Apple have announced three new Apple products in their Autumn Keynote product release – including a new Mac Mini, MacBook Air and iPad Pro.

The new devices eliminate creeping gaps in the Apple product range, finally replacing legacy devices long overdue a refresh. The Air (released in 2011) and Mac Mini (2013) both receive a significant upgrade in design and more powerful technical specifications.

The new Mac Mini has been upgraded to to 3.6Ghz processor, 8GB of memory and 128gb all-flash storage. For power users, the specifications inside the new Space Grey casing can be pushed higher – up to 4.6Ghz 6-core i7, 2TB SSD and a staggering 64GB of memory likely to please even the most demanding of photo-editors.

Speaking from New York, Apple CEO Tim Cook confirmed rumours from earlier this year, and pitched the releases as a move to assist ‘creatives’, acknowledging that customers from Apple’s most loyal business sector would be anticipating convenience and more powerful hardware from the upgraded models to support their creative work.

The new MacBook air is an astonishing work of portability, at just 15.6mm thick (around 10% thinner even than the 2011 version) and incorporates a retina screen, Thunderbolt 3 Ports, Touch Sensor and many other recent staples of the current MacBook and MacBook Pro range.

A 100% recycled aluminium shell on both devices also demonstrates Apple’s increasing environmental awareness, and serious efforts have been made to decrease plastic consumption to manufacture the inner workings of the device.

iPad Pro receives updates handed down from the more successful iPhone range, including FaceID, edge-to-edge screens and a thinner shell (equating to 25% less volume than previous models) charged by USB-C and including the A12X chip.

Apple claim the increase in core-count equates to a huge jump in processing speed – making the Pro technically faster than 92% of all portable PCs, and even able to generate complex Autodesk objects or run games at 120 frames per second. If true, this represents an enormous leap in capability, positioning the iPad Pro as a true competitor to performance laptops.

2018’s Macbook Air will be priced from around $1,199, and Mac Mini/iPad Pro from around $799, at time of writing, and will be available almost immediately.

For Apple hardware and expertise, contact Lineal today.

This week saw the hotly anticipated release of the iPhone 6S and 6S Plus, Apple Inc’s flagship smartphone announced in their annual product release that has become as inevitable as the tides.

With the iPhone now accounting for something close to 70% of Apple’s revenue, the 6S and 6S Plus were the main attraction. The new design fixes old durability problems with a stronger case and tougher screen, but added features include the obligatory faster processor, a new rose gold colour choice, and an upgraded 12MP camera – all aimed at keeping ahead of the competition, at least when it comes to performance.

‘3D Touch’ is Apple’s newest technical innovation, making the screen of the company’s newest devices pressure sensitive. This gives users the illusion of screen depth by accurately judging the strength of the screen press, allowing for new capabilities like a ‘peek’ at an app with a gentle touch, and giving Apple another technical edge with which to play the long game.

Not that Apple’s thinking hasn’t been questioned: commercial clients may find the power to shoot high resolution 4k video enticing, but will likely be sceptical at how practical it is to save such high-quality video files on a smartphone.

Indeed, for a company whose founder’s dislike of the stylus is well documented, releasing a large tablet with a stylus appears an open invitation for criticism. Nevertheless this is exactly what Apple have now done, introducing the new iPad Pro, a 12.9 inch tablet, ostensibly optimised for creative use by designers, illustrators and other editors needing a larger screen.

The demonstration of the iPad Pro included the new $99 (£65) stylus, the Apple ‘Pencil’ effortlessly photoshopping a woman’s smile on screen, an illustrative but perhaps ill-chosen example that somehow made it through Apple’s press office without ringing media alarm bells. Appropriate use aside, the technology is nevertheless impressive: the Apple pencil combined with 3D Touch allows pressure sensitive brush strokes on screen drawn with great precision.

This year’s releases represent Apple maturing a little, yet still relying on groundbreaking technical features to stay ahead of the curve.  Apple Inc. shares actually slid two percent to close lower on Wednesday, with investors holding their breath to see whether the new products were enough to really ‘impress’ customers. The tech giant has arguably sacrificed some of the flamboyance of previous years’ releases to concentrate on the innovation needed to outpace rivals, and open more important doors for its own future, including in the form of its renewed invasion into our living rooms with the new Apple TV and tvOS complete with the long heralded AppStore.

Lineal has over 20 years of business experience with Apple Mac, including connecting your mobile devices for working on the move – why not get in touch with us today? http://www.lineal.co.uk/contact/