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ลำดับตอนที่ #74 : Apple announces four-inch iPhone SE and smaller iPad Pro
Apple CEO Tim Cook took the stage at Apple's Cupertino campus to introduce a smaller, four-inch version of the iPhone, called the iPhone SE.
The key marketing words for
Apple products have usually been thinner, faster, bigger. IPhones have grown up
over the past nine years, going from the original 3.5-inch display to the
iPhone 6S Plus' 5.5-inch screen. Apple went in the opposite direction and announced
a new iPhone that's actually smaller.
Cook also introduced a new
iPad Pro, new Watch bands and some software updates. And he kicked off the
event by previewing Apple's court battle with the FBI on Tuesday over iPhone encryption..
The 4-inch iPhone SE
The big announcement of
the day was the smaller iPhone SE -- a 4-inch iPhone with updated internals.
It looks like the iPhone
5S, Apple's last 4-inch phone released in 2014, but has the same processor and
graphics performance as the iPhone 6S. Inside is Apple's A9 chip, which doubles
the speed of the iPhone 5S. It can use Hey Siri, the hands-free voice
assistant, has a 12MP camera, and shoots 4K video. There is an NFC chip inside
so the phone can work with Apple Pay.
The smaller iPhone is an
attempt to appeal to fans of more pocketable devices. Last year, Apple sold 30
million phones that were 4-inches and smaller. A chunk of Apple customers have resisted
upgrading to the recent 4.7-inch and 5.5-inch smartphones. According to
Mixpanel, a third of iPhone owners are still using a device with a 4-inch
screen or smaller.
The 16 GB iPhone SE
starts at $399 but will be free with a two-year contract or $17 a month on an
installment plan. The company will start taking orders for the phone on March
24, and it will be available on March 31.
New 9.7-inch iPad Pro
Apple's other big
hardware news is that it took the iPad Pro and make it smaller. Also called the
iPad Pro, the new 9.7-inch version includes many of the same powerful features
as the larger 12.9-inch Pro model.
Inside is the same A9x
chip. The screen is less reflective but brighter and has more color saturation,
for all those pros using it as a primary work device. It has a true tone
display that measures the color temperature of ambient light with new light sensors and adjusts the screen
accordingly.
The smaller iPad Pro
works with the Apple Pencil stylus
and new line of snap on keyboards the company introduced in with the original
iPad Pro. People really like using the cameras on their tablets, for some
reason, so the new iPad Pro has a 12-megapixel camera and a LED back-facing
flash.
The tablet starts at
$599 for the 32 GB Wi-Fi version and $749 for the 129 GB model. In a first,
Apple is offering a new larger 256 GB option that starts at $899. It comes in
silver, gold, space gray and rose gold.
Apple Watch gets
cheaper, more colorful
Apple (AAPL, Tech30) really wants people to try out
the Apple Watch. Tim Cook announced a new line of straps for the wearable, including all new woven nylon bands, a
space black Milanese Loop, and additional sport and leather bands in a variety
of colors.
Pretty watch straps on
their own might not be enough to lure in new customers, so Apple dropped the price of the watch.
It now starts at $299.
Why go small? Apple says
it sold 30 million four-inch iPhones in 2015, so there's clearly demand for a
smaller, cheaper iPhone.
Software Updates
The latest version of
Apple mobile operating system, iOS 9.3, is available starting today. Key new
features including Night Shift, which adjusts the screen for late night reading
for better sleep, and finger print lock for top secret documents in the Notes
app.
There is a small update
for the Apple TV OS that adds folders for apps and Siri voice dictation.
It also announced a new
health-related jSDK called CareKit. It's built for personal care apps. For
example, a hospital might make an app to help patients taking the proper steps
after a major surgery. The first application is a partnership with major
universities and medical centers for monitoring Parkinson's.
Encryption
Before the iPhone SE and
Watch announcement, Cook opened with what he admitted is "on everybody's
mind": encryption.
"We built the
iPhone for you our customers and we know that it is a deeply personal
device," said Cook. "For many of us the iPhone is an extension of ourselves."
"We need to decide
as a nation how much power the government should have over our data and over
our privacy," said Cook. "We will not shrink from this responsibility."
Apple likes the environment
Apple brought out Lisa Jackson, its vice president of environment,
to talk about a new, special Apple employee, Liam.
Liam is a custom robot that takes old iPhones apart to recycle
them. While it disassembles
them, it detects
what components can
be reused and recycled. It identifies materials in a device like gold, silver
and tungsten. In the future, you might see a Liam robot doing its thing inside
an Apple store.
Apple uses 100% renewable power in 25 countries including the US
and China. In China, Apple even built a solar farm to accommodate adorable grazing yaks.
Encryption
(v.)
to change electronic information or signals into a secretcode (= system of letters,
numbers, or symbols) that peoplecannot understand or use on normal equipment:
chunk (n.)
a part of something,
especially a large part:
ambient (Adj.)
(especially of environmental conditions) existing in the surrounding area:
stylus (n.)
a small,
pointed device on a record player that picks up the sound signals stored on a record
a small,
pointed metal or plastic stick that you use
to make some devices work
straps (n.)
a narrow piece of leather or other strong material used for fastening something or
giving support
with this meaning as a combining form
a strong strip of material hanging from the roof of a bus,
train, or other public vehicle for passengers to hold onto if they
are standing
(v.)
to fasten something in position by fastening a narrow pieceof leather or other strong material around it:
woven
to form something from
several different things or to combine several
different things, in a complicated or skilled way:
lure (n.)
the quality or power that something
or someone has that makes it, him, or her attractive:
an artificial insect or other small animal that is put on
the end of a fishing line to attract fish
(v.)
to persuade someone to do something or go somewhere by offering them something exciting:
extension (n.)
the fact of reaching, stretching, or continuing; the actof adding to something in order to make it bigger or longer:
shrink (v.)
to become smaller, or to make something smaller:
disassemble
(v.)
to separate something into its different parts:
Accommodate
(v.)
to provide with a place to live or to be stored in:
to give what is needed to someone:
to change yourself or your behaviour to suit another personor
new conditions:
grazing (n.)
land where farm animals feed on grass
yak (n.)
a type of cattle with long hair and long horns, found mainlyin Tibet
*แถม
Yack (v.)
to talk continuously, especially informally about things that are not very important
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