Apple launches iPhone 7, 7 Plus, Apple Watch 2, Nintendo’s Super Mario and plenty more!

Apple has announced two new iPhones, a new Series 2 Apple Watch with GPS, waterproofing and a dual-core processor, along with the Series 1 Apple Watch upgraded with the same dual-core processor at a lower price.

There’s also a new Apple Watch Nike Plus edition for runners. New Hermès Series 2 watches are also coming.

A new Super Mario game from Nintendo has also launched for iOS and is coming later this year.

{loadposition alex08}A new version of iWork for Mac, iPad, iPhone and the web now allows incredibly easy collaboration.

New wireless AirPods also feature a wireless audio technology that makes Bluetooth look incredibly primitive.

There is no wireless charging, and no Pencil support for the new iPhones.

Both new iPhone 7 models also start at 32GB, with 128GB and 256GB capacities, too.

The iPhone 7 starts at US $649, while the iPhone 7 Plus starts at US $769. In Australia, the iPhone 7 starts at $1079 and for the 7 Plus from $1269. Naturally the 128GB and 256GB capacities are priced higher but specific pricing isn't listed, although it would compare to iPhone 6s and 6s Plus pricing that we've had uptil now.

iOS 10 comes on 13 September. Pre-orders for both iPhones start on 9 September 9. Shipments for 28 countries start on 16 September, with 30 more countries getting the new iPhones a week later.

Apple Watch Series 1 starts at at US$269, the Series 2 starts at US$369.

In Australia, the Series 1 watch starts at $399, the Series 2 starts at $529. 

The Ceramic Apple Watch Series 2 starts at $1799.

The Apple Watch Nike Plus edition starts at $529.  

AirPods come in October for US$159 and in Australia, $229. 

For all the other information, please read the blog post below. Apple will post its Australian press releases here sometime later today, if not already. 

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Intro:

The time has finally arrived. It’s iPhone day! This article is going to be written in "live blog" format, as I take down interesting notes from the presentation.

A link to the full video presentation will be listed here once Apple makes it available to the general public to watch at their leisure.

So, here we go! The music has stopped and Tim Cook is taking the stage to applause and whistles of approval.

We’re seeing a video – Tim Cook is there with James Corden doing the Car Karaoke show.

Cook is promising "the best security" and sees the irony in Corden having to read the statement on the Internet.

Now they’re both singing a song from One Republic.

The talk is about fashion with Corden telling Cook what he thinks Cook should be wearing, they’re wearing funny glasses with neon colours and Pharell Williams just got in the car, and they’re now singing ‘Sweet Home Alabama.’

Corden finally delivers Cook to the "backstage entrance", with the funny glasses, which Cook puts on for a millisecond and then throws backstage.

Good morning, says Cook. Good morning!

Thank you for joining us and welcome to San Francisco, he says.

Cook talks about new episodes of Carpool Karaoke coming to Apple Music coming next year.

He promises great things this morning, with a few updates beginning with Apple Music.

Cook says Apple has a deep love for Apple Music. Since launch, the service has grown to more than 17 million subscribers. He says users love having access to over 30 million songs and personal recommendations from people who really know and love music.

There’s a great new, simple, intuitive design in iOS 10 – and Apple Music has content that no-one else has. It is the premiere destination for artists to launch their music.

Apple Music was the first place to hear more than 70 great releases from Taylor Swift, Drake, Frank Ocean and so many more.

Cook says one of the most popular exclusives is Apple Music London – which starts in 11 days. He says customers love it — it’s the 10th anniversary — and there is an amazing line-up: Elton John, One Republic, Robbie Williams, Britney Spears and more.

You can join the millions that will watch for free on the live stream from Apple devices, including Apple TV.

That’s a brief update of Apple Music – it just keeps getting better, says Cook.

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Now the App Store.

Tim says Apps continue to do more and more amazing things, from renting a spare bedroom to contributing to advanced medical research.

The app store has forever changed the world of software and our lives. The momentum from the app store has never been greater - over 140 billion app downloads.

What’s even more phenomenal is that we continue to set new records and the growth is off the charts. In the last two months, we’ve seen growth rates of over 100% year on year. Unbelievable. Our users’ love affair with apps on iPhone and iPad is as strong as ever.

App Store - 2x the global revenue than Apple’s closest competitor - which is why many develop for iOS first and others only for iOS.

