Trending November 2023 # Apple Announces New ‘Global Flagship’ Retail Store Coming To Federation Square In Australia # Suggested December 2023 # Top 20 Popular

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Apple is continuing its quick retail expansion around the globe, this time with a new store in Melbourne, Australia. Australia’s minister for tourism and major events made the announcement today, saying the store will be a “global flagship” for Apple…

This store will be located in Federation Square and comes as part of Australia’s efforts to “breathe new life into one of Melbourne’s most iconic landmarks.”

The store is predicted to bring in an additional 2 million visitors per year to Federation Square and will create 250 temporary construction jobs and 200 ongoing jobs following completion. Construction will commence in 2023, with the store officially opening its doors in 2023.

Securing Apple is part of a broader strategy to reinvigorate Federation Square, following the recent announcement of new LED screens to create one of the world’s first outdoor digital art galleries.

Apple retail head Angela Ahrendts says the company is thrilled to move forward with plans for a new flagship in Australia, noting of the surrounding museums and historical landmarks that Apple will get to call its neighbors:

“We’re thrilled to move forward in the planning process for our new home in Melbourne’s Federation Square and will be honoured to call the world-class galleries and museums of Melbourne our neighbours.”

Apple has 22 retail locations in Australia and just opened its first redesigned store in the country last month. The new Federation Square location will be a “global flagship” for the company, similar to its location at Union Square in San Francisco and the upcoming store at the Carnegie Library in Washington D.C.

The full press release for Apple’s new Federation Square retail store in Australia can be found below.

Apple Global Flagship Store Coming To Federation Square

Australia’s first ever Apple Global Flagship Store will open at Federation Square, delivering more public space, visitors and events to Victoria, and creating hundreds of local jobs.

Minister for Tourism and Major Events John Eren said the new flagship store would be a major drawcard for visitors and locals, breathing new life into one of Melbourne’s most iconic landmarks.

The store will create nearly 500 square metres of new public space within Federation Square and make it easier for people to move between the Yarra River and Birrarung Marr.

Apple will bolster our creative offerings and events in Federation Square alongside the likes of the Koorie Heritage Trust, ACMI and the National Gallery of Victoria.

The store will replace the existing Yarra Building, creating extra open space in front of the big screen to watch the biggest and best events.

The Koorie Heritage Trust will relocate within the Alfred Deakin building at the Square, providing a larger central area and better public access.

Securing Apple is part of a broader strategy to reinvigorate Federation Square, following the recent announcement of new LED screens to create one of the world’s first outdoor digital art galleries.

Federation Square is expected to attract an extra two million people every year once the Global Flagship store opens its doors, having already welcomed more than 100 million visitors since opening in 2002.

The redevelopment will create more than 250 construction jobs and support more than 200 new ongoing jobs across the precinct once complete. Construction is set to begin early 2023 and the store will open in 2023.

Apple’s investment at Federation Square will be its first Global Flagship store in the southern hemisphere, the second outside the United States, and the fifth worldwide.

Quote attributable to Minister for Tourism and Major Events John Eren

“This will be the only new generation Apple store in Australia – bringing millions more visitors to Victoria and breathing new life into Federation Square.”  

Quote attributable to Minister for Trade and Investment Philip Dalidakis

“Apple’s new Australian flagship reinforces Melbourne’s reputation as the undisputed tech capital of Australia and creates hundreds of ongoing jobs in the process.”  

Quote attributable to Apple Retail Senior Vice President Angela Ahrendts

“We’re thrilled to move forward in the planning process for our new home in Melbourne’s Federation Square and will be honoured to call the world-class galleries and museums of Melbourne our neighbours.” 

Quote attributable to original Federation Square Architect Professor Donald Bates      

“Apple Federation Square respects and expands on the original vision for the site, with more public space, extensive landscaping and better access to the river allowing more people to enjoy this renowned civic, cultural and commercial hub.” 

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Samsung Announces New Tactical Edition Portfolio With Flagship, Rugged Devices

Samsung’s Tactical Edition mobile devices are continuing to help transform the way military personnel operate, providing improved situational awareness and decision-making capabilities. The result is an unprecedented level of enhanced situational awareness achieved through collaboration between the Department of Defense and Samsung engineers over the last decade.

The first custom tactical Samsung read-only memory (ROM) was produced in 2012, leading to the subsequent launch of the S9 Tactical Edition. This established the Tactical Edition line of commercially available mobile devices that effectively integrate with software designed for military operations. The Samsung Galaxy S20 Tactical Edition is now supporting thousands of DOD personnel across all service branches and has proven itself in a wide range of assignments and environments.

