Apples new product range

Apple unveiled their new product line yesterday, as expected the iPhone upgrades on both the smaller and the bigger model happened, better camera, faster chip and something called 3D touch on the phones. Something called peek and pop, you can watch the film via the Apple website. Jony Ive speaks at the beginning of the video, it sounds like a sales advert, pretty cool actually. It recognises hard pushes, to enable other menus, things you do frequently.

Pretty awesome and not just a subtle upgrade to a touchscreen. If you watch the video, follow the link above, you can appreciate the complex engineering that goes with the new press screen. Pretty awesome, these phones with the "new" screen, improved speeds and better cameras are available for pre order from Saturday. So I am guessing that we will have a weekend sales number on Monday/Tuesday next week. It looks like a time saver, the new peek and pop and I think that it will be well received. When will it be here? I am guessing in time for Christmas, I may well be wrong. Do you want one?

Next was something that nobody expected, they knew that there were iPad refreshes coming, not something called the iPad Pro. It is much bigger than any iPad you know, it comes with a stylus (costs extra) and a keyboard, which also costs extra. Thin and light, more screen area than the other iPads you know. It also includes the most advanced display that they have ever made. Ever. Better energy efficiencies means longer battery life. It looks more like an enterprise product, i.e. in order to penetrate deeper into the world of business. It looks pretty amazing, and looks like it may have an educational element too. Again, Jony Ive speaks in the iPad Pro film. Do you want one?

Next was the new Apple Tv, and it has a Siri remote that you can ask questions about new shows, new movies, old movies, gaming, apps and a swipe. All starting at a price of 149 Dollars. I guess different movies for different parts of the world and of course you have to have a decent high speed internet connection in order to enable optimum streaming. The cheaper old model starts at 69 Dollars. I have had one for a long time, the biggest issues are the bandwidth, mine has improved subtly at home, which enables a bigger range of viewing.

Lastly (actually first in the order of events) was the watch, a new operating system, a multitude of apps, Siri integration and new bands for the watch, working with French luxury goods business Hermes. Plus new alerts on your wrist, the ones that you want. All in all, the watch looks like a device that can enhance medical studies and already is doing that. Imagine being able to collect data real time, all of the time instead of extracting that delayed. People going about their business. Do you have one? Do you want one?

The balance of the market was apparently unimpressed with the new products, the company always seems to attract the idea that they must be constantly clearing two and a half metres (to use a high jump analogy) at these meetings. The price fell nearly two percent, in fairness along with the rest of the market, around half a percent worse than blue chips. With the stock trading on a low teen multiple that includes the cash, the product refresh looked great to me and the newly introduced upgrade (iPhone Upgrade Program) once a year should be pretty cool for a ramp up in immediate sales. And give Apple the opportunity to sell the refurbished phone again. We maintain our buy recommendation on the company, it is for the time being a one of a kind business.