MS에 이어 애플도 새로운 맥북 프로(MacBook Pro) 등 새로운 제품 런칭 Apple kills off the function keys and takes aim at cable companies: Tim Cook unveils...:VIDEO
Apple kills off the function keys and takes aim at cable companies: Tim Cook unveils new TV app and radical MacBook redesign featuring a touchscreen that transforms into smart buttons (and emoji)
- Apple dramatically overhauled its MacBook Pro and killed off MacBook Air during Cupertino event
- New machines have touchscreen above the keyboard instead of the traditional function keys
- New TV app will mix live TV and on demand shows - but Amazon and Netflix have not signed up to it
- Announcement comes a day after Microsoft launches its first PC, the Surface Studio
Apple has unveiled a radical overhaul of its MacBook - and continued its mission to kill off outdated technology.
The machine's new keyboard gets rid of the traditional USB ports and function keys, replacing them with smaller USB-C ports and a smart touchscreen - and comes just weeks after the firm killed off the headphone socket in the iPhone 7.
It also took aim at cable TV firms, unveiling a new TV app that will allow users to easily find and watch streamed and live TV in one place.
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Apple's Phil Schiller unveiling the new MacBook Pro: Its keyboard gets rid of the traditional function keys, replacing them with a smart touchscreen that has a built in fingerprint sensor.
The firm first confirmed it had killed off the function keys usually found on laptops, replacing it with a screen that changes depending on the app used.
Different buttons appears depending on the app being used, and it even doubles as a fingerprint sensor.
'We haven't been using them for a long time, so we mapped other functions to them,' said Apple's Phil Schiller.
'Now, we are replacing them with the touch bar'.
The touch bar is a small touchscreen, which changes depending on the app being used.
It also has a Touch ID fingerprint sensor built into the power button.
App makers including Microsoft have already begun including support for it into their software, Schiller said.
The touch bar can display emotions in messaging apps, playback controls in music apps and other special functions. In Apple's iMessage, the bar displays suggested emoji, for instance.
'This is the gold standard in notebooks,' said Schiller.
The Macbooks will be available in 2-3 weeks, with the most expensive costing $2399, and the cheapest $1499,Apple said.
However, Apple somewhat spoiled the surprise by leaking a picture of the new MacBook in its own software.
APPLE TAKES ON CABLE COMPANIES WITH NEW TV APP
Tim Cook unveiled the firm's new TV app at a special event in Cupertino today, revealing it will be available on Apple TV, iPads and iPhones in December for US users.
Hundreds of providers have signed up to the service, including the BBC, Hulu and NBC - but Netflix will not be part of them, according to Variety.
Using the app, users can search for their desired content in the app, which then presents a lists of streaming platforms where it can be viewed – similar to a TV guide.
'We want Apple TV to be a unified TV experience,' Cook said.
'We are announcing a new app called TV.'
The app brings together content from other video and TV apps, allowing them to be easily seen in one place.
The app brings together content from other video and TV apps, allowing them to be easily seen in one place.
The firm also unveiled a new search app for its Apple TV, and revealed Minecraft was coming to the platform.
It can also show live TV, and users can ask for shows using Siri's voice recognition.
The app brings together content from other video and TV apps, allowing them to be easily seen in one place - but Netflix has not signed up.
'We said the future of TV was apps, said Cook.
'We now have 8,000 apps across every category, and over 1600 apps for video content.'
The new app will be available in December in the US, and will run on Apple TV, iPads and iPhones.
The app also tracks what content viewers watch and uses the data to formulate recommendations.
Apple's new TV app brings together content from other video and TV apps, allowing them to be easily seen in one place.
It shows the smart screen above the keyboard also doubles as a fingerprint sensor, allowing different users to easily log in.
The firm also showed off a new high resolution cinema screen, and confirmed it was killing off its MacBook Air range in favour of the a lower cost version of the new MacBook with traditional function keys.
The new display is sharp enough to show off pictures, allowing users to scroll through them easily.
Tim Cook said the machine was crucial to Apple.
'The Mac is more than a product to us, its a testament to everything we do,' said Tim Cook.
'And this week happens to be a huge week in the history of apple and the Mac - the 25th anniversary of our first notebook, the Powerbook, which defined the modern notebook.
The new machine is 6.8 million times faster than the original, Schiller said.
When using messages, the new bar can suggest the right emoji for users
The MacBook Pro was revealed on the 25th anniversary of Apple's first notebook, the Powerbook, which defined the modern notebook, Tim Cook revealed (left). Phil Schiller revealed the new machine's smart screen (right).
The aluminium design comes in 13 and 15inch models, in grey and silver, Apple's Phil Schiller said.