Mission-ready Tactical Edition mobile devices

The upcoming Tactical Solutions will leverage the full power of Samsung’s latest mobile devices. These solutions will provide warfighters with new technology to give them an edge in the field while providing IT teams with an easy-to-deploy, highly secure solution that meets the demands of a regulated environment.

Military communication capabilities

The Galaxy S23 Tactical Edition and XCover6 Pro Tactical Edition will come preconfigured with software suite and purpose-built drivers to support tactical radio and mission device protocols, including accessing drone feeds and laser rangefinder information. Both Tactical Edition models support all conventional cellular capabilities, including LTE wireless (multicarrier and private), CBRS, Bluetooth, and Wi-Fi. They can be tethered to secure tactical communication systems and support a stealth mode that disables LTE and e-911, muting all radio frequency broadcasting for completely off-grid communications.

Increase situational awareness in public safety

Learn how to enable situational awareness for everyone with the use of the powerful mobile app ATAK. Download Now

Secure protection

Cybersecurity has always been a top priority with Samsung’s Tactical Edition line, and the new Galaxy S23 Tactical Edition and XCover6 Pro Tactical Edition are no exception. They will both protected by Samsung Knox security, a defense-grade security platform built into Samsung mobile devices from the chip up for superior protection that keeps data safe and encrypted. Knox Dual Data at Rest (DualDAR) provides a smooth user experience and meets NSA requirements for protecting confidential data, providing two layers of encryption even when the device is powered off or in an unauthenticated state. This makes Tactical Edition devices ideal for classified or mission-critical environments where sensitive information must be secured at all times.

Special applications for operators

These newly announced Tactical Edition smartphones work exceptionally well with applications like the Android Team Awareness Kit (ATAK) and the Battlefield Assisted Trauma Distributed Observation Kit (BATDOK). ATAK and BATDOK — both optimized for Android OS — work in collaboration with Samsung to create a seamless user experience, which includes the adaptation of a programmable side button for quick and efficient application access.

ATAK gives operators dramatically enhanced real-time situational awareness through mapping, messaging, and geo-fencing. All team members and relevant information are viewable simultaneously on a single screen.

BATDOK collects and distributes real-time patient encounter information, enabling medics to monitor the vitals of multiple patients, quickly capture a complete history of each patient’s treatment (from the point of encounter through medical evacuation), and then convey critical information to the next level of care.

Military tough

For field personnel, the Galaxy S23 Tactical Edition is IP68 certified for dust and water resistance (submerged up to 5 feet for up to 30 minutes). Gorilla Glass Victus+, an Armor Aluminum frame, and a rugged military-grade case that can be chest-mounted or worn on the forearm, makes the S23 Tactical Edition even more durable.

The XCover6 Pro Tactical Edition is duty-ready out of the box and is also IP68-certified, in addition it is MIL-STD-810H compliant*, meaning it can withstand drops up to 5 feet, is water-resistant, and can operate effectively within a wide range of temperatures.

Both of these Tactical Edition devices have a night vision mode to accommodate viewing through night vision optic devices, auto-touch sensitivity to work with gloves, and an auto-rotating lock screen to facilitate use in a flip-down chest mount.

Power to spare Power of DeX

These newly announced Tactical Edition devices will support Samsung DeX, which offers an intuitive PC-like experience when connected to a larger display and keyboard. This flexibility is great for positions like a command post where personnel also have a field assignment. DeX can also support in-vehicle operations, making it useful for military law enforcement units that would otherwise use a mounted laptop. With DeX, a single smartphone can support operations in the field, in the vehicle, and in the station — one device for multiple missions.

These new Samsung Tactical Edition smartphones will be valuable tools that can help our warfighters achieve their missions. They are rugged, reliable, and equipped with features that make them ideal for use in tactical environments, and are set to be launched later in the summer of 2023.

Connect with Samsung during SOF Week at Booth #243, and sign up for updates on our expanding line of Tactical Edition devices.

*These devices passed military specification (MIL-STD-810G) testing against a subset of 21 specific environmental conditions, including temperature, dust, shock/vibration, and low pressure/high altitude. Real world usage varies from the specific environmental conditions used in MIL-STD-810G testing. Samsung does not guarantee device performance in all extreme conditions.

Water resistant in up to 5 feet of water for up to 30 minutes. Rinse residue/dry after wet.

