Devices > Emerging Devices Blog

Apple Launches New iPhone, iPad, TV & Watch Upgrade

by Neil Mawston | 9月 09, 2015

Apple introduced multiple new products worldwide today, on Weds 9 Sep 2015.

Here is our instant analysis, from our Devices teams, two hours into the launch-event:

1. Apple Watch = new apps, new wrist-straps, and new hardware colors. The extra add-ons, such as Facebook Messenger, are designed to extend the lifecycle of the first-generation Watch model. Apple Watch captured 75% share of the global smartwatch market in Q2 2015;

2. Apple iPad = new Mini 4 + new Pro model with stylus (pencil) / keyboard, deeper Microsoft Office integration, and a 13-inch screen. A laptop-like experience -- at a somewhat expensive price tag -- to push Apple further into the high-profit, enterprise-computing space;

3. Apple TV = new Siri voice-controlled remote for the new set-top-box, not dissimilar to Amazon Fire TV. Plenty of focus on new video content and games, such as Hulu and Guitar Hero. A good step forward, but not a TV revolution;

4. Apple iPhone = new 6s + 6s Plus with 3D Touch and intelligent haptics, so you can tap, pinch, swipe, flick, force and peek at the touchscreen. This gives users more choice for usability. There is an enhanced 12MP camera and 4K video-capture, for sharper color photos / videos, which are among the most popular features on all iPhones, particularly for younger users and the selfie generation. Now available also in pink hardware color (rose gold).

Overall, this is an evolutionary suite of products. Apple has, once again, done "just enough" to ensure it stays in front of, or in touch with, its major rivals. Apple is now set for another good Q4 holiday season this year.
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