The 13inch version is 17% thinner than the previous MacBook, and weights 3lb - .5lb lighter than the previous version.
The MacBook Pro's new keyboard gets rid of the traditional function keys, replacing them with a smart touchscreen that has a built in fingerprint sensor.
The 15 inch version is also .5lb lighter.
It has a trackpad with force feedback.
APPLE'S NEW MACBOOK PRO SPECS
The new machine will also be available in a cheaper option with traditional function keys, Phil Schiller revealed.
The new machines also kill off the traditional USB port in favour of new, smaller USB-C ports
At just 14.9 mm thin, the 13-inch MacBook Pro is 17 per cent thinner and 23 per cent less volume than the previous generation, and nearly half a pound lighter at just three pounds.
The new 15-inch MacBook Pro, at just 15.5 mm thin, is 14 per cent thinner and 20 per cent less volume than before, and weighing just four pounds, is nearly half a pound lighter.
Retina display on the new MacBook Pro is an 67 per cent brighter than the previous generation, features 67 per cent more contrast and is the first Mac notebook display to support a wide colour gamut.
Apple has also slimmed down the new MacBook - so much so it is killing off the MacBook Air.
The also firm showed off a new app aimed at cord cutters.
'We want Apple TV to be a unified TV experience,' Cook said.
'We are announcing a new app called TV.'
The firm confirmed it had killed off the function keys usually found on laptops, replacing it with a screen that changes depending on the app used. Pictured, press at the event in Cupertino, and Tim Cook following the event.
The app brings together content from other video and TV apps, allowing them to be easily seen in one place.
The firm also unveiled a new search app for its Apple TV, and revealed Minecraft was coming to the platform.
Apple's first laptop, the Powerbook, left, was launched 25 years ago today. It's new MacBook Pro is shown right for comparison.
It can also show live TV, and users can ask for shows using Siri's voice recognition.
'We said the future of TV was apps, said Cook.
'We now have 8,000 apps across every category, and over 1600 apps for video content.'
The images, spotted by MacRumours in the latest MacOS update, show the much rumoured smart screen above the keyboard - which, according to the image, also doubles as a fingerprint sensor.
The new app will be available in December in the US, and will run on Apple TV, iPads and iPhones.
Twitter also took to the stage to show off its Apple TV app, just hours after it was announced the firm was cutting 9% of its workforce and killing off the Vine app.
Apple's Phil Schiller confirmed the firm was killing off the function keys and replacing them with a screen
MacRumours spotted the new MacBook images last week in a rare slip from apple.
, explaining 'In addition to confirming that such a product is in the works, the images give us our first full look at the redesigned MacBook Pro ahead of its launch.
'An OLED touch panel is located on top of the keyboard, where the function keys would normally be placed, and it very clearly supports Touch ID, as it is seen used with Apple Pay.
The firm announced the event in typically mysterious style, with an invite that read 'hello again'.
Analysts KGI almost got the lineup right - it said the event at Apple's Cupertino HQ on Thursday will see the launch of three new machines - a new 13 inch MacBook, a new 13 inch MacBook Pro and a new 15 inch MacBook Pro.
The event occurred at Apple's Cupertino HQ
KGI published a report on Saturday outlining their predictions for Apple’s Mac roadmap ahead of the media event on October 27th.
It also claims that new iMacs and a rumoured new 5K cinema displays won't form part of the announcement, according to 9to5mac - although the 5K displays did emerge.
however, the announcement didn't mention the Mac Pro, Apple's tubular design, or its Mac Mini.
Russian trademark filings also seemed to reveal that Apple is readying the release of three new Macs running macOS Sierra, it said.
The products have apparently passed the Russian registration, labelled as ‘portable personal computer models’ with model identifiers A1706, A1707 and A1708.
The OLED strip above the keyboard is expected to be called a 'magic toolbar' and will change depending on which app is being used.
The previous claims come from Macotakara, a Japanese publisher, which was one of the first sources to predict the death of the iPhone’s headphone jack.
‘According to information from a reliable Chinese supplier, Apple is planning to announce the new MacBook Pro within this month and will begin shipping out to retailers in October,’ reads the blog post.
‘There has also been rumors that they are going to cancel MacBook Air of the 11-inch model to focus on the 13-inch ones’.
If the report is true, the new machines are expected to use metal injection molded hinges, have USB-C support and Thunderbolt 3.
The USB Type-C plug is reversible so users will no longer have to stab blindly at USB ports in order to connect and charge gadgets, because plugs will fit in sockets in either direction.
It is also designed to be used in thinner and sleeker products like tablets and ultrabooks, and is being called ‘the only connector one will need across all devices,’ according to the USB 3.0 Promoter Group.
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