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Tim Cook speaking at the Apple Special Event at Apple headquarters in Cupertino, US.
Scene at the Steve Jobs Theatre.

CUPERTINO: Malaysians normally have to wait about a month before they can get the newly-launched iPhones, but this year, they can get the new iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max on Sept 27, just a week after the US availability, making it one of the early countries to receive the new iPhones.

The Cupertino-based company today (Sept 10) raises up the curtain on the new iPhones as well as other products and services, such as the Apple Watch Series 5, iPad 7, Apple TV+, Apple Arcade and Health Studies and Research app at the iconic Steve Jobs Theater, which has been the main venue for Apple products launch since the past three years.

As usual, Apple chief executive Tim Cook played the role the introducer to all the new products before they were presented further by the respective key executives.

Schiller presenting the new iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max.


The new iPhones are said to be more powerful with improvement on features that people use the most throughout their day.

All three versions of the phones are powered by Apple’s new A13 Bionic chip and iOS 13, designed to crunch the most demanding tasks.

“The iPhone 11 is the next generation of iPhone, packed with great new capabilities in an incredible design, including new Ultra Wide and Wide cameras for gorgeous videos and photos, the power and ease of use of iOS 13, and A13 Bionic — the fastest chip ever in a smartphone that quickly handles the tasks that matter most to people every day,” said Phil Schiller, Apple’s senior vice president of Worldwide Marketing. “With the tight integration between hardware, software and services, the advancements in iPhone 11 bring an unparalleled user experience at an affordable price to even more customers. We think people will love it,” he said at the launch.

With a back design that is precision milled and sculpted from a single piece of glass, 6.1-inch iPhone 11 is said to feature the toughest glass ever in a smartphone. It is rated IP68 for water resistance up to 2 meters for up to 30 minutes, and is protected against accidental spills from common liquids such as coffee and soda.

The iPhone 11 comes in six new colours, including purple, green, yellow, black, white and PRODUCT(RED).


Next come the much-awaited announcement, the flagship iPhone 11 Pro and iPhone 11 Pro Max.

The two phones, which come in 5.8-inch and 6.5-inch display respectively, are designed to deliver advanced performance for users who want the very best smartphone.

The new Super Retina XDR display, a custom-designed OLED, provides users with an immersive HDR viewing experience for movies and other high-definition video with up to 1,200 nits brightness.

It features wide colour support with system-wide colour management and True Tone to offer a more natural viewing experience. With a 2 million-to-one contrast ratio with true blacks, pro users can enjoy a more vivid viewing experience for HDR videos and photos, and the Super Retina XDR display is even more power efficient.

The pro versions also use the same A13 Bionic chip in the iPhone 11.

The feature that sets the iPhone 11 and iPhone 11 Pro and Pro Max is the installation of a triplet camera system on the latter two.

The phones are said to provide a pro-level camera experience with an Ultra Wide, Wide and Telephoto camera, and they can also deliver huge improvements to low-light photography, highest quality video on a smartphone that is great for shooting action videos.

The triple-camera system also takes Portrait mode to a new level with the ability to choose Wide and Telephoto framing, enabling Portrait mode with a wider field of view, great for taking portraits of multiple people. The Telephoto camera features a larger ƒ/2.0 aperture to capture 40 percent more light compared to iPhone Xs for better photos and videos.

The iPhone 11 Pro and iPhone 11 Pro Max come in four gorgeous finishes including a beautiful new midnight green.

“The iPhone 11 Pro and iPhone 11 Pro Max are the most powerful and advanced smartphones we have ever made. They are packed with sophisticated technology that pros can count on to get their work done, and for anyone who wants the very best device made, even if they are not a pro,” said Schiller.

The iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max are priced from RM3,399, RM4,899 and RM5,299 respectively. The iPhone 11 will be available in 64GB, 125Gb and 256GB capacity, while the iPhone 11 Pro and iPhone 11 Pro Max will come in 64GB, 256GB and 512GB versions.

The beautiful Apple Watch Series 5.


Apple Watch gets better in the Series 5.

While the design may look the same as the Series 4, the new version debuts an Always-On Retina, to make it easy for users to see the time and other important information, without raising or tapping the display.

Apple also introduced new location features, from a built-in compass to current elevation, help users better navigate their day, while international emergency calling allows customers to call emergency services directly from Apple Watch in over 150 countries, even without iPhone nearby.

Apple Watch Series 5 is available in a wider range of materials, including aluminium, stainless steel, ceramic and an all-new titanium. Combined with the power of watchOS 6, users are empowered to take charge of their health and fitness with new features like Cycle Tracking, the Noise app and Activity Trends.

The watch face has been optimised for the new display and to preserve battery life, the screen intelligently dims when a user’s wrist is down and returns to full brightness with a raise or a tap. Several advanced technologies work together to deliver this new feature, including the industry’s only low-temperature polysilicone and oxide display (LTPO), ultra-low power display driver, efficient power management integrated circuit and new ambient light sensor. This combination of hardware innovation and incredible software design allows Apple Watch Series 5 to offer all-day 18-hour battery life

“We’ve seen Apple Watch have a meaningful impact on our customers’ lives and we’re excited to deliver even more capabilities with Apple Watch Series 5 and watchOS 6,” said Jeff Williams, Apple’s chief operating officer.

“The seamless integration of new hardware and software delivers an enhanced experience that makes it even easier to stay active and connected to the people and information users care about,” he said.

Apple introduced a new case material made of titanium, a prized material in watchmaking that has superb strength-to-weight ratio and is lighter than stainless steel. Available in two beautiful brushed finishes, the natural titanium has a custom-engineered surface which helps maintain its colour and resist staining, while the space black titanium achieves its deep colour from a diamond-like coating (DLC).

Meanwhile, classic styles like the stainless steel case in gold, silver and space black remain, while the aluminium case in silver, gold and space grey is now made for the first time from 100 percent recycled 7000 series aluminium.

The Apple Watch Series 5 (GPS) prices start from RM1,749 and will be available soon.

Apple iPad 7

iPAD 7

The new iPad 7 features a 10.2-inch Retina Display, Apple Pencil and Smart Keyboard Support, and iPadOS.

At RM1,449 price tag, it is still the most affordable iPad.

The upgraded iPad features a 10.2-inch Retina display and the latest innovations including Apple Pencil 2 support, the fast A10 Fusion chip, advanced cameras and sensors, unmatched portability and connectivity, ease of use and great all-day battery life.

“The new iPad packs even more value into our most popular and affordable iPad model featuring a bigger 10.2-inch Retina display, support for Apple Pencil and for the first time, the full-size Smart Keyboard,” said Greg Joswiak, Apple’s vice president of Product Marketing.

“The new iPad was built to run iPadOS, which introduces powerful new ways to multitask, manage and mark up documents, use Apple Pencil and view more information at a glance on a redesigned Home screen. This new iPad with iPadOS takes everything people love about our most popular iPad and makes it even better for creating, learning, working and playing.”

The new 10.2-inch Retina display iPad has nearly 3.5 million pixels and a wide viewing angle making it a vivid canvas for creative expression and perfect for immersive augmented reality (AR) experiences that take advantage of its enhanced cameras and advanced sensors. Featuring the powerful A10 Fusion chip, the new seventh-generation iPad brings up to two times faster performance over the top-selling Windows PC4 for powerful multitasking and smooth gameplay in Apple Arcade.

Designed to be ultra-portable and durable, the new iPad weighs about one pound and for the first time features an enclosure made from 100 percent recycled aluminium with the same strength, durability and beautiful finish as the aluminium in all Apple products.

Staying connected is easy on iPad with ultra-fast wireless performance and support for Gigabit-class LTE connectivity — delivering three times faster6 cellular data connections.

With Touch ID, unlocking iPad is simple and secure using just a finger, to keep important information safe.

The new iPad is available to order starting today and will be available in stores from Sept 30, 2019.

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