Apple has just launched the most singular and most evolved representation of it’s brand.
The brand launched two upgraded versions of its iconic iPhone, in a move aimed at capturing more consumers in an increasingly saturated global smartphone market.
The iPhone 7 and iPhone 7 Plus, with new camera technology, water resistance and other features, were unveiled at a media event in San Francisco. One new feature — which may upset some consumers — is the removal of the headphone jack, requiring audio to be delivered via Apple’s proprietary “lightning” connector or by wireless.
The iPhone 7 and 7 Plus run on a new 64-bit four core chip called the A10 Fusion. It runs 40 per cent faster than the iPhone 6s and 6s Plus and is twice as fast as the A8 that powers the iPhone 6. Two of the cores run at 1/5 of the power, which is used to run applications that require less battery power. The iPhone 7 will start at £599 in the UK for the 32GB model, which makes it £70 more expensive than the iPhone 6s.
“From the start we designed lightning to be a great audio connector,” Apple vice president Phil Schiller told the unveiling event. “We are taking the headphones in iPhone 7 and 7 Plus to lightning, and including them in the box with the device. We have also made an adaptor, which will be included in the box as well.