Apple Goes Back To The Future In New Product Presentation

Apple: Low-Key Product Presentation

APPLE unveiled its latest product line today, introducing its new iPHONE SE, which is being called "the most powerful four-inch phone ever." The latest iteration starts at $399, with orders starting MARCH 24th for delivery MARCH 31st.

The iPHONE SE features the same processing power of the flagship 6S, which is double that of the iPhone 5S. It also packs the same graphics capability of the 6S, and includes a 12 megapixel iSIGHT camera.

APPLE took a similar back-to-the-future approach for its newest iPAD PRO, shrinking the tablet to a 9.7-inch diagonal size that is closer to the standard iPAD. The differences include a superior display with increased contrast ratio and a 40% less-reflective screen than an iPAD AIR 2. It is also 25% brighter. The device will go head to head with MICROSOFT's SURFACE PRO.

Prices for the new iPAD PRO are $599 (32 GB) and $749 (128 GB). There's is also a $899 version with a massive 256 GB capacity.

Both the new iPHONE and iPAD have an improved ability to sense ambient light and reduce screen glare. 

APPLE also announced SIRI integration for APPLE TV.

TODAY's event took place in a small auditorium on the CUPERTINO, CA, campus for around 300 reporters.

APPLE also announced new nylon bands for APPLE WATCH.

Cook Talks Encryption

There was also a nod to the company's ongoing battle with the FBI over encryption issues and iPHONE access, with CEO TIM COOK opening the session by commenting: "We need to decide how much power government should have over our data and privacy. We did not expect to be in this position, at odds with our own government. But we have the responsibility to protect your data and your privacy. We owe it to our customers and owe it to our country. We will not shrink from this responsibility."

A hearing on the FBI case is scheduled for TOMORROW on the case,with APPLE refusing to provide the agency with the code that can break into the iPHONE of a SAN BERNARDINO terrorist.

COOK's remarks followed a video introduction that listed a stream of APPLE products that have been released since the company was founded 40 years ago as of APRIL 1st.

COOK announced that one billion APPLE devices are now in circulation around the world.

APPLE's environmental issues lead LISA JACKSON commented, "We are 100% renewable energy in 23 countries."

A presentation about RESEARCH KIT, which leverages the iPHONE to help doctors broaden patient research, was next, along with an announcement about CARE KIT,  which will help post-operative patients keep better track of their progress after leaving the hospital.

COOK concluded the relatively brief, no-frills one-hour session, noting that "this will be the last product event here," noting that in 2017 such events will be held at the company's in-progress headquarters in CUPERTINO.

The iPHONE 7 introduction is set to take place this FALL.

As the press filtered out, TOM PETTY was heard singing over the sound system, "And I won't back down," an obvious reference to APPLE's face-off with the government TOMORROW.

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