Our combo of incredible products as made the iPhone and iPad gaming platform in the world, with over 500,000 games the choose from.

But there’s been something - or rather - someone missing. And I’m so happy to announce today he is coming to the app store.

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Who is it? Mario! Super Mario Brothers!

Now Shigeru Minamoto is coming on stage to talk all about it.

For the past 30 years, every time Mario encounters a new platform - he continues running toward a new goal. Now he is running towards his new goal - iPhone.

Minamoto will now speak in Japanese.

We want as many people around the world to enjoy playing as Mario. They’ll be doing it in a brand new game called Super Mario Run.

The magic of Mario is that anyone can pick up a game and instantly start playing.

A demo starts.

As the title suggests, Mario runs automatically to the right. He’ll need to jump small gaps and onto enemies, collecting coins. Touch anywhere on the screen and Mario will jump. Press longer and Mario will jump higher.

Collect as many coins as you can and get to the flagpole at the end of the level before time runs out.

What’s new and different - you can play the game one-handed for the very first time - play holding onto a handle on the subway, while eating a hamburger or even while eating an apple.

In addition to the traditional Mario gameplay, there’s also a brand new way to play. A new battle mode called Toad Rally. The first thing you do in battle mode is to choose an opponent from a list to try and beat their high score.

Minamoto is now going to try beating Phil Schiller’s high score.

Battle mode will have you competing against your friends and players around the world. Victory in battle mode is based on the number of coins you collect and toads you ‘impress’. There is no flag, you just keep running until the time runs out. A shadow of Mario shows you how you’re going against the person you’re playing against.

Another new element is to customise your ‘mushroom kingdom’ thanks to the coins you collect.

In this case the demo player beat Phil Schiller.

So - we’re told that the game is ‘coming soon.’ He wants as many people of all ages to enjoy playing Super Mario Run. It will be at a set price - you won’t have to worry about in-app purchases.

Pricing will be announced later but will come in to for holidays 2016 - he hopes we look forward to it.

Minamoto has one more piece of news - there’s a series of Super Mario stickers for iMessage that is coming with iOS 10.

In the meantime we can look forward to Super Mario Run - thank you very much.

Now Tim Cook comes back on stage.

We cannot be more honoured the Nintendo chose to bring Mario to iOS first. That’s a brief update on the app store.

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New school year - Education.

Apple celebrated its 40th birthday earlier this year and it’s no co-incidence we’ve been committed to education for all that time. It’s deep in our DNA - education is the great equaliser - a power force of change for good. We’ve always believe our products could have a tremendous impact on teachers and students.

We’re aware not every school can have this impact. That’s why we’re deeply committed to Connect Ed. This brings technology to underserved schools. It is having amazing results - kids learning and connecting like never before.

Now Sante Elementary and another school from Richmond California - students and teachers are being called out in the crowd and cheered.

This fall, all 140 schools - 4500 Macs for teachers, and Apple TV in every classroom and 50,000 iPads for Students.

The Connected grants meant a complete transformation. students are having fun, more engaged, we’re seeing a real love of learning - Trina igerfried, Crane Elementary.

We’re not stopping there. We believe every student should be able to code, we have a new program, ‘Everyone Can Code’.

It starts with the Swift Playgrounds app announced in June - teaches coding in a simple fun way. More than 100 school districts around the world are planning to teach Swift programming this fall. Unbelievably exciting for us.

We’re so excited they’ve moved to put this into their curriculum so quickly.

Now iWork - this provides a suite of productivity tools which are very popular in education, business and consumer. Teachers and students love creating stunning documents, presentations and spreadsheets.

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Now Susan Prescott from Apple is coming to talk about iWork.

Pages, Keynote and Numbers are built to take advantage of iOS, MacOS and Apple’s amazing devices. About making beautiful and engaging documents. But for people who want the power of iWork, there’s not an easy way to work with classmates and colleagues to create projects together.

Now Susan is introducing ‘Real-time collaboration’ in all the iWork apps - the exact same apps. Of course, Apple say we use them too - our presentations are done in Keynote. We can edit slides right here right now. Susan says we have never edited a deck live on stage before - with the reasons obvious - but now Susan is going to do it.

We’re in edit mode now, after pressing escape, and we can see a list of who can collaborate. Now images, graphics, text and even animations are all going to be done in real time.

Susan is adding a slide, someone else is adding an image, and a graphic of an iPad. I think you get the idea, says Susan.

