Apple has revealed a new Watch, which includes a display that will never turn off.
Until now, users had to dramatically whip their hand up, or tap the display, to make the screen turn on. That meant that the Watch did not show the time, most of the time.
Now it will be always-on, letting people see the time whenever they want.
The Watch will still have a battery that will last all day, Apple said. Using new screen technology, it will be able to last just as long as the existing model.
As well as the new display, it will have a compass and new features that will allow it to call the emergency services wherever it is, Apple said.
The GPS model of the Watch will cost $399, Apple said, and the cellular version will cost $499. Orders open today and will be available in shops from 20 September.
Apple will also keep the older Watch around, selling it for $199.
Apple also introduced new looks for the Watch, including a titanium model.
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Even with hours left to go until the event, last-minute rumours are revealing what the new iPhone 11 might look like. Or, specifically, what it won't look like: according to numerous reports, the long-rumoured feature that would allow the back of the iPhone to work like a charger is not actually going to arrive with this phone.
The feature appeared to make sense: competitors like Samsung already have it, and it could be a useful way to charge up devices like AirPods or even other people's iPhones.
But according to reporters including the usually reliable Mark Gurman, that's not coming. And the reason why could be a little worrying and embarrassing for Apple:
"Have heard as well Apple has been having some issues with the reverse wireless charging for AirPods/Watch on back of the new high-end iPhones, despite it being planned," he wrote on Twitter. "This is a feature Samsung has had for months and would be Apple’s second miss on charging (AirPower) if true."
This is the iPhone event, of course – it's too important for it to be anything else. But that doesn't mean the iPhone will be the most interesting or telling thing about today's proceedings.
In fact, plenty of other things could be more interesting. So here's what else to watch for, and why those things might matter more.
Apple is about to hold its biggest event of the year and the iPhone isn't going to be the most interesting moment
Apple could give some major hints about the future of the company – but they won't be in the handsetSome more last-minute rumours from usually reliable Apple reporter Mark Gurman, who has suggested new names for all three of those new phones:
(This is worth taking with a pinch of salt, however: names of devices, like prices, are known only by a very limited number of people with Apple and so leak less often. They're also not usually actually written on the boxes or anything, which means that they can be changed at the very last moment.)
And yet another rumour from Mark Gurman: there will be one iPad revealed on stage today, too.
At the moment, the entry-level iPad is 9.7-inches, so presumably this would replace that. It hasn't been updated since last year, so a refresh would make sense, and Apple has been gradually making its tablets bigger so an upgrade in screen real estate would also make sense.
iPads had been expected to be pushed into another event in October, however. So it's not clear whether one being announced would mean there are more to come next month, that something else will be coming at that October event – or that it simply won't happen at all, and today's show is the last we'll see from Apple this year.
One of the things we'll get to hear today is the release date for iOS 13. It brings a whole set of features – probably most obvious among them is the dark mode – but it also makes some smaller changes, too.
One of them is the way that it tries to protect your privacy. On the new operating system, the phone tries to alert you if an app is tracking your location, and asks you whether you really want to share that data with the app. (Android 10 also has a similar feature.)
That's probably going to be difficult for apps like Facebook, which have been criticised for the wealth of data they gather on things like location. Which is why the company has published a blog post ahead of the release, explaining why it does that.
"Facebook is better with location," the post, written by engineering director Paul McDonald, reads. "It powers features like check-ins and makes planning events easier. It helps improve ads and keep you and the Facebook community safe. Features like Find Wi-Fi and Nearby Friends use precise location even when you’re not using the app to make sure that alerts and tools are accurate and personalized for you."
Apple is not expected to include 5G support for the iPhone 11, meaning it will fall a step behind rivals like Samsung.
This may not matter for markets like the US and the UK, where 5G coverage is very limited, but it could have an impact on certain Asian markets.
Peter Jarich, head of mobile data firm GSMA Intelligence has been in touch to share his views on this:
Apple can’t rest on its laurels; its business success depends on it.A lack of 5G support in the new iPhone won’t surprise anyone, though it will still disappoint operators looking for 5G devices to help them drive traffic to new 5G networks. At the same time, new features that are expected – improved camera functionality, improved processor, upgrade to Wi-Fi 6 – may all seem incremental rather than revolutionary, particularly if the product line and form factor line-ups remain relatively constant. In reality, form factor (and pricing) diversity, combined with a compelling case for customers to upgrade, is an important strategy for keeping the iPhone relevant for a broad set of smartphone users, while keeping sales robust. And as services continue to grow as a revenue source for Apple, it’s increasingly important for Apple to get iPhones into the hands of consumers.
As is customary, the Apple Store has gone down ahead of today's event.
Next time it's back, it should be filled with new iPhones, and maybe Apple Watches and iPads too.
If you want to reminisce on where it all began, you can watch Steve Jobs introduce the original iPhone in full below.
Every once in a while, a revolutionary product comes along that changes everything...
The iPhone has come a long way since Jobs' 2007 keynote. One thing the late Apple co-founder probably didn't foresee was the current size of the current iPhone crop. He famously said about rivals opting for larger-screen devices: "No one's going to buy that."
iPhones have only grown in size since the original 3.5-inch version, with larger models now measuring almost twice that.
Looking forward, people are speculating about what iPhones might look like in 10 years. The expected addition of an extra camera lens on the iPhone 11 has led to some strange imaginings.
Other memes doing the rounds on social media ahead of the iPhone 11 launch are poking fun at the escalating prices of iPhones in recent years.
There's a fair few jokes about how people are planning to pay, with some suggesting they'd need to sell an organ before they could afford it.
Others have noted that you could but two second-hand Toyotas for the anticipated price of the premium version of the iPhone 11.
If you're wondering about the prices for the iPhone 11 range, the latest leak from SlashLeaks has you covered:
iPhone 11 - $749
iPhone 11 Pro - $999
iPhone 11 Pro Max - $1,099
This is the same pricing as last year for Apple's new iPhones.
Apple is also expected to slash the prices of last year's iPhone X and iPhone XS.
It's 7am in California, which means T-minus three hours until the Apple Event gets underway.
For the first time ever, Apple has made it possible to watch an iPhone unveiling on YouTube.
You'll be able to watch it here: https://www.youtube.com/watch?v=996wliAI_y4
It wasn't so long ago that viewers needed some form of Apple hardware or software just to watch the event.
Old iPhone models will lose up to 30 per cent of their value in the 24 hours following today's iPhone 11 event, according to some new research that's just floated in to my inbox.
The fourth annual Phone Depreciation Report from Music Magpie also gives an idea of how quickly the price of smartphones depreciate after their launch.
That chart below does not look good for Huawei.
It might have something to do with the US trade ban, which has hit smartphone sales of the Chinese tech giant hard.
Speaking of Huawei, I wonder if CEO Ren Zhengfei will be buying his family a new iPhone 11?
Huawei boss admits he buys iPhones for his family
'One can't narrowly think love for Huawei should mean loving Huawei phones'In this hugely popular post, one Twitter user says that the pictures showing the variety of cameras on the new iPhone is triggering their trypophobia – a fear of irregular patterns of tiny holes.
It's not the first time that has happened this year. Apple's new Mac Pro, which can be seen below, also caused discomfort in some people who saw it.
People have also noted the similarity of the camera lens alignment to various objects.
Is it a bowling ball?
Or perhaps a coconut?
Just one hour to go until show time.
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