Apple Special Event, September 2018 [text archive]

    Earlier last month, Apple ’s capitalization broke through a trillion dollar mark, and more than half of the company's revenue comes from the iPhone. Apple updates its line of smartphones traditionally in the fall. There is nothing surprising in the fact that both fans of electronics and stock analysts, as well as representatives of the Android camp, listen to the two-hour presentation. Sometimes manufacturers of androidophones borrow some technical and design solutions, while not always successfully .

    The beginning of the autumn presentation of this year is scheduled for September 12 at 20:00 Moscow time (at 10 am local). The show program expects three smartphones, another generation of Apple Watch watches and other updates. Unfortunately, the rounded vaults of the Theater. Steve Jobs in Cupertino will not be able to accommodate all the millions of people interested. As usual, the video broadcast of the presentation is available on the Internet . Inside this post is a text translation of the event.

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    Anatoly Budko Anatoly Budko at 17:16, 12 September 2018
    17:16, 12 September 2018


    On August 30, two weeks before the presentation, the press representatives received invitations to it.

    Apple traditionally hides in the design of invitations hints of advertised products. This year's design is lacaonic. A few concentric gold rings of different widths on a uniform black background are accompanied by the slogan Gather round (“gather around”). Perhaps this is a hint of the shape of the campus Apple, perhaps this is an indication of the form of entry into the Steve Jobs Theater, where the presentation will take place.

    The slogan can be the first line of the lyrics of Bob Dylan, which Steve Jobs quoted in Macintosh historical presentation in 1984. Can it happen that today Apple will show something breakthrough, and not just product updates?

    Anatoly Budko Anatoly Budko at 17:23, 12 September 2018
    17:23, 12 September 2018

    Steve Jobs Theater

    For the first time, the Theater was used a year ago, on September 12, 2017, for the presentation of a new product . Then Apple introduced two versions of the iPhone 8 and iPhone X.

    An overhead transparent dome is only an entrance to the Theater. The hall where new products are shown to journalists and bloggers is underground.

    Anatoly Budko Anatoly Budko at 17:26, 12 September 2018
    17:26, 12 September 2018

    Shooting Apple Park last month from the air.

    Anatoly Budko Anatoly Budko at 18:01, 12 September 2018
    18:01, 12 September 2018


    Leaks form a good picture of what will be announced. Of course, Apple is far from Google, which has lost a whole drawer of smartphones, some of which then migrated into the hands of reviewers. Pixel 3 XL became so recognizable that a taxi driver, forgotten in Lyft, easily recognized it as a still unreleased Google smartphone.

    - Today, three models of smartphones will be presented, rather than two, as has happened since 2014.

    - Leak from site map says they will be called iPhone XS , iPhone XS Max and iPhone XR .

    - Smartphone with a 5.8-inch OLED-screen: from $ 899, 64/256/512 GB of memory, gray space / silver / gold, stainless steel / glass, two cameras of 12 megapixels.

    - Smartphone with 6.5-inch OLED-screen: from $ 999, 64/256/512 GB of memory, gray space / silver / gold, stainless steel / glass, two 12 megapixel cameras.

    - Smartphone with a 6.1-inch LCD screen: a follower of a low-end SE from $ 699, 64/128/256 GB of memory, black / white / red / yellow / coral / blue, aluminum / glass, one 12 megapixel camera.

    - All three phones: A12 chip, made on the TSMC 7-nm tehprotsess. Rumors say that only TSMC will supply this system on a chip. Hopefully, a virus attack did not prevent production .

    - All three phones: FaceID and frameless.

    - 3 (for the budget device) or 4 GiB of RAM.

    - Perhaps some phones will be dvuhsimochnyh. Rumors say that not all models and not in all markets will support this.

    One of the leaked images

    6.1-inch devices



    Of course, all this is unconfirmed information. Rumors will be confirmed or disproved within a couple of hours.

    Anatoly Budko Anatoly Budko at 18:15, 12 September 2018
    18:15, 12 September 2018

    4th generation Apple Watch

    In the beta version of WatchOS 5, it was noted that the new watch may have a resolution of 384 × 480, and not 312 × 390 Series 3 pixels. Probably, the watch will also become completely frameless.

