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At 1 a.m. Beijing time on September 11 (10 a.m. local time on September 10 in California) , Apple's 2019 Fall New Product Launch Conference was held as scheduled at the Steve Jobs Theater in Apple Park, California, USA. Apple CEO Cook appeared on the stage on time wearing a black gown and went straight to the point about the three main contents of the conference - hardware, software and services. The press conference lasted nearly two hours. From the hardware perspective, three new iPhone models were released - iPhone 11, iPhone 11 Pro, iPhone 11 Pro Max, Apple Watch Series 5, and the seventh-generation iPad. The largest-sized MacBook Pro previously circulated on the Internet did not appear. In terms of software, Apple brought many functional improvements to iPadOS, enhanced low-light photography under iOS, etc. In terms of services, it launched the game subscription service Arcade and Apple TV +, but these two services are currently not available in mainland China. Next, let’s review the highlights of Apple’s fall 2019 new product launch conference. The iPhone has always been the focus of Apple's fall conference. This conference continued the format of releasing three models at the same time last year and adopted a new name - iPhone 11, iPhone 11 Pro, iPhone 11 Pro Max. The appearance still retains the "bangs". It is an upgraded version of last year's iPhone XR, iPhone XS and iPhone XS Max. The domestic versions all support dual SIM cards and will start accepting pre-orders on September 13 (this Friday) . Judging from the length of the speech, this time more time was spent on introducing the camera and photography functions. The iPhone 11 has a dual-camera on the rear, while the Pro/Pro Max has a triple-camera on the rear, both of which have one more camera than the previous generation. The front camera is 12 million pixels, and the rear main camera is also 12 million pixels, which is not an advantage among domestic mobile phone manufacturers that often use tens of millions of pixels. To strengthen user stickiness, Apple launched trade-in and installment payment services. Users can trade in their old iPhones for new iPhones, and the trade-in prices for the three new iPhones are $399, $599, and $699 respectively. [[276538]] The body of the iPhone 11 is still made of glass. In terms of color, there are 6 colors: purple, white, green, yellow, black and red. It uses a 6.1-inch Liquid Retina display, and the speakers support spatial audio, as well as Dolby Atmos and cinema-level image stabilization. The camera function of this model was highlighted: it is equipped with dual cameras, namely a 12-megapixel wide-angle lens, 26mm focal length, f/1.8 aperture, and a 12-megapixel ultra-wide-angle camera, 13mm focal length, f/2.4 aperture, and 120-degree field of view. The ultra-wide-angle lens supports 2x optical zoom, and a new immersive camera user interface has been added to show ultra-wide-angle perspectives outside the frame; the portrait mode supports pets and adds a new "high-tone black and white" mode. In addition, the night shooting mode has also been added for the first time. The video shooting capability of iPhone 11 has also been enhanced, supporting 4K 60fps, slow motion, time-lapse photography, and extended dynamic range. The front camera uses a 12-megapixel TrueDepth camera, supports 4K 60fps and slow motion video shooting, and selfies in horizontal mode can capture more pictures. In terms of performance, the iPhone 11 uses the new A13 Bionic chip, which is said to have both the fastest processor and the fastest graphics processor in a smartphone. In terms of battery life, Apple claims that the iPhone 11 has an hour longer battery life than the iPhone XR. In terms of price, the iPhone 11 in China is priced at 5,499 yuan for 64GB, 5,999 yuan for 128GB, and 6,799 yuan for 256GB.
[[276540]] After the iPhone 11, the iPhone 11 Pro and iPhone 11 Pro Max were released one after another. Both are made of stainless steel and glass, and are available in four colors: silver, gold, space gray, and midnight green. The iPhone 11 Pro is still equipped with a 5.8-inch OLED screen.
In terms of camera, the rear triple-camera, which was previously ridiculed as a "bathroom heater", was unveiled. The three cameras placed in the camera module are named because they look like shower heads in the bathroom.