5 Incredible Software Updates Coming To Apple Devices In 2023

The month of June is full of surprises for Apple users as the Apple Community is set to embrace their users with a bunch of exciting and incredible software updates and new products.

Excited already! Save it for the end.

Apple at its WWDC22 event had virtually hosted its major key innovative products and services to accelerate the ebullience of users with abundant courtesy.

The virtual Worldwide Developers Conference kicked off the solicitation the previous week with the major announcements. A glimpse at what Apple announced at WWDC22:

The new and intelligently M2 chip-powered MacBook Air

So-called camera continuity feature with macOS Ventura

A thoughtful update also rolling out for watchOS 9

More personalisation with iOS 16 for iPhone and iPad

With so many bunches, the event’s centre-heart is the MacBook Air with 13‑inch MacBook Pro, iOS 16, iPadOS 16, macOS Ventura and watchOS 9.

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What’s New In MacBook Air 2023

NEW is not a standard term of Apple anymore. With the release of the primed MacBook series, the new MacBook Air is all set to thrash all the vintage(s) chronicle.

Talking about M2 chip courtesy, it’s both agile and devilish. According to Apple’s research platform, it is 1.4x faster than the M1 model, 15x faster than the Intel-based model, and has excellent battery performance. Given that, up to 18 hours of battery life.

The availability of the product in both offline and online markets will start by next month.

What’s New In iOS 16

iOS 15 was incredible, yes it was because you can’t stop yourself from loving the new iOS 16 features when it officially rolls out. Apple’s owner in its keynotes mentioned that iOS 16 is built around personalisation and personalisation is powerful, which is so, iOS 16.

iOS 16 is built to enhance the iPhone interfaces as well as the hands that hold it. A major focus is given on the personalisation features, deeper intelligence and seamless ways to communicate and share.

Look at the list of the iOS 16 features and updates areas:

A new way to personalise your lock screen

Introducing a smarter way to share photos

An intelligent messaging control features

Lift object or text from the background

Use dictation and the keyboards together

Hop multiple stops along your route

The Five Incredible Software Updates Coming To Apple Devices In 2023

We’ve looked at the two notable Apple update glossaries. Moving ahead, I’ve gathered some incredible software updates which are about to roll out on Apple devices this month.

However, there are tons of updates the community of Apple developed and brought for the various Apple devices. Minimally, I have picked the five useful and incredible updates.

Those are listed below.

1. New Medication app with greater insights ever

This software update feature coming on watchOS 9 will help medication lovers, gym workout boys and girls with greater insights on health and sleep wellness. With more features available, the watchOS 9 gives you more to go on.

The jump from watchOS 8 to watchOS 9 will be incredible in experience as users have more controllability features and more personalisation. The community’s core focus while introducing watchOS 9 are medications, workouts, watch faces, accessibility, and productivity.

2. Unsend messages, or edit them after

Well, now you can edit sent messages with the new iOS 16 update. Amazing… isn’t it?

This update support iOS 16 compatible devices such as iPhone 13, iPhone 13 mini, iPhone 13 Pro, iPhone 13 Pro Max, iPhone 12, iPhone 12 mini, iPhone 12 Pro, iPhone 12 Pro Max, iPhone 11, iPhone 11 Pro, iPhone 11 Pro Max, iPhone XS, iPhone XS Max, iPhone XR, iPhone X, iPhone 8, iPhone 8 Plus, and iPhone SE (2nd generation or later).

The users can now edit the message they have just sent or unsend a recent message altogether. Users will have up to 15 minutes to unsend or edit a message.

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3. Create multiple lock screens in style

The new iOS 16 update features multiple lock screen creations in style and personalisation. iOS 16 users can apply more than one wallpaper and photos of their choice, each with a unique backdrop and style to match their rhythm.

More significant innovation has been introduced for lock screen personalisation with custom widgets and font styles, showcasing fav photos, and more.

4. iPhone as a webcam on a Mac

One of the significant yet less-talked-about features rolled out with the new iOS 16. From the moment you get the iOS 16, you don’t need to use the Camo app to use your iPhone as a webcam on a mac. Together with iOS 16 and macVentura, it lets you connect with mac as a webcam automatically and that means without waking your iPhone or even unlocking it.

This significant feature is named a continuity camera and currently supports FaceTime, Zoom, Teams, Webex, and other smart conferencing apps.

5. Use CarPlay with your iPhone

Well, this is the last yet most highