X is Best as Apple Announces iPhone X

We knew there was going to be a “one more thing” moment and when it arrived Apple delivered with the iPhone X going all out to be the best smartphone the World has seen.

With an edge to edge super crisp screen, a beast of a processor, extremely impressive dual cameras, super fast chipset, advanced augmented reality support and the lovable animojis, iPhone X looks to be absolutely stunning albeit with a premium pricetag…

The home button is gone, replaced with Face ID and gesture based controls which admittedly we aren’t sold on but time will tell.

“For more than a decade, our intention has been to create an iPhone that is all display. The iPhone X is the realisation of that vision,” said Jony Ive, Apple’s chief design officer. “With the introduction of iPhone ten years ago, we revolutionised the mobile phone with Multi-Touch. iPhone X marks a new era for iPhone — one in which the device disappears into the experience.”

“iPhone X is the future of the smartphone. It is packed with incredible new technologies, like the innovative TrueDepth camera system, beautiful Super Retina display and super fast A11 Bionic Chip with neural engine,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “iPhone X enables fluid new user experiences — from unlocking your iPhone with Face ID, to playing immersive AR games, to sharing Animoji in Messages — it is the beginning of the next ten years for iPhone.”

Gorgeous All-Screen Design
iPhone X introduces a revolutionary design with a stunning all-screen display that precisely follows the curve of the device, clear to the elegantly rounded corners. The all-glass front and back feature the most durable glass ever in a smartphone in silver or space grey, while a highly polished, surgical-grade stainless steel band seamlessly wraps around and reinforces iPhone X. A seven-layer colour process allows for precise colour hues and opacity on the glass finish, and a reflective optical layer enhances the rich colours, making the design as elegant as it is durable, while maintaining water and dust resistance.

Remarkable Super Retina Display
The beautiful 5.8-inch Super Retina display is the first OLED panel that rises to the standards of iPhone, with stunning colours, true blacks, a million-to-one contrast ratio and wide colour support with the best system-wide colour management in a smartphone. The HDR display supports Dolby Vision and HDR10, which together make photo and video content look even more amazing. The addition of True Tone dynamically adjusts the white balance of the display to match the surrounding light for a more natural, paper-like viewing experience.

iOS 11 is redesigned to take full advantage of the Super Retina display and replaces the Home button with fast and fluid gestures, allowing customers to naturally and intuitively navigate iPhone X. Simply swipe up from the bottom to go home from anywhere.

Face ID, a Powerful & Secure Authentication System
Face ID revolutionises authentication on iPhone X, using a state-of-the-art TrueDepth camera system made up of a dot projector, infrared camera and flood illuminator, and is powered by A11 Bionic to accurately map and recognise a face. These advanced depth-sensing technologies work together to securely unlock iPhone, enable Apple Pay, gain access to secure apps and many more new features.

Face ID projects more than 30,000 invisible IR dots. The IR image and dot pattern are pushed through neural networks to create a mathematical model of your face and send the data to the secure enclave to confirm a match, while adapting to physical changes in appearance over time. All saved facial information is protected by the secure enclave to keep data extremely secure, while all of the processing is done on-device and not in the cloud to protect user privacy. Face ID only unlocks iPhone X when customers look at it and is designed to prevent spoofing by photos or masks.

Reinvented Front & Back Cameras Featuring Portrait Lighting
The new 7-megapixel TrueDepth camera that enables Face ID features wide colour capture, auto image stabilisation and precise exposure control, and brings Portrait mode to the front camera for stunning selfies with a depth-of-field effect.

iPhone X also features a redesigned dual 12-megapixel rear camera system with dual optical image stabilisation. The ƒ/1.8 aperture on the wide-angle camera joins an improved ƒ/2.4 aperture on the telephoto camera for better photos and videos. A new colour filter, deeper pixels and an improved Apple-designed image signal processor delivers advanced pixel processing, wide colour capture, faster autofocus in low light and better HDR photos. A new quad LED True Tone Flash offers twice the uniformity of light and includes Slow Sync, resulting in more uniformly lit backgrounds and foregrounds.

The cameras on iPhone X are custom tuned for the ultimate AR experience. Each camera is individually calibrated, with new gyroscopes and accelerometers for accurate motion tracking. The A11 Bionic CPU handles world tracking, scene recognition and the GPU enables incredible graphics at 60fps, while the image signal processor does real-time lighting estimation. With ARKit, iOS developers can take advantage of the TrueDepth camera and the rear cameras to create games and apps offering fantastically immersive and fluid experiences that go far beyond the screen.

The new camera also delivers the highest quality video capture ever in a smartphone, with better video stabilisation, 4K video up to 60fps and 1080p slo-mo up to 240fps. The Apple-designed video encoder provides real-time image and motion analysis for optimal quality video.

Portrait mode with Portrait Lighting on both the front and rear cameras brings dramatic studio lighting effects to iPhone and allows customers to capture stunning portraits with a shallow depth-of-field effect in five different lighting styles.

With iOS 11, iPhone X supports HEIF and HEVC for up to two times compression and storage for twice the photos and videos.

Animoji Brings Emoji to Life 
The TrueDepth camera brings emoji to life in a fun new way with Animoji. Working with A11 Bionic, the TrueDepth camera captures and analyses over 50 different facial muscle movements, then animates those expressions in a dozen different Animoji, including a panda, unicorn and robot. Available as an iMessage app pre-installed on iPhone X, customers can record and send Animoji messages with their voice that can smile, frown and more.

Introducing A11 Bionic
A11 Bionic, the smartest and most powerful chip ever in a smartphone, features a six-core CPU design with two performance cores that are 25 per cent faster and four efficiency cores that are 70 per cent faster than the A10 Fusion, offering industry-leading performance and energy efficiency. A new, second-generation performance controller can harness all six cores simultaneously, delivering up to 70 per cent greater performance for multi-threaded workloads, giving customers more power while lasting up to two hours longer than iPhone 7. A11 Bionic also integrates an Apple-designed GPU with a three-core design that delivers up to 30 per cent faster graphics performance than the previous generation. All this power enables incredible new machine learning, AR apps and immersive 3D games.

The new A11 Bionic neural engine is a dual-core design and performs up to 600 billion operations per second for real-time processing. A11 Bionic neural engine is designed for specific machine learning algorithms and enables Face ID, Animoji and other features.

Designed for a Wireless Future
The glass back design enables a world-class wireless charging solution. Wireless charging works with the established Qi ecosystem, including two new wireless charging mats from Belkin and mophie, available from apple.com/nz.

Apple gave a sneak peek of AirPower, an Apple-designed wireless charging accessory coming in 2018, which offers a generous active charging area that will allow iPhone 8, iPhone 8 Plus or iPhone X customers to simultaneously charge up to three devices, including Apple Watch Series 3 and a new optional wireless charging case for AirPods.

Pricing & Availability
iPhone X will be available in silver and space grey in 64GB and 256GB models starting at Recommended Retail Price, NZ$1799 inc. GST for the 64GB model and RRP NZ$2099 inc. GST for the 256GB model from apple.com/nz and is also available through Apple Authorised Resellers and carriers (prices may vary). Pre-orders will open on 27 October with availability starting from 3 November which includes New Zealand and Australia.

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