Apple's biggest event of the year took place this morning at the company's global headquarters in California, announcing the latest generation iPhones and the launch of the company's artificial intelligence (AI) software.
With Apple's biggest tech competitors like Samsung, Google, Microsoft and Facebook having already launched their AI initiatives, all eyes are on Apple's plans given their wide market share in the smartphone market, believed by many to be the core interface to AI for most consumers.
Here's what's been revealed. All these new products go on sale September 20.
Four new iPhones - with a camera control button
In line with recent tradition, Apple's iPhone 16 will come in four different variants, the iPhone 16, 16 Plus and two Pro Models, the iPhone 16 Pro and Pro Max.
Apple has skipped last year's pro-level processor the A17 Bionic Chip in the standard iPhone 16 models to bring the AI-inspired A18 Chip to the standard iPhone 16 models.
A new A18 Pro chip will be in the Pro models of iPhone 16 to allow for the capabilities of the more intensive Pro devices.
New to all iPhone 16 models is the camera control button located on the right hand side of the device.
Instantly launch the camera app and start taking photos with a single press, the button is located perfectly to allow for a more traditional "shutter" experience when shooting in landscape mode, while in "selfie" mode the button is ideally placed for the thumb to trigger the photo - as long as the user is right-handed.
The button is touch-sensitive, allowing users to slide their fingers on the button for camera control features, as well as just acting as a camera shutter.
You press the button to launch the camera, press again to take a photo. You can push and hold the button to take a video.
Additionally, as it's touch-sensitive, you can also bring up other camera controls like zoom or depth of field with a tap and slide.
Photography has long been one of Apple's core strengths and key marketing opportunities with the "Shot on iPhone" billboard and advertising campaign now lasting many years.
So it makes sense to double down on that with a more direct hardware-based feature like the shutter button.
It's believed the iPhone is the most used camera in the world, with Apple once saying over three trillion photos were taken on iPhone in just one year.
Apple isn't the first smartphone company to introduce a dedicated shutter button, Sony had this on their Xperia phones many years ago, but as with many features when Apple does something, they aren't often first, but they do it right.
iPhone 16 comes in a range of colours, with the Standard and Plus models in more vibrant green, blue, and pink, along with white and black options.
The iPhone 16 Pro and Pro Max models have more subtle colours such as black titanium, white titanium, natural titanium, and desert titanium.
Through software and hardware changes, Apple claims the iPhone 16 Pro has the best battery life on an iPhone ever.
Apple Intelligence coming sooner or later
Critical to Apple's announcements today is the AI play from the company, called Apple Intelligence. Launching initially only in the US English language, Apple intelligence will launch for Australian English in December.
Apple Intelligence works on all iPhone 16 models, as well as iPhone 15 Pro models.
Capabilities like image generation, photo clean up, and text proof and re-writing are core AI features available now on many devices and platforms.
However, Apple's AI seems to go deeper and integrate more closely with tasks people are using on a daily basis. Text reply recommendations now use AI to understand the context of a conversation, while "notification summaries" will be a game changer for many.
When a user receives a long text message on iPhone with Apple Intelligence the notification is short and simple, essentially summarising the message. Likewise for emails, rather than showing the first two lines of a message you see a short summary so you know what messages you want to take action on.
If you receive multiple notifications from a single app, your iPhone with Apple Intelligence will summarise them all in one notification, essentially nesting them together - you tap to see them all.
Tenth-generation Apple Watch
It was 2014 when Apple CEO Tim Cook announced "one more thing" and revealed the Apple Watch to the world for the first time. It's now the best selling watch brand in the world, and today Apple announced a single new Tenth Generation model - Apple Watch Series 10.
The Apple Watch Series 10 is thinner with a larger screen, and has a new Wide-Angle OLED display which offers up to 40 per cent brighter display when viewed on an angle.
Series 10 also comes in a new gloss black case, a first of its kind.
Size-wise, it's 10 per cent thinner, and the aluminium cases are also 10 per cent lighter.
Additionally a Titanium option replaces the Stainless Steel version, coming in 20 per cent lighter year-on-year.
Thanks to a redesigned charging connection, it's also faster charging than ever before, with a 30-minute charge filling 80 per cent of the battery.
On a health front, the Apple Watch Ultra 2, Series 9 and new Apple Watch Series 10 have a new capability to detect sleep apnea. A feature that requires medical regulator approval, this is an important health metric that's available in many other devices.
The robust and high-end Apple Watch Ultra doesn't get a hardware upgrade, but instead will come in a new satin black finish, as well as offering a new titanium Milanese loop band.
All these Apple Watches will receive a new software upgrade to ensure new features in health and activity tracking.
AirPods upgrade - new models and advanced software
Apple's AirPods are the most popular headphones in the world today, and today Apple announced an all-new model at the entry level called the AirPods 4.
AirPods 4 have the Apple H2 chip, allowing for advanced features like spatial audio and advanced audio features that allow for isolated voice when on phone calls. AirPods 4 also have the smallest case ever for AirPods.
In addition a second version of AirPods 4 will bring active noise cancelling to the open-ear format.
Hours away from the new iPhone, here's where it all began
The AirPods 4 also allow for wireless charging using either an Apple Watch charger or standard Qi wireless charging.
Apple's over-the-ear AirPods Max get an upgrade with a new range of colours, and USB-C charging.
The popular AirPods Pro 2 are not new, but they get a massive software update aimed at health and hearing. On your iPhone you can conduct a clinically valid hearing test, and, if needed the AirPods Pro 2 can be enabled in hearing aid mode based on that test. These clinical tests will require regulator approval, which Apple expects soon.
Trevor Long travelled to the USA as a guest of Apple Australia.
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