The Apple Beat: Apple's 2013 iPhone strategy

Text and photos by Gadjo Cardenas Sevilla

Cupertino, CA - Apple released the new iPhones here this week at an intimate media event in their Apple Campus auditorium.

Apple CEO Tim Cook set things up by announcing that there were now over 700 million iOS devices in the market today and then passed the stage to senior VP of software engineering Craig Federighi, who ran through iOS 7.

iOS 7 is expected to be available for free to users on September 18 and will work for iPhone 4 and later, iPad 2 and later, iPad mini and iPod touch (fifth generation). Some features may not be available on all products.

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Video: Demo of the Apple iPhone 5s

iPhone 5s was unveiled today in Cupertino and is Apple's new flagship smartphone. Featuring an all-new A7 chip, it is the world’s first smartphone with 64-bit desktop-class architecture. New features include an all-new 8 megapixel iSight camera with True Tone flash, and  security from a new embedded Touch ID, an innovative way to simply and securely unlock your phone with just the touch of a finger.

“iPhone 5s is the most forward-thinking smartphone in the world, delivering desktop class architecture in the palm of your hand,” said Philip Schiller, Apple’s senior vice president of Worldwide Marketing. “iPhone 5s sets a new standard for smartphones. Packed into its beautiful and refined design are breakthrough features that really matter to people, like Touch ID, a simple and secure way to unlock your phone with just a touch of your finger."

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Apple media invite points to a September 10 iPhone launch event

Apple has just sent out media invites to a September 10 event to be held in Cupertino for what many expect to be an iOS and iPhone related event. The invite has a variety of colourful circles in red, orange, blue, purple, yellow and white and has the text "This should brighten everyone's day." Among the products expected from Apple are an updated iPhone 5 as well as the long rumoured lower cost iPhone.  iOSRemember, Apple's CEO Tim Cook promised lots of surprises for Fall and it looks like Apple is finally ready to showcase some cool new products. Canadian Reviewer will be covering the event live on September 10th, so stay tuned for our reports from the event.

'Gold iPhone 5S' caught in group shot with slate and silver variants

Could be a complete hoax but here's an image of the alleged new iPhone colour gold (or Champagne) in the middle of the slate and silver variants we all know so well. The images from Weekly Ascii don't show any other details differentiating the purported new device from the current ones. For more of this gold rush, check out Weekly Ascii which has more photos.

Source: Engadget