Now we watch as everyone gets to work - look how super responsive it is, says Susan. You can work from your Mac, iPad, iPhone or even the web.

In the thumbnails we see a new slide - we’re collaborating together says Susan, she can add stuff too.

We’re seeing the slide with plenty of animation - Susan says it all happened ‘working together’

That is just a very quick look in real time collaboration with iWork. You’re going to love it - thank you so much.

Tim Cook now back on stage. A little bit about education and what’s really important to us.

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Now new products - beginning with Apple Watch.

We started shipping Apple Watch just 18 months ago, and already people are using it in many aspects of their daily lives around the world. Notifications and phone calls, pay for things with Apple Pay. We’re so happy people are using it to become active and healthy.

Before Apple Watch, Rolex, Fossil, Omega, Cartier and plenty more were top of the list measure by revenue. Since Apple Watch launched - it is now the Number 2 watch brand in the world behind Rolex. It is also the top selling smartwatch - number 1.

We delight our customers, says Tim Cook. Survey after survey Apple tops no.1 in customer satisfaction including the most recent JD Power consumer study.

Apple Watch has set a very high bar, but we are just getting started.

Now Jeff Williams is coming up to say more.

In June, we previewed watchOS 3.0 - instant app launch, a new dock to easily access apps and easy to swipe through watch faces. Messages are easier to send, there are fun animated stickers - and you can enjoy full screen effects like confetti to celebrate special moments. Use ‘scribble’ to write letters out one by one - you will be amazed how it works - and it works in both simplified and traditional Chinese as well.

Activity sharing to encourage others to be more active is in. The new Breathe app reminds you to take a moment and do a deep breathing exercise.

We’ve also added a really important app - lets you contact emergency services by holding the side button. A message will be sent to your emergency contacts along with your location in order to help you - we hope you never need to use it but it’s really comforting that it’s there.

In addition to all these great built-in apps. But developers have been busy - the Washington Post and US Soccer - launch instantly. Fitness apps like Sweat with Kayla and P90x has access to real time heart rate. Another app to help you with your golf swing.

Then there’s another special app - Pokemon Go is coming to Apple Watch.

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John Hanke - CEO of Niantic Labs is on stage talking about the new Pokemon Go app for Apple Watch.

Since launching in early July, Pokemon Go has been downloaded over 500 million times around the world. Pokemon trainers have walked 4.6 billion kilometres while playing the game. So the game is about exploration and having fun outside with your family and friends. We’ve been really interesting in finding ways to play with less focus on your phone and more on your surroundings.

The Pokemon Plus gizmo developed with Nintendo is coming later this month.

But now - something to seamlessly blend Pokemon gameplay on your daily walk or run while focusing on what’s around you - Pokemon Go on Apple Watch.

A Niantic employee is giving a demo.

There is now an ‘Egg’ complication on the watch face, if you want it, showing you how far you need to do for an egg to hatch.

When walking on the app, you can see how far you’ve walked and calories burned. You can see Pokemon and Pokestops - the Pokestop we’re looking at is the Bill Graham auditorium where the demo is being held.

With Pokemon Go and Apple Watch you’ll never miss a Pokestop. The demo guy got a gold medal for visiting 2000 Pokestops.

He walked further and found an egg, which is hatching - it was Pikachu.

Now he’s ending the workout - a summary screen shows all activity and all items collected along the way.

Pokemon Go on Apple Watch will help you to be the very best - thank you.

Now back to Niantic’s CEO. The app will be shipping before the end of the year.

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Now back to Jeff. He says there are so many rich features in watchOS 3.0 that people are going to love it.

Today we are going to see the next generation of Apple Watch. A video is playing.

It’s a sports laden video - looks like the new model is completely waterproof. Cool video, as always from Apple.

It is called Apple Watch - Series 2.

Jeff explains the name - and says it has been completely re-engineered.

The first Apple Watch was splash room. Now series 2 is swim proof. You can wear it swimming, surfing. It is rated water-resistant 50 metres. The industry standard. That is the water pressed equivalent of 50 metres. It’s especially challenges for a smart watch as there are so many ingress points - all closed with new seals - except for the speaker, as the speaker needs air to produce sound. If the air can get in so can the water.

So for series 2 the speaker system has been redesigned and the speaker itself ejects the water from the speaker area after your workout. Amazing!

We also wanted to make sure Apple Watch was robust enough for people who wanted to swim every day. Apple built a simulator for weeks at a time, 24 hours a day to simulate non-stop swimming - so you can wear it without worry.