The three cameras are a 12-megapixel wide-angle lens, a 12-megapixel ultra-wide-angle lens, and a 12-megapixel telephoto lens, which can provide a variety of shooting methods and provide 4K 60fps video shooting capabilities. In addition, Apple has also added a new Deep Fusion computational photography feature to the iPhone 11 Pro, which uses machine learning to improve low-light photography details, take nine photos in a row and synthesize them into long exposures. Like the iPhone 11, the iPhone 11 Pro is also equipped with an A13 processor, which has stronger learning capabilities and low energy consumption, which is directly reflected in the phone's autonomous learning computing and battery life. Apple said that the A13 chip can process 1 billion operations per second, making the new iPhone a smarter phone with more learning capabilities in pictures and daily use. In terms of battery life, the specific battery capacity was not announced at the press conference, but it was announced that the iPhone 11 Pro has 4 hours more battery life than the iPhone XS, and the iPhone 11 Pro Max has 5 hours more battery life than the XS Max. The Chinese version of the iPhone 11 Pro is priced at 8,699 yuan for 64GB, 9,999 yuan for 256GB, and 11,799 yuan for 512GB. The Chinese version of the iPhone 11 Pro Max is priced at 9,599 yuan for 64GB, 10,899 yuan for 256GB, and 12,699 yuan for 512GB.
[[276541]] At this conference, Apple released the 10.2-inch seventh-generation iPad, with a starting price of $329 (the price in China starts at 2,699) . The body is made of renewable and recyclable aluminum. In addition to the screen size being upgraded to 10.2 inches, it is also equipped with an A10 bionic processor, which can greatly improve performance. And for the first time in the iPad series, a smart connector was added, which can use Apple's smart keyboard cover, and is also compatible with the Apple Pencil (first generation) stylus, supporting Apple Arcade and Apple TV+ services. The product will be officially released on September 30. [[276542]] The new Apple Watch Series 5 is made of 100% recycled aluminum alloy. The regular version is priced at US$399 and is available in three colors: silver, gold, and space gray. It has a new off-screen display function to solve the pain point that users have to turn on the screen to see the time. It also has a built-in compass. Users can also make international emergency calls in more than 150 countries around the world by pressing and holding the side button of the new watch. In addition, Apple Watch is also focusing on health care and is currently conducting research projects on hearing, women's menstrual cycle, heart, etc. These functions will be brought with the update of Apple Watch version, and the product will be officially released on September 20. The starting price of the Apple Watch Series 5 GPS version is 3,199 yuan, and the starting price of the GPS + cellular data version is 3,999 yuan. [[276544]] Following Apple Music, another item has been added to the “vanguard of Apple’s service business”. The introduction of games and movies was placed at the beginning of the press conference, and you even forgot that you were at an Apple press conference. The press conference showcased new products from several major game manufacturers: Konami's "Frogger in Toy Town", Capcom's "Shinsekai: Into the Depths", and Annapurna's "Sayonara Wild Hearts". After 20 minutes, it was the turn of the hardware. Apple announced the launch of a gaming service called Arcade on the App Store. The service can be used on iPhone, iPad or Apple TV, and will be launched globally on September 19, initially supporting users in more than 150 countries. More than 100 new games will be launched simultaneously. The monthly service fee is US$4.99 (about RMB 35.5 per month) , and the first month of service can be experienced for free.
[[276545]] Apple TV will be launched on November 1st, and will be available in more than 100 countries at a price of US$4.99 per month. At the same time, Cook said that anyone who purchases Apple products including mobile phones and iPads can get a one-year free trial of Apple TV. Although the theme of this conference is "Innovation", Apple, which once pioneered the history of smartphones, has been absent from innovation for a long time. In the long run, the advantage of Apple's empire is that in addition to hardware products, it has also built a huge iOS software ecosystem. When hardware is weak, there is still a lot of room for imagination in software and services.
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