    Screens will grow. Rumors say that the smaller version will reach 40 mm instead of 34 mm, the diagonal of the more expensive model will be 44 mm, not 39 mm.

    Perhaps the new Apple Watch will disappear mechanical buttons. They will be replaced by touch-sensitive touch buttons that do not move.

    Anatoly Budko Anatoly Budko at 18:18, 12 September 2018
    18:18, 12 September 2018

    Apple's online store has traditionally closed. It always happens when new items appear in it soon.


    Anatoly Budko Anatoly Budko at 18:31, 12 September 2018
    18:31, 12 September 2018

    Other expectations

    On the one hand, there are rumors about the release of a new version of the iPad Pro. On the other hand, there is no mention of it in the leak of the Apple site map. Perhaps the three-smartphone presentation will not be overloaded with tablets and a MacBook and will transfer them to October.

    Apple will certainly tell you about AirPower's wireless charging. Perhaps it will appear on iPhones and AirPods headset charging case.

    Before the demonstration of devices, we will hear news about software. For example, Craig Federigi with a quarter of an hour will torture our nerves with the success of iOS 12, tvOS 12 and watchOS 5.

    AirPods, iMac and MacMini stationary headphone upgrades are possible.

    Anatoly Budko Anatoly Budko at 18:34, 12 September 2018
    18:34, 12 September 2018

    A little more than an hour is left before the presentation. Journalists are slowly stationed closer to the entrance to the Steve Jobs Theater.

    Anatoly Budko Anatoly Budko at 18:35, 12 September 2018
    18:35, 12 September 2018

    It's still morning in Cupertino. Tim Cook wakes everyone up from Twitter.

    Ivan Zvyagin Ivan Zvyagin at 18:52, 12 September 2018
    18:52, 12 September 2018

    Apple for recycling. This time, cardboard badges instead of plastic. 

    Anatoly Budko Anatoly Budko at 19:35, 12 September 2018
    19:35, 12 September 2018

    Less than half an hour left before the presentation. Already soon, Apple Music will play on the broadcast page .

    Anatoly Budko Anatoly Budko at 19:41, 12 September 2018
    19:41, 12 September 2018

    What is common to the temperature in Cupertino on the Fahrenheit scale and the dollar to ruble rate? They rise to seventy and above. Do not forget that the cost of new products should be transferred at the rate of 70-75 rubles per US dollar.


    Anatoly Budko Anatoly Budko at 19:51, 12 September 2018
    19:51, 12 September 2018

    Video broadcasting earned

    If you are reading this text in a modern browser on a computer with a modern operating system, then you can probably also view it by reference. The times when she only worked on Apple devices in the past. Chrome and latest versions of Firefox also support the necessary technologies.

    Anatoly Budko Anatoly Budko at 20:01, 12 September 2018
    20:01, 12 September 2018

    The video shows how journalists are invited into the hall.


    Ivan Zvyagin Ivan Zvyagin at 20:03, 12 September 2018
    20:03, 12 September 2018

    On the screen in the theater, Steve Jobs is now showing a video of a girl running along Apple Park with a suitcase in her hands. Under the musical theme of Mission Impossible. Probably there is a new iPhone.


    Ivan Zvyagin Ivan Zvyagin at 20:03, 12 September 2018
    20:03, 12 September 2018

    Ha! There was a clicker for the presentation. Just!

    Ivan Zvyagin Ivan Zvyagin at 20:05, 12 September 2018
    20:05, 12 September 2018

    On stage, Tim Cook. Behind is the Apple Park logo. Get ready to listen to the story of how Apple came from the first Mac to a trillion dollar estimate.


    Ivan Zvyagin Ivan Zvyagin at 20:06, 12 September 2018
    20:06, 12 September 2018

    Apple has produced 2 billion iOS 0_o devices today


    Ivan Zvyagin Ivan Zvyagin at 20:08, 12 September 2018
    20:08, 12 September 2018

    New Apple Watch will be introduced by Apple COO Jeff Williams.


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