Apple analysed over 700 swimmers - different body types and abilities - hooked them up to equipment, ever measured lactic acid - all to get an accurate calorie burn for swimming - for pool swimming and open water swimming. The watch will analyse your own swimming to learn more from and about you and Apple thinks swimmers will love it.

Now the brains of Apple Watch series 2 - a 2nd-gen SiP - system in a package. Now S2 takes this to a new level - a dual core processor 50% faster, a new GPU that delivers 2x the graphics performance and this powerful chip opens up all kinds of opportunities for internal apps and developers.

An example is Night Sky - they’ve been working with S2 and they have 5x the level of detail and twice the framerate, now to 60fps - amazing on your wrist.

Series 2 also features a new 2nd-gen display that is more than 2x brighter than before - it ss the brightest display Apple has shipped on any product - 1000 nits - it makes all the difference when you’re outside in the bright sunlight - really vivid.

Two of the most popular activities in the world are walking and running. Now a built-in GPS has been added too for those people who don’t want to carry their phones. Big applause from the crowd.

A GPS watch can take a long time to connect - but with Apple Watch you can literally start and go right away. You’ll also get a route map after your walk or run colour coded to your speed.

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Being invade to the stage, Hannah Catmur, lead designed for Gear Ranger, (maybe View Ranger) the first ever hiking app on the Apple Watch.

Hannah has selected three hikes at the Grand Canyon. She has three hikes already loaded, which can work without cell service.

We’re now seeing directions and we can scroll through to see exciting views and destinations. You can swipe right to see the map and route progress. If you sway too far from the path, the app will tell you about it. You can check in on the map to get back on track and continue with the hike.

We’re now jumping half way to the view of Yosemite Falls. At each major point is a fun fact - this one is a hot spot for bird watching.

Now we see the final spring as we heard towards Glacier Point and the app knows when you’re at the end of the hike. You can finish or keep going if you want.

Jeff is back - so many opportunities with Series 2. Cases in aluminium, stainless steel and a new material Apple has been working on for quite some time - ceramic.

This new white Apple Watch in ceramic has a gorgeous pearl like shine - it’s 4 times harder than stainless steel - ultimate combo of looks and strength. A wonderful addition to the Apple Watch family.

S2 is also coming in Hermès models - with new colours in double and single tour bands, and new Hermès bands which Apple naturally thinks people will ‘really enjoy.’

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So that’s Apple Watch series 2 - it is faster, brighter, water resistant, built-in GPS and all the power of watchOS 3.0 - it is also built to strict environmental standards - made in a responsible way - we think Apple Watch is the ultimate device for a health life - and we expect it will be popular with everybody but especially popular with runners and we wanted to do something special for them.

So we partnered with a company that knows runners more than anyone else in the world and that is Nike.

We’ve worked with Nike for over a decade and we couldn’t be more excited to announced Apple Watch Nike Plus. It’s a watch specifically designed with runners in mind - a beautiful, perforated, stretchy band - paired with the aluminium case.

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Now Trevor Edwards, President of the Nike brand has come on stage.

Good morning. Phew! It’s been such a great partnership working with Apple. Apple and Nike share a passion to make life easier and more fun, and we look forward to continuing this amazing journey together.

Nike has always been about innovation and inspiration for every athlete - it started 40 years ago with runners. Today sports and fitness is a bigger part of people’s lives. People want to run. But staying motivated can be tough. So people are looking for help and are turning to running devices. However they’re complex, cluttered and difficult to use. And they don’t support just getting out and going for a run.

It’s a problem that Apple and Nike have solved. The Nike Plus isn’t just a watch but your perfect running partner and we think it delivers the best running experience out there. Starting a run has never been easier. We give you a shortcut that takes you straight into a run - or tell Siri.

When you go out for a run, you don’t want to be distracted - we give you just what you need at a glance - your distance or pace on a big clear screen. But there’s advanced mode for those who want more detail.

But motivation - what about it? We stared with a simple idea with an invitation - are we running today? We motivate you with insightful invitations personalised just for you.

Been a few days since your last run? Info on how long it has been. Or if the weather is great. Or how far a friend is.

We also know that those who run on Sundays are more active through the rest of the week. So we have ‘Just do it Sundays’. With invitations like these, running is made easier and simply a part of your life.

With this watch you are also part of the Nike Plus run club - giving you personalised coaching, recommends the best gear for you and gives you access to live runs in cities around thew world.

The watch comes to life with everything you need to do better. Most running devices focus on the run and metrics - but the Nike Plus focuses on you.

It is available in four amazing cool colours - seemingly black, green, white and grey.

It’s a journey we’re on together say Trevor and it’s just the start of exciting thing to come. Thank you!

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Jeff is back - thanks Trevor - I feel faster already.

We’re really excited to bring Apple Watch Nike Plus to runners.

$369 - starting at this price for both models.

The original Apple Watch is still there - but it now has the same dual-core processor. It is called Series 1 and starts at US $269.

You can pre-order on 9th Sep, and watchOS available Sep 13. You can buy from Sep 16 and Nike Plus Apple Watch coming in October.

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Tim is now back - we are so proud of the Apple Watch and we can’t wait for people to get their hands on the new one -Next up is iPhone.

iPhone is the industry gold standard. The phone by which all other smartphones are compared. It has transformed the way we do things every day and in the process has become truly a cultural phenomenon, touching so many lives and people around the world. There’s a reason why you see so many iPhones every where you look. We’ve sold over 1 billion of them.

This makes iPhone the best selling product of its kind in the history of the world.

iPhone provides users the best experience available by tightly integrating hardware, software and services.

iOS 10 is about to launch - the biggest launch ever. Just life your iPhone to wake it. Siri capability for apps in the App Store - get me a Lyft to SFO - book a ride by just your voice. Contextual prediction of text. Maps has been redesigned - reserve a restaurant desk or a ride from the maps apps.

And HomeKit and the Home app which makes it incredibly easy to set up and manage your home and devices whether you’re at home or away - with control centre or Siri - with accessories from garage doors and security to everything in between.

Virtually every major home device makers supports HomeKit - over 100 new products coming this year - look for the Works With HomeKit logo and we think this is going to be a really big deal.

We’re also excited about the new features in messages - new bubble effects - new full screen effects like fireworks and confetti - new stickers, peel and place them anywhere you want - along with other great apps - to create, to share content, to make payments - all without leaving messages.

That’s a quick update on iOS 10 - the world’s most advanced OS with some incredible new features.

Now of course, the world’s most advanced deserves the most advanced smartphone - and here it is.

We can see ‘the best iPhone that we have ever created’ - this is iPhone 7. We can see the twin lenses.

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It has a gorgeous new design - and I’d like to have Jony tell you more about it.

Jony Ive video now playing. He says these words and more:

We have created a product that is the most deliberate evolution of our original founding design. An aluminium body and full sheet of glass describe a singular shape, one made with very few, precisely engineered parts. Our obsession remains to simplify and improve. Embedding the antenna into the enclosure. Each refinement serves to bring absolutely unity and efficiency with the design.

We’ve developed a whole new process for a high-gloss, black finished. A special compound is used to produced a pristine surface. Then an anodisation process. A single component dye becomes part of the surface itself. A magnetised ultra fine particle bath is used to a superior shine.

iPhone 7 is the most singular and most evolved representation of this design.

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Tim says we are so excited about iPhone 7. It makes all the things you do every day so much better. Phil Schiller now coming on stage to tell us more.

Good morning everyone! I’m excited, I hope you are. This is the best iPhone we have ever made. We’re going to cover it with 10 major features.

1. The design. Tim and Jony have told you that there is a beautiful new refined designed. Starts with a new Jet Black finish. A high-gloss finish - a seamless surface between the glass and metal. A stainless steel Apple logo and almost invisible antenna bands.

A second new black is simply called black. Blasted aluminium - a black logo. Also looks beautiful in gold, silver and rose gold.

2. The Home Button. It is quintessential Apple Design. So simple and powerful. Used for going home, multitasking, touch ID, reachability, Apple Pay, Accessibility. We’ve completely redesigned it to make it more responsive, reliable and customisable.

Like the iPod started with an mechanical click wheel, it changed. MacBook Pro got the new force touch trackpad. Now the new Home Button is force touch capable as well with a new taptic feedback engine.

Feedback for notifications, messages and even ringtones. It can be programmed by third party applications. New feelings and experiences that could not have been created before in a smartphone.

3. The new enclosure in iPhone 7 and 7 Plus are water and dust resistant. To ensure we protect the great feeling and experience - to do that - we had to re-engineer the inside out - IP67 protection standard - it will survive a dunk into the pool (so shows the image).

4. The camera - one of the most beloved features. You can see them around the world on the shot on iPhone campaign. There is OIS - optical image stabilisation on both models. A 50% more light onto the sensor with f1.8 lens. Six element lens. A high-speed new 12 megapixel sensor - 60% faster, 30% more energy efficient. Four LEDs on the True-Tone flash - a flicker sensor that reads the flickering of articifical light and can compensate for it.

The image signal processor is also improved and Apple designed - twice the throughout of previous versions. What does the ISP do?

The first thing it does and reads the scene and uses machine learning - exposure, white balance - 4th-gen local tone mapping, noise reduction and can even take multiple photos and fuse them together into one. It happens this every time - it performs 100 billion operations every time you take a picture - in 25 milliseconds. A super computer for photos.

What matters most is the pictures you can take - we’ve given them to great photographers to show us what’s possible. Photographers were blown award.

Chris Anderson said This iPhone is going to be a part of any professional’s repertoire of tools. He said more..

We are now seeing a range of un-retouched photos. Incredible looking photos. Wide colour gamut images are now captured. We’re seeing an example of greatly improved low light photography. Life photos are now even better - video image stabilisation is applied - and you can crop and edit them after, apply filters and more.

You can also capture RAW .DNG files. You can also get wide colour in photos - the best camera we’ve ever made in any iPhone.

The best front-side camera as well - 7 megapixel front facing camera - deep trench isolation for sharper images. It also captures wide colour images. Auto image stabilisation. The shot we see on screen was taken on the front side camera.

Now to the iPhone 7 Plus twin camera system.

It’s plus a second camera. Two 12 megapixel cameras built into the iPhone 7 Plus. One has a wide-angle 28mm lens, the other is a telephoto 56mm lens.

Why two lenses?

We can see a traditional DSLR - you can change the focal length to zoom in. That works great. It isn’t so great on the lens on a regular phone.

So we know with two cameras and two different lenses, we can create a zoom feature built into the iPhone.

It takes incredible software and hardware.

You go into the camera app - but there’s a new button which says 1x. When you take a picture you can do one of two things - you can tap it to 2x - and zoom it - no software needed to optical lens. You can also zoom from 1x to 5x. Beyond 2x you can doing software zoom. However with the telephoto lens, the quality is 4 times better, so Apple is going to 10x zoom.

With iPhone 7 Plus - 1x to 10x. up to 2x is optical zoom, after 2x is software zoom.

There’s one other use of this camera as an extra credit project - that was incredibly challenging. What they’ve done is a big breakthrough in photography - here’s a sneak peek.

We’re seeing a picture from a high-end camera. We can see a photo - the gentleman is pin sharp and focus. Background is blur. Shallow depth of field.

The background blur is bokeh. It feels almost 3D. But can this be done on the iPhone 7 Plus?

The answer is, of course, yes. When you take a picture, the ISP chip scans the scene. It creates a depth map of the image. Keep the people in front sharp and focus and have a blurred background.

You go to the camera app. Where you normally select what sort of picture you want - and there’s a portrait feature. Jumps to the telephoto lens. It automatically shows you the depth effect. You are seeing the blur in the background, generated in real time - something SLR’s cannot do.

So now we will see the first picture of a depth-of-field taken with an iPhone 7 Plus.

The picture we saw before, supposedly taken on a DSLR, the man with the sunglasses - that photo was actually taken on an iPhone 7 Plus, not a DSLR!

Naturally, photographers say they are blown away. Jason Nocito says: I loved the depth of field capabilities and the ability to shoot fast without losing sharpness. This iPhone proves you don’t need a five figure rig to be a great photographer. This camera is gonna change the game.”

We are looking at two more examples with depth of field.

It is an incredible tool - not for every style of picture but a great breakthrough.

How will iPhone 7 Plus users get this feature? It will be a free update later this year.

5. Retina HD display. This is the best display on any smartphone. On iPhone 7 and 7 Plus they get even better. 25% brighter for the first time - wide colour gamut - cinema P3 standard colours. End-to-end colour management - all colour managed in a beautiful way. With 3D Touch layer implemented too.

With iOS 10 we will use this feature more throughout our day. One example of an app taking advantage of all of this - we will see a photo app - from Instagram - Ian Spalter, head of design at Instagram.

Ian says he is excited to share what has been built. About a month ago Instagram Stories was launched. 3D Touch quick action to launch the app. The beautiful zoom UI gives you haptic feedback when you zoom. Then Ian had a photo taken - check out how bright and visit the colours are.

With a tap of a button, you have the live photos option to create a cool animation.

To take full advantage of the wide colour gamut - a new filter can push beyond SRGB that you’ve never seen before. We’ve updated all of our filters to take advantage of this full vibrant colour.

Ian says finally, once you’re happy you can share the moment with friends with a single tap. This new version of Instagram will be launching later this year.

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Phil back on stage.

6. Let’s talk about audio. First we use the built-in speaker on our iPhone all the time. We listen to music, make FaceTime calls, speakerphone calls, watch movies etc. Critical to our experience.

iPhone 7 and 7 Plus speakers - stereo speakers for the first time. One is at the bottom, the other at the top. Twice the volume is pumped out compared to the iPhone 6s - the really will blow you away.

7. EarPods. Apple EarPods are the most popular headphones in the world. With iPhone 7 and 7 Plus we’re moving to connect them via Lightning, which provides a digital audio stream, power, content music control and more. There are now over 900 million Lightning enabled devices. There are speakers and headphones taking advantage of it.

One is the JBL active noise cancellation headphones - without batteries or charging as it works over the Lightning connector, not possible with analogue headphones.

A lightning-enabled pair of Earpods is in the box. So too will be a Lightning to 3.5mm adaptor.

People have asked why we’d remove the 3.5mm port, which has been around for over 100 years.

Why? Courage. The courage to move on, do something new that benefits all of use.

We can use lightning for in-box headphones and it is a great connector for doing that. Second - this is really important - our smartphones are packed with technologies and we all want more - bigger, brighter displays, stereo speakers and much more. Maintaining an ancient single purpose connector doesn’t make sense.

Third - when you have an vision of how the audience experience can be - we do have a vision for how audio should work on our audio devices. That takes us to wireless audio.

No-one has truly taken on the challenge to do something new and great with wireless. No-one has taken on with fixing the things that are difficult to do with wireless. It makes no sense to tether ourselves with cables to our mobile devices.

Our team has worked so hard to create something new. They’ve worked hard to deal with the challenges that no-one has taken on.

8. So here’s a new product called Apple AirPods.

Here’s a video with Jony Ive speaking.

We believe in a wireless future where all your devices intuitively connect. They have been made possible with the new Apple-desgined W1 chip - intelligent high efficient playback with a consistent and reliable connection.

IR sensors detect when the speakers are in your ear. They only play when you’re ready to listed. Accelerometers detect your touch. Double tap for Siri. Beam forming microphones know when you’re speaking. 5 hours of listening. The compact charging case delivers 24 hours of battery.

You can instantly switch between whichever Apple device you’re using.

Of course the new wireless AirPods deliver incredible sound. We’re just at the beginning of a new wireless future we’ve been working on for many years.

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Breakthrough wireless design. The AirPods deliver truly an Apple magical experience. When you try it you’re going to be blown away. To set them up, you open the case, and your iPhone says connect. You tap connect. And that’s that. That one step also connects you to your Apple Watch.

As you have playback on either device.

iCloud is also used to propagate that setup to your Macs and iPads too - an incredible audio experience in stereo. Or just use one. No buttons, no switching, no pairing, no unpairing. It all started with a brand new chip - Apple’s first wireless chip, the W1.

Dual accelerometers, battery, antenna, beam forming mics and more.

5 hours battery life for each device. 24 hours of life in the case. Charge the case with Lightning. The case is smaller than the wired EarPods.

Beats is also coming out with a line of headphones also taking advantage of the W1 chip.

Beats is launching the new Beats Solo3 Wirless - 4- hours of life. A new BeatsX line - comfortable line.

There’s now a brand new wireless experience from Apple. And that’s wireless.

9. Apple Pay. Over 90% of wireless transactions in the US are done with Apple Pay. iOS 10 has a better Apple Wallet too. New countries are launching this fall - Japan. In Japan - they have a different version of NFC in Japan called Felica. Apple Watch Series 2 will have Felica tech too. So Apple Pay will roll out in Japan from October. As well as Transit in Japan, too.

10. This could have been the first slide. But it’s the last - performance. Apple’s chip team is killing it in performance. What’s happening with iPhone 7 and 7 Plus blows everything away. The new A10 Fusion processor is unveiled.

A Four-Core 64-bit CPU, 3.3 billion transistors, a rocket ship. Two cores that are high performance - 40% faster than A9, and 2x faster than A8 processor.

It is 120x faster than the original iPhone. The last three years - the 5s to 6, to 6s to 7 - staggering performance.

Other two cores - high efficiency - 1/5th the power - for longer battery life. SO how to decide what runs on each core? An Apple designed performance controller that decides which cores to use.

A new GPU - 6 core graphics chip, 60% faster than A9 and 3x faster than A8. 240x times faster than the original iPhone. The graphics performance year over year is staggering.

The CPU and GPU - A10 Fusion is the most powerful chip ever in a smartphone.

More importantly - A10 Fusion will enable apps and titles that were simply not possible in smartphones before.

A new game from Codemasters - F1 game - console level gaming. Graphics that use the wide colour gamut of the display. Stereo speakers. Taptic feedback for a new feel.

Adobe Lightroom on A10 Fusion delivers 90% of the features for raw editing of the desktop version. Simply incredible.

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One example of a game running line - Heather Price of This Game Studio will show us a new game.

As mobile game developers we could not be more excited about the power of the iPhone 7. Cinematic experiences previously impossible. We’re seeing the game demo in action - very colourful, real time reflections, weather effects - all expensive from a CPU standpoint but running flawlessly. Really cool ‘environmental destruction’ in the game.

With the power of metal and the A10 chip - over 400 monkeys rendered at a flawless frame rate. One of the features we’re truly excited about is the wide colour display. Extremely stunning visual effects. See it on the iPhone 7 screen itself to see how beautiful it looks.

The haptic feedback lets us ‘feel’ big hits and the stereo sound is awesome for a more visceral gameplay experience.

The epic journey of Oz Broken Kingdom will launch in the app store with iPhone 7.

Phil is back - nothing proves performance like 400 flying monkeys.

What about the battery life numbers?

14 and 15 hours wifi
12 and 13 LTE
wireless audio 40 and 60 hours
There were more numbers I didn’t have time to capture but will be at Apple’s site.

Longest battery life in an iPhone.

If you’re upgrading from an iPhone 6s to an iPhone 7 - that’s on average of an extra 2 hours. From an iPhone 6S Plus - the iPhone 7 Plus delivers at least an hour more on average. For many customers it will be more.

iPhone 7 - has tons of features including LTE Advanced up to 450Mbps.

iPhone 7 Plus - has everything in iPhone 7 - plus the dual camera with zoom and depth of field.

All made in the most environmentally friendly manner, without the listed harmful materials.

Now a short video is being shown to sum it up for us.

Narrated by Apple exec Greg Joswiak.

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New accessories as well - cases, charing docks etc.

iPhone 7 price - it costs the same as the iPhone 6s it replaces. From $649 - from 32GB, 128GB and 256GB. No more 16GB.

iPhone 7 Plus - from $769. In the same 32, 128GB and 256GB sizes.

So iPhone SE, iPhone 6S and 6S Plus. Both 6S and 6S Plus also upgraded to 32GB minimum size.

Installment plan prices in the US also available. There’s also the iPhone Upgrade Program - they are now eligible to get a new iPhone, starting at $32 per month.

Program available in the US, UK and China - no Australia yet.

When can you order? From Friday September 9. Start shipping on September 16. Australia through to US - 28 geographies - and then one week later, 30 more countries.

iOS 10 - September 13.

AirPods coming late October for US $159.

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Tim Cook is now back on stage.

What a morning - I hope you can get a sense from the details we’ve shared the level of detail we put in our products. The most advanced iPhone ever. Makes all the things you do so much better. AirPods - helping usher in the future of wireless audio. And the new Apple Watch Series 2 - built in GPS, incredible water resistance and dual core performance - the ultimate device for a healthy life.

I want to acknowledge all the Apple Staff who has been part of making these products - please stand up.

Crowd cheering.

It is an inspiration and a privilege to have the opportunity to work with all of you.

The Bill Graham auditorium is a legendary music venue - it is at the core of our DNA. It inspires and moves us. Today we are honoured to have an amazing artist join us. She is not only a remarkable and talented singer and a songwriter. She is currently topping the charts holding No.1 on AirPlay.

Her new song and video premiered on Apple Music this week. Please join me in welcoming Sia. #Weareyourchildren is a hash tag displayed on screen.

Sia performs two songs and that is the end of the presentation!