Apple users who were squeamish about handing over their fingerprints now face an even more personal proposition: unlocking their smartphones with their faces.
With Face ID, which Apple announced Tuesday, an iPhone X user simply holds up the device and it recognizes his or her face.
“Nothing has ever been simpler, more natural and effortless,” said Phil Schiller, Apple's senior vice president of worldwide marketing. “Face ID is the future of how we unlock our smartphones and protect our sensitive information.”
Some customers think that the next iPhone will be too expensive.
Local university student Lyra Xu had been hearing rumors for months that the latest "would be the most expensive iPhone in history, so I wasn't shocked."
Her fears were confimed Tuesday morning at the Apple Store at the Third Street Promenade in Santa Monica. She plans on sticking with her current iPhone, unable to justify spending more on a phone than she has for a laptop.
"I think $1,000 is just too much for a cell phone," she said.
The latest Apple Watch will be the first to cut the cord, so to speak, with the iPhone.
The Apple Watch Series 3 boasts built-in cellular, meaning users can make and receive calls from their wrists and use apps that rely on cellular data without having a smartphone close by. That's a big boon for active people who want GPS tracking during runs, bike rides, swims or hikes without having to tote a phone.
The company's upgraded digital media player brings sharper picture quality, one that will bring a cinematic quality to home viewing, Apple CEO Tim Cook said.
"Each stage brought with it a more true-to-life experience, a more immersive experience," Cook said of the evolution of TV content from black-and-white to color to HD. "Now we're at the next major inflection point, one that has the most stunning visuals ever."
After launching as a watch intended to assist with productivity (and supposedly help you look stylish while doing so), Apple appears to be reframing its timepiece as a health and fitness gadget.
In a presentation focused mainly on health tracking and exercise apps (including a shout-out to snowboarders and live video of a stand-up paddle-boarder), Apple said its new operating system for wearables, to be released Sept. 19, will include:
Apple has long been lauded for its innovative approach to retail stores (hello, glass cubes and floating stairs). Now the company is repositioning those stores as lifestyle centers.
Shortly after Apple CEO Tim Cook took the stage, he brought out retail chief Angela Ahrendts — noteworthy because Apple has been criticized in the past for its lack of female speakers at such high-profile events — to share the changes coming to many of its stores.
Ahrendts said the company wants its stores to be forums for collaboration. Among the changes are in-store experiences to help people "go even further" with their Apple products, such as sessions for photography, music gaming and app development.