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Apple debut

Apple set to debut latest iPhones, other hardware

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Apple on Tuesday debuted the iPhone 13 alongside modest improvements to the iPad and Apple Watch, which now features a larger display.

Why it matters: Apple has enjoyed robust sales throughout the pandemic, but needs to convince another wave of customers to upgrade.

During an online event Tuesday, Apple:

  • Introduced iPhone 13 featuring a smaller “notch” surrounding the front-facing FaceID camera. The iPhone 13 mini keeps the smaller-size model introduced last year in the lineup.
  • Both models feature a new A15 bionic processor as well as optical image stabilization previously found only on the Pro line.
  • A new “cinematic mode” allows for something akin to portrait mode in videos by dramatically shifting the point of focus.
  • iPhone 13 mini starts at $699 and iPhone 13 at $799. Both begin at 128GB of memory, double the amount of the previous entry-level model.
  • The iPhone 13 Pro line builds on the new chip and design of the iPhone 13 but adds a 3x zoom lens and larger battery, among other features. The pro line comes in graphite, gold, silver and a new “Sierra blue” color. As with the iPhone 12, there is also a larger-screen Pro Max model with a 6.7-inch display.
    • Apple is also bringing its “ProMotion” variable frame rate from iPad to the iPhone for the first time in this year’s Pro models.
    • iPhone Pro starts at $999 while iPhone Pro Max starts at $1,099. There is also a high-end version with 1 terabyte of memory — the most Apple has offered.
    • Pre-orders for all the iPhone 13 and iPhone 13 Pro models start Friday and will start shipping Sep. 24.
  • Debuted Apple Watch Series 7 with larger displays, thinner borders and more rounded corners. It will start at $399 and debut “later this fall.” (Apple reportedly had early production problems that have since been resolved.)
  • Introduced a new iPad mini with a more powerful processor, a USB-C port and optional 5G cellular connectivity. It starts at $499 and will be available next week.
  • Updated the entry-level iPad with a faster chip and improved camera. Starting at $329.
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