, which is now in its 7th consecutive year but seeing as this is nothing new, were going to skip over this and get straight to where Apple has been busiest: iOS7. (Tim Cook also did mention the new store design in Palo Alto – it’s pretty impressive and worth a look but again – we’re going to get straight in with the technology and software side of things so we’ll leave a link and a picture with you for that).

Palo Alto

iOS 7

Tim Cook introduces the new iOS7 with some pretty impressive numbers: “next month apple will ship the 700,000,000th iOS device” before handing over to Craig Federighi from the engineering team.

The new iOS7 has a newly designed lock screen with an edge to edge design and subtle animations as the icons come in screen. The parallax effect works as the device responds to your hand and movements and there is a new semi-transparent layer with extra controls accessed by pulling the screen down. You can also down pull down and search from any screen so navigation has improved.

A notable feature of this new operating system is its ability to learn things like when and where you commute so it can update you with useful information such as current traffic conditions.  You can also now double click on the home button and activate the multitasking feature.

iOS7There is a new tab design in Safari and Siri has been improved by adding the abilities for it to search through twitter, Wikipedia and photos to provide answers and information and both female and male voice quality has also been enhanced.

Speaking of sound enhancements – the team has also worked on improving ringtones and system alerts as well as retaining all the original sounds.

The camera has been advanced with the easy swipe system taking you between the square aspect ratio camera, video camera and live photo affects that can be applied either when shooting or afterwards.

The camera roll has been redesigned from a flat interface to a new system which automatically groups your photos by ‘moments’ in other words, the time and place the photos were taken. You can then search your camera roll by month or even year and it automatically re groups your images, if you then hold down you can find specific photos and bring them to the front of the screen. The photo sharing options we are used to remain and have one new addition joining them, air drop. Air drop identifies anyone nearby who has their phone switched on, these people appear in air drop and you can simply tap the people you want to share with and the images are transferred securely over Wi-Fi.

iTunes Radio allows you to create your own radio stations either by selecting a broad genre or by searching specific musicians and bands.

Overall iOS7 has over 200 hundred new features with even more apps to support it thanks to the developer community who have been working on apps such as Zillow, Open Tables and Evernote to name drop the same ones Craig Federighi used in the keynote.

As of the 18th September, iOS7 will be free to download to any device from the iPhone 4 generation onwards, moreover, for new iOS7 devices, Tim Cook announced that the 5 iWork apps: keynote, pages, numbers, iPhoto and iMovie will now be free and easily downloadable in one touch.

So that’s what iOS7 has to offer, but of course iOS7 is only going to be a useful as the handset it’s installed on and, as many of us expected, Apple announced 2 new iPhone models at this event: the iPhone 5C and iPhone 5S, shocking news right?

So here’s what you get with the new iPhone 5C (we’re still not 100% on what the C stands for but colour is looking more and more like a strong candidate).  It was Phil Schiller who took to the stage for this section of the keynote and kicked things off by introducing the new “fun and colourful” iPhone 5C which is available in: pink, green, yellow, blue and white, with that colour featuring throughout the operating system screens too. For even more colour Apple has also designed silicon rubber cases to contrast with the colours of the iPhones themselves, and with the cut out designs of these cases, they really are, well, colourful.

iPhone 5C

Getting down to spec, the iPhone 5C is made from plastic, with the sides and back of the phone formed by one seamless piece of polycarbonate that is reinforced with a steel structure that also doubles up as the phones multi-band antenna. The screen of the iPhone 5C is multi-touch glass and boasts a 4 inch retina display; a feature many speculated wouldn’t appear on the low cost model.

The phone runs the new iOS7 and has an A6 chip inside it providing the same console level graphics as the iPhone 5. There is widescreen video, an 8 megapixel camera with a 5 element lens, 3x zoom and the new camera editing app. One practical benefit of the 5C is it’s slightly higher battery capacity than the iPhone 5.

Going back to the camera features, it has the Face Time front HD camera with larger pixels making it better in low light, there is also improved backslide illumination and Face Time audio has been enhanced.

It has Bluetooth 4.0 and more LTE bands than any other smartphone in the world. And you can get ‘all that’ and 16GB of memory for $99 on a 2 year contract.


Now for the iPhone 5S

Again as suspected, the new 5S will be available in silver, gold, “space grey” (why Apple couldn’t go with graphite like everyone else who knows). It’s made from the same high grade aluminum with glass inlays as the iPhone 5 so aesthetically, it’s not hugely different.

iPhone 5S

One key difference between the iPhone 5S and other iPhone models including the new 5C, is its new A7 chip which uses 64 bit software architecture which is desktop class and that makes it the first ever phone with this processing capacity. It also has over 1 billion transistors. This means the new iPhone 5S is 2x faster than previous generations including graphics and iOS7 has been specifically re-engineered to be compatible with this new 64 bit capability, but it also backwards compatible with existing 32 bit apps.

A7 ChipThere is another chip inside the 5S which Apple has named the M7 this works alongside the A7 chip as a motion coprocessor to continually measure motion using data from the accelerometer, gyroscope and compass. This opens up possibilities for a new generation of health and fitness apps.

As with the 5C, the 5S’s battery life is equal to or potentially greater than the iPhone 5. It also has Apple’s new 5 lens camera with a larger f2.2 aperture and 15% larger active sensor area, many critics will be highlighting Apples decision not to increase the number of camera pixels on the 5S and it seems like Apple is anticipating this backlash by asserting that bigger pixels mean a better picture.

These new camera features come with new camera software such as: automatic white balance, automatic exposure level, dynamic local tone map, autofocus and multiple picture capture. There is a new flash feature which uses 2 LED’s one a cooler white tone, the other a warmer amber tone, the software makes use of these LED’s by analysing the scene in real time so it can then apply the right colour flash for the situation, this is the world first camera to offer such a feature, let alone the first phone.

The camera also offers auto image stabilization and burst mode. Burst mode can take 10 frames a second for a long as you hold the shutter button, this also you to capture better action shots and create slow motion action sequences. The phone analyses this images in real time for exposure, faces and other features and then presents the best shot to you, if can also detect action sequences and pull together the major movement images from the camera roll. The final camera feature is its ability to automatically adjust exposure as you scan for panoramic scenes.

The second key difference between this iPhone and all others, again as many people suspected, is the new touch ID feature which reads your finger print with a touch capacitive sensor that has a 500 ppi resolution and 360 degree readability. This sensor penetrates to the sub epidermal layer of your finger to provide the most accurate impression of your fingerprint. This feature allows you, not only to only your phone but to make payments from any of Apples stores in one touch. The sensor is located in the home button, which works exactly as it did before only now, it reads your fingerprint simple by touch, and you don’t even have to click the button.


With security in mind the data from the touch ID sensor is stored in the A7 chip and only in the A7 chip as well as being encrypted.

The 16GB will be available for $199 on a standard 2 year contract and there are 5 leather dyed cases to go with it.

Both new iPhones are environmentally friendly, highly recyclable and mercury, arsenic, BFR and PVC free, and that ladies and gentlemen, is Apple’s latest offering to the technological world.

You can pre-order the iPhone 5C on 13th September and as of the 20th September you can purchase both the 5C and 5S and if you want to watch the original keynote yourselves (which we have to thank for the lovely images you see here) then you can on YouTube.




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