Apple Watch Series 5

Apple announced its next generation Apple Watch, the Series 5. In this iteration, the screen is always on. Flipping it to your wrist increases the brightness. Apple also touted the “ultra-efficient” low-power of its new hardware, reports FT’s Patrick McGee.

The watches are made from 100 per cent recycled aluminium in gold, silver and space gray. Apple will also offer two titanium models for the first time. One has a ‘diamond-like coating.’ It also offers new Hermes straps for the Apple Watch Series 5.

The watches are available to order today and will be in stores September 20. The Series 5 starts at $399.

Apple unveils new iPads

Apple has announced its seventh generation of iPad tablets.

The new version has a 10.2-inch Retina display with 3.5m pixels. Apple says it has three-times the pixels of the best-selling PC laptop, with two-times the processor performance, Patrick McGee reports.

It will also weigh about a pound and offer up to 10 hours of battery life. It will be made of 100 per cent recyclable aluminium.

Prices will start at $329. “We can’t think of another device that delivers this much value,” says an Apple executive.

Netflix takes a spill

Apple is using its branding power and financial resources to undercut the competition in streaming television shows.

Shares in streaming site Netflix fell nearly 3 per cent to $285.72 after Apple on Tuesday revealed it is pricing its Apple TV+ subscription at $4.99 a month, including family access.

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By comparison Netflix charges $8.99 for a basic plan. Its standard plan that allows access to two screens at a time costs $12.99 while its premium access, which allows viewing on four screens at a time costs $15.99 a month.

Apple TV+ to cost $4.99/month

Tim Cook delivered the first big surprise of the day: Apple’s new streaming video service will cost just $4.99 per month for a family subscription.

“This is crazy,” Mr Cook said. “All these great shows for the price of a movie rental.”

Apple TV+ will come free for a year with the purchase of a new device such as an iPhone or Macbook.

The first shows will be available November 1 through the Apple TV app, and more originals will added every month. The launch will include over 100 countries.

One of Apple’s shows, “See”, will star Jason Momoa.

From Patrick McGee:

It takes place centuries from now, when most humans have lost the ability to see. “For the few who remain, vision is only a myth,” the preview says.

Trailers for Apple’s first TV shows have been watched more than 100m times, according to Mr Cook.

Apple Arcade pricing revealed

Apple Arcade will launch September 19 in 150 countries, with 100-plus games launching in the weeks ahead, Patrick McGee reports.

The service will cost $4.99 per month. The first month will be free.

More on gaming

From Patrick McGee:

Now it’s Peter Fabiano from Capcom, to show off an underwater gaming experience. “We’re bringing our brand of game design to a new, wider gaming audience.”

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Apple Arcade

Patrick McGee reports

Apple’s reveals world’s first game subscription service, with 100+ groundbreaking, exclusive games. These games can’t be found anywhere else.

“No games service has ever launched so many games at once.”

Tim Cook takes the stage

Apple chief executive Tim Cook took the stage to mark the start of the event.

Apple looks beyond the smartphone

With Apple on the verge of revealing its iPhone 11 there is some concern that the percentage of customers willing to shell out extra cash could be considerable lower if the company fails to unveil any big technology improvements, according to FT’s Patrick McGee.

Geoff Blaber, tech analyst for CCS Insight said while Tuesday’s presentation is still “the iPhone event” the phones have been relegated from the central product to merely “the building blocks” for Apple’s wider ambitions.

Read the full story

It’s almost showtime.

Today Apple will hold its closely-watched fall product event in Cupertino, as the tech giant begins the rollout of new iPhones and Watches.

The main event will be the unveil of Apple’s next generation of iPhones, its flagship device that accounted for nearly half of net sales in the most recent quarter. Apple is expected to introduce upgrades for its current high-end iPhones, the XS and XS Max, and a new version of its lower-priced smartphone.

Apple’s services – a fast-growing segment for the company that includes iTunes and the App Store – will also be in the spotlight.

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CFRA analyst Angelo Zino expects Apple to announce pricing and a launch date for Apple TV+, the company’s upcoming streaming service. The company has invested heavily in the project, signing up Oprah Winfrey, Steven Spielberg and Jennifer Aniston, among others, to create original shows and movies. You can read more about that here.

Apple’s presentation will begin at 1pm EST, or 10am local time in California. Our correspondent Patrick McGee is on site at the Steve Jobs Theatre and will be covering the event live. You can watch the livestream here.

Via Financial Times