Apple Keynote iPhone 5 – Special Event September 2012 (Full Transcript)

And Tim told you the 700,000 applications in the App Store, what happens with all of them? Well, this is part of the brilliance of the design. Here is an application that has not been updated because the developer didn’t know yet about iPhone 5, it’s exactly how it would run when you launch it. It runs at the same size as it does on every previous iPhone. You don’t have to stretch it or scale it. It fits perfectly with the same dimensions. We center it or we just subtly place black borders on either side of it that you don’t even notice. It works exactly as the developer intended it to.

The same is true in the vertical position as well. So all your software works just like before. Now we have given some of the developers early access to take a peek at the iPhone 5 and this new 4-inch retina display and to see what they’ll do with their applications and what we learned is two things. One, they can update their apps very quickly. And number two, when they want to, they don’t want to just make it bigger, they want to do more with this display.

So let me just show you two quick examples before and after of two popular applications. First, CNN, this is the application if you use it like many of us do, it’s working just like they used to. But now with their update, they take more advantage of that beautiful display, have more areas to present their stories, just a better application.

Here’s a second example. OpenTable, you’ve likely used this to make reservations. This is how it is currently, it works just like before and here is their new update, taking advantage of this gorgeous display. They’ve updated to show restaurants, they’ve actually applied some of the techniques and user interface of their iPad app into the iPhone now with a larger display area and everything you do looks gorgeous on this display. Photos, TV shows, of course movies take advantage of that beautiful wide screen display. But I say it looks better, they really do look better. This display has 44% more color saturation than the iPhone 4S display. And if you know about this stuff, this takes now — us to full sRGB color specification. So this is the most accurate display in the industry, and the engineering team went much further than that. They did some breakthrough work and have integrated the touch sensors right into the display itself. Others put a layer part in a layer on top. By doing this, we make it 30% thinner than the previous display and we remove a layer making the image sharper, having less glare in sunlight. This truly is the world’s most advanced display, we couldn’t be prouder of it. And that’s the first feature in the new iPhone 5.

ALSO READ:   Angela Oguntala: Re-imagine the Future at TEDxCopenhagen (Full Transcript)

Next, ultrafast wireless technology. Again, you can imagine the challenge engineering team faced, make the iPhone thinner, lighter, smaller, build in all the wireless technology you had with iPhone 4S and take it further. And that’s what they have done, we’ve built in GPRS, EDGE, EVDO, HSPA, making it a great 3G world phone just like the iPhone 4S. But to that, we’ve added HSPA+, Dual Carrier HSDPA, and yes, LTE. So, LTE gives you a theoretical maximum downlink of up to 100megabits per second, and it just screams.

So, how do they do this? This took a lot of incredibly advanced engineering. There’s now a single chip, baseband chip for voice and data, and a single radio chip as well. This saves a great deal of space. And we have a really unique Apple innovation in a dynamic antenna. We started this with the iPhone 4S and taken it much further with iPhone 5 where it can automatically switch antenna connections on the base antenna between different networks creating different virtual length antennas.

Now, you probably know LTE is probably the most complicated networking technology ever brought to this earth. And, there are different bands and frequencies around the world. So, an important question is who we’re working with to rule out LTE on iPhone 5. Well, in the US, we have great partners who are working with AT&T, Verizon, and Sprint to support LTE on iPhone 5. In Canada: Rogers, TELUS, Bell, Virgin, Fido, Koodo. In Asia: SoftBank, KDDI, SKT, KT, SmarTone, M1, and SingTel. In Australia: Telstra, Optus, Virgin Mobile. In Europe: Deutsche Telekom and the brand new Everything Everywhere that’s just launched their EE LTE network in the UK.

Now, in Europe there’s something else really interesting going on, there’s a lot of adoption of this new Dual Carrier HSDPA network. So, here’s a list of all the carriers we’re working on that with us as well, just great coverage of that dual-carrier network. So, ultrafast wireless doesn’t just stop with cellular, we’ve also built in higher performing Wi-Fi as well. With iPhone 5, we have 802.11a joining b/g/n. 802.11n is now 2.4 and 5 gigahertz and that’s dual-channel 5 gigahertz for much greater performance. So, you can get a theoretical maximum performance of 100 megabits per second of bandwidth on 802.11. So, that’s ultrafast wireless.

ALSO READ:   Amazon's CEO Jeff Bezos Introduces Fire Phone (Full Transcript)

Now, we’re going to keep going with this and what you’re going to hear as I go through each step, we’ve updated every aspect of iPhone 5. Everything has been enhanced, reengineered, redesigned over iPhone 4S.

So, what’s next? System performance, a brand new chip, the Apple A6 chip. Compared to the A5, it’s two times faster at CPU, two times faster at graphics. Our expertise in chip design is really showing itself here because not only is it a huge jump forward in performance, it’s also a 22% smaller making more space and energy efficient. Team has done a remarkable job. You’re going to see that across many of the things you do. Whether you’re launching apps like Pages, saving images from your photo app, loading up the music app with songs to play, viewing attachments and Keynotes, really seeing basically 2x performance across the board. And developers are going to love what they can do with this new A6 chip, the performance they get for their CPU and graphic intense applications.

Pages: First | ← Previous | ... | 2 |3 | 4 | ... | Next → | Last | Single Page View

Leave a Comment

Scroll to Top