So… What Did Apple Announce Today?

This is one Apple event where Apple apparently couldn’t keep its secrets under wraps. After the apparent golden master versions of iOS 11 leaked over the weekend, dedicated Apple watchers were able to figure out what the company was going to announce today. So, live from the brand new Steve Jobs Theater, here we go with what was announced, but you likely knew about anyway:

  • Apple released a new version of the Apple Watch today to maintain the fact that they are the #1 watch brand in the world…. Though they didn’t provide any numbers to back that up…. And they have an industry-leading customer satisfaction rate of 97%. But I digress as all you care about is what is new about the Apple Watch. Beyond what Apple previously announced in terms of watchOS 4, which by the way will be available on September 19th, Apple Watch Series 3 with cellular built in was announced. It uses the same phone number as your iPhone so you can leave your iPhone behind and be reached on your Apple Watch as it takes calls independent of the iPhone. In other words, welcome to the Dick Tracy era. It also allows you to stream music off Apple Music (presumably). It comes equipped with a new S3 2 core processor which is 70% faster. Siri can now talk too. It’s 50% more battery efficient too. The case for Apple Watch Series 3 is the same size as Apple Watch Series 2. The Series 1 Apple Watch will now start at $249 USD and the new Series 3 will start at $329 USD without cellular and $399 USD with cellular. You can pre-order on Sept. 15 and it should be available on Sep 22. For Canadians reading this, Bell and Telus are listed as carriers that will have the new Apple Watch. Thirteen other countries will also have the new Apple Watch on this date. Oh, they also announced new bands and new colors too.
  • AppleTV 4k was announced today. It supports HDR10 and Dolby Vision. which means it should deliver great visuals. It uses the same A10X chip as the iPad pro as well. But the clear play is content. If you bought an HD movie on iTunes, it’s upgraded to 4k HDR at no charge. Netflix and Amazon Prime instant video will be 4k later this year. Plus live sports and local content are coming. The 32GB one costs $179 USD. 64GB costs $199 USD. The fourth-generation Apple TV remains available in 32GB for the same $149 USD.  Pre-orders September 15 and it will be available September 22.
  • The iPhone 8 and iPhone 8 Plus were announced today. You still get 4.7″ and 5.5″ screens, but they’ve amped everything else up. A new Retina HD screen builds 3D Touch into the display with True Tone. There’s better and louder speakers. “A11 Bionic” chip is now powering the device which is 25% faster than the A10. It’s paired with the first ever Apple GPU design which is a big bloody deal as Apple hasn’t been in the chip designing business for that long. In terms of the camera, there’s an enhanced 12MP camera with better image signal processor. It now supports 1080p slomo video at 240fps and 4K at 60fps. Wireless charging using the Qi standard is now available. You can pre order on Sept 15, and it will be available on Sept 22. iPhone 8 and iPhone 8 Plus will be available in 64GB and 256GB storage capacities from $699 USD and $799 USD respectively.
  • The “one more thing” that was announced was the iPhone X. It has a 5.8″ display that is edge to edge. It follows the tight curve of the design. Glass on front and back makes it look sharp. It’s water and dust sealed and comes in Space Gray and Pearl Silver. It has a new display called the Super Retina display which is a OLED display with 458ppi which is an insane amount of pixels. You can wake the iPhone x by raising the phone or you can tap on screen. It has a new UI which allows you to swipe up from bottom to go Home. Which by the way illustrates that there is no more home button. For multitasking, swipe up and pause, and you’re in multitasking. You unlock the phone with your face and that’s called FaceID and Face ID is supported everywhere Touch ID is. For example, you can use your face to pay for stuff which sounds weird. The camera is a dual 12MP sensors. It can be charged wirelessly as well. It’s all powered by the “A11 Bionic” chip. It starts at $999 USD and you can pre-order one on October 27 and it ships on November 3. iPhone X comes in 64GB and 256GB capacities.
  • As an aside, the iPhone SE, the iPhone 6S, and the iPhone 7 aren’t going anywhere for now.
  • Related to this, Apple is making a mat called AirPower that can charge the Series 3 Watch, iPhone 8 or X, and Airpods in wireless charging case at the same time. It will be available “next year”…… Whatever that means.
  • For those of you who aren’t getting an iPhone 8, iOS 11 will be available Sept. 19.

Oddly enough, macOS High Sierra and tvOS weren’t mentioned. But I would imagine that they’re going to be available on September 19th. I’ll update this post with that and anything else that I come across.

UPDATE: macOS High Sierra will be available on September 25th. tvOS will be out on September 19.

UPDATE #2: It appears that Apple has new AirPods that work with the AirPower charging mat. The difference is the case which supports wireless charging and it isn’t clear if that will be sold separately to those who own AirPods. Nor is it clear when they will ship.

UPDATE #3: You can watch a replay of the event.  Just head to the event page and it will start streaming.

UPDATE #4: Telus reached out to me to say that besides the Series 3 Apple Watch, they will offer all of Apple’s latest products starting on September 22, including the new generation iPhone 8 and iPhone 8 Plus. Customers will be able to pre-order iPhone 8 and iPhone 8 Plus beginning Friday September 15 at


One Response to “So… What Did Apple Announce Today?”

  1. […] of the things that I found curious when the Series 3 Apple Watch with LTE connectivity was announced at the Apple Event yesterday was the fact that one of the big three carriers was missing from the list of Canadian carriers that […]

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