Apple unveils iPhone 7 and 7 Plus

It’s true, Apple have removed the headphone jack from the iPhone 7, but the gamble means they’ve improved other features.

Apple’s Phil Schiller introduces the new iPhone 7 in San Francisco. Picture: AP

Apple’s latest iPhone may be more notable for what’s missing from previous models than what’s being added.

The iPhone 7 and 7 Plus, unveiled in San Francisco this morning, won’t have an analog headphone jack — a longtime staple in just about every consumer electronics device that can play audio.

In doing so, Apple is betting that its legions of loyal fans will embrace the shift to wireless headphones — or, if they insist on sticking with their old ways, that they won’t mind using earbuds that plug into the iPhone’s power port, or older headsets in conjunction with a new adaptor.

The redesigned earbuds — with cord — will be included with the new iPhones. Also in the box: an adaptor consisting of two plugs connected by a short length of cable, which will connect older headphones to the charging port.

The Lightning to 3.5mm audio jack adaptor. Picture: AFP

Why no headphone jack?

Apple is trying to push consumers to cut the cord with their headphones and make the leap into what it envisions as a “wireless future.” “The reason to move on is courage,” said Philip Schiller, Apple’s senior vice president of worldwide marketing. “The courage to move on and do something new that will benefit all of us.” As part of the transition, Apple also is introducing wireless “AirPods” headphones.

Getting rid of the 3.5 millimetre headphone jack helped Apple make its new iPhone slimmer, boost its battery lifetime and add other improvements, including stereo speakers and a sharper camera. The iPhone 7 is also water resistant, a popular feature that rivals such as Samsung Electronics already have been offering.

ANALYSIS: No headphone jack not Apple’s first disruption

Apple is trying to reverse its first decline in iPhone sales since the company’s late founder, Steve Jobs, unveiled the trendsetting device in 2007.

Apple sold nearly 92 million iPhones during the first six months of this year, or about 15 per cent fewer than the same period last year. Industry analysts blame the downturn on last fall’s uninspiring rollout of the iPhone 6S and 6S Plus, neither of which included enough compelling feature to persuade consumers to replace the phones that they already owned.

The new wireless Apple AirPods. Picture: AFP

How much will they cost?

The iPhone 7 will retail from $A1079 and from $A1269 for the iPhone 7 Plus.

Customers will be able to order iPhone 7 and iPhone 7 Plus beginning Friday 9 September, with the devices shipping Friday 16 September.

The new Apple-designed wireless AirPods (including charging case) will be available for $A229 from late October.

Apple’s wireless AirPods. Picture: AP

What else is new?

Piper Jaffray’s Gene Munster is among the industry analysts predicting more dramatic changes to the iPhone next fall to herald the 10-year anniversary of the first model.

The most significant upgrades to this year’s models include a faster processor and a better camera, upgrades that Apple typically makes every year. The more expensive and larger iPhone 7 Plus boasts the biggest change, with two digital camera lenses. One will be for wide-angle views and the other will have telephoto capabilities, which Apple says will zoom in by up to 10 times while still providing the same clarity as a shot on the standard distance setting.

The phones will offer more storage than earlier models. As people store more photos and video on their phones, Apple is taking a cue from rival phone makers and offering its starter model with 32 gigabytes of storage.

Those who aren’t getting a new iPhone will still see improvements with a new mobile operating system called iOS 10. It will be available as free download beginning Sept. 13. Among other things, the software will add more intelligence to Apple services like Maps, Photos, the iPhone keyboard and Siri, the voice-activated digital assistant.

Apple's new iPhone line-up. Picture: AP

What about the watch?

The company also used Wednesday’s showcase to introduce a new generation of its smartwatches, which will include GPS tracking and enough water resistance to swim with, part of its effort to boost sales in its newest product line.

The Apple Watch has been the only major new product released during Cook’s reign, and sales of the device so far have been lukewarm. The company hasn’t disclosed sales figures for the internet-connected watch, but research firm IDC estimates that Apple shipped 1.6 million watches in the April-June quarter, less half the 3.6 million a year earlier.

The original model is getting a price cut, to $A399, and will get a faster processor. Series 2 will start at $A529. The new ceramic Apple Watch Edition starts at $A1,799. The updates are coming Sept. 16. Existing watches can get new software on Sept. 13. The Apple Watch will get a popular new app later this year too. Niantic Labs, the maker of the cultural sensation Pokemon Go, announced Tuesday that the game will be released for the watch, building upon the apps that it already has designed for the iPhone and Android devices.

Apple COO Jeff Williams announces the Apple Watch Series 2. AFP

What does this mean for Apple?

The iPhone propelled Apple’s extraordinary growth in recent years, making it the world’s most valuable company. But the glow from Apple’s initial large-screen models, introduced in 2014, has faded. Revenue from the iPhone fell 23% in the quarter ended June 25, and Apple shares are down 4.9% over the past 12 months. UBS Group AG expects iPhone unit sales to rise 5% in the year ending in September 2017, to 222 million units.

- With AP