Apple Special Event (September 2017)
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| Apple Special Event (September 2017) | |
|---|---|
| Name | Apple Special Event (September 2017) |
| Date | September 12, 2017 |
| Venue | Steve Jobs Theater |
| Location | Apple Park, Cupertino, California, United States |
| Organizer | Apple Inc. |
| Keynote | Tim Cook, Phil Schiller, Craig Federighi, Jony Ive, Angela Ahrendts |
| Attendance | invited press, developers, partners |
| Previous | Apple WWDC 2017 |
| Next | Apple Special Event (October 2018) |
Apple Special Event (September 2017) was a media keynote held by Apple Inc. on September 12, 2017, at the Steve Jobs Theater on the Apple Park campus in Cupertino, California, United States. The event, led by Tim Cook and senior executives including Phil Schiller, Craig Federighi, and Jony Ive, unveiled the iPhone X, iPhone 8, iPhone 8 Plus, and the Apple Watch Series 3, generating widespread coverage across outlets like The New York Times, The Guardian, and The Wall Street Journal. Major technology companies such as Samsung Electronics, Google, Microsoft, and Sony Corporation were cited in analyses comparing hardware, software, and market strategies.
Background
The keynote occurred after a period of competitive developments among Samsung Electronics, Huawei Technologies, Google LLC, Microsoft Corporation, and LG Electronics, with rumors propagated via publications like Bloomberg L.P., Reuters, and The Wall Street Journal. Preparations at Apple Park followed prior product cycles including announcements at WWDC and launches like the iPhone 7 series, amid investor scrutiny from firms including Goldman Sachs, Morgan Stanley, and J.P. Morgan. The theater opening referenced the legacy of Steve Jobs and archival exhibits from institutions such as the Computer History Museum and the Smithsonian Institution. Supply-chain discussion involved partners such as Foxconn, TSMC, Broadcom Inc., and Corning Incorporated, while software ecosystems spotlighted iOS, watchOS, and services like App Store, Apple Music, and iCloud.
Announcements
Apple announced multiple hardware and software updates, with executives demonstrating features integrating technologies from companies such as Intel Corporation, Qualcomm, NVIDIA Corporation, and ARM Holdings. Presentations highlighted collaborations with content providers like Netflix, Amazon (company), Disney, and HBO for media consumption on new devices, and partnerships with app developers including Epic Games, Rovio Entertainment, and Adobe Inc. for augmented reality and creative workflows. The event also emphasized privacy and security, referencing standards and debates involving Federal Trade Commission, European Commission, and academic research from institutions like MIT and Stanford University.
iPhone X
The iPhone X was unveiled as a tenth-anniversary flagship featuring an edge-to-edge OLED display from suppliers including Samsung Display and LG Display, a stainless steel frame reminiscent of designs from Apple Watch, and a Super Retina display using technology popularized by Samsung Galaxy S8 series. It introduced Face ID facial recognition developed with neural processing similar to work by Google DeepMind and influenced by research from OpenAI and Stanford University School of Engineering, replacing Touch ID fingerprint systems. The device included an A11 Bionic chip manufactured by TSMC, enabling machine learning tasks and graphics comparable to chips from Qualcomm and NVIDIA, and supported wireless charging based on the Qi standard with collaborations involving Belkin and mophie. The iPhone X's camera system, with dual optical image stabilization, was compared to offerings from Google Pixel 2 and Samsung Galaxy Note8 for computational photography. Design and accessibility features drew commentary from Jony Ive, while market analysts at IDC, Gartner, and Canalys debated its pricing strategy relative to flagship models from Huawei and Sony Mobile.
iPhone 8 and 8 Plus
Apple introduced the iPhone 8 and iPhone 8 Plus as iterative updates to the iPhone lineup, featuring improved A11 Bionic performance, enhanced camera systems with Portrait Lighting modes, and glass backs to enable Qi wireless charging worked on with Energous-adjacent firms. The devices maintained Touch ID, borrowed design cues from prior iPhone 7 models, and offered storage configurations competitive with Samsung and Google devices. Apple positioned the 8 series for mainstream consumers while channel partners like Best Buy, Verizon Communications, AT&T Inc., T-Mobile US, and Sprint Corporation coordinated carrier promotions and financing options. Reviews in outlets such as Wired, The Verge, and TechCrunch compared the 8 series to contemporaneous smartphones from OnePlus and Xiaomi.
Apple Watch Series 3
The Apple Watch Series 3 was announced with optional cellular connectivity powered by partnerships with carriers including Verizon, AT&T, and Vodafone Group, enabling independence from paired iPhone devices for calls and streaming via Apple Music. Hardware improvements incorporated a faster processor and barometric altimeter, with health and fitness features interoperating with apps from Nike, Inc. and medical research collaborations with institutions like Johns Hopkins University and Mayo Clinic. watchOS updates aligned with integrations to services such as Strava, Spotify, and Nike+ Run Club, while analysts compared smartwatch market dynamics to products from Fitbit, Garmin Ltd., and Samsung Electronics.
Reception and impact
Media reception was polarized, with technology critics from The New York Times, The Guardian, Bloomberg, and The Wall Street Journal praising innovation in the iPhone X display and biometric systems, while commentators from The Verge, Wired, and TechCrunch critiqued pricing and transition pains for app developers from UIKit to facial authentication paradigms. Financial markets responded with coverage from CNBC, Reuters, and Bloomberg L.P. assessing potential effects on Apple Inc.'s stock and competition with Samsung Electronics and Huawei Technologies. The event influenced accessory makers such as Belkin, OtterBox, and Spigen, and prompted patent and regulatory discussions involving United States Patent and Trademark Office and privacy debates in forums including EFF and ACLU.
Availability and sales
Apple announced pre-orders and staggered release dates, with the iPhone 8 and iPhone 8 Plus shipping earlier than the higher-priced iPhone X, which faced supply constraints attributed to components from Apple supplier Foxconn and camera modules from firms like Sony Corporation. Carrier launch plans involved Verizon, AT&T, T-Mobile, and international distributors including Vodafone Group and Deutsche Telekom. Sales reporting by analysts at IDC, Gartner, and Canalys tracked strong initial uptake of iPhone 8 series and constrained availability of the iPhone X, influencing quarterly revenue estimates reported in Apple Inc. earnings calls.