Nike. Making new app Nike Plus Move.
"We've been working with developers to do this. They're doing amazing work." Nike got a heads-up, creating an app called Nike+ Move.
The iWatch is the iPhone 5S. (or adopts some of those ideas)
It keeps track of what you're up to, tracks your Fuel points, and lets you compete with friends over GameCenter."
"A7, M7, a lot more performance... what about battery life?"
"Equal or greater than the iPhone 5 had." 10 hours of 3G talk time, 10 hours of LTE browsing, 10 hours of video.
Hmm. Claims of 10 hours of LTE browsing, Wi-Fi. 40 hours of music. 250 hours standby. Main battery life claim not a huge leap over last year.
"That's the first of our breakthrough technologies in the iPhone 5S." What next?
Why, camera next. "People love taking photos with their iPhones and its iSight camera."
The M7 is very intriguing. Wonder if that re-emerges in an iWatch.
"It used to be the way you took better pictures was you learned to take better pictures." He's showing all the gear you'd have to buy and training you'd need. "For the people who want to do this, that's great. But for most of us, we just want to take a better picture."
There's a new, 5-element, Apple-designed lens with f/2.2 aperture. A 15 percent larger sensor.
Larger aperture. Larger sensor. Bigger pixels.
"Our competitors would just pack more pixels on that... but that's not what we do. We know a secret. We know it's actually bigger pixels that make a better picture." A secret that HTC and others know too...
The pixels are 1.5u in size to capture more light.
The camera app will automatically set the white balance and exposure before you even take a picture, as soon as you open the app.
A Dynamic Local Tone Map. Autofocus matrix metering. Just dropped the "SLR-level stuff" claim.
"When you do take a picture, unbeknownst to you it actually takes multiple pictures." It picks the sharpest and gives you that one!
There's a "TrueTone" flash, which is all new.
Camera is the most-requested part based on nearly everyone I speak to, next to battery.
True-tone flash seems to analyze and present the proper-color flash. Whoa.
"Whatever color your flash is it's going to clash with the color of the room and give you a color that doesn't look right." The flash is a dual-element, cool and amber. It offers 1,000 possible color temperatures!
Camera nerds are going to love toying with the 5S...
We're looking at some examples of photos taken with the flash, an incandescent bulb in the background causing warm light, and a cool, typical LED flash.
My baby photos may actually involve flash now.
The difference really is noticeable, flesh tones are far less artificial looking.
We're also looking at a typical, low-light shot, auto-selecting the right, sharpest shot and deleting the bogus one.
Auto-pick for blur reduction...want to test on a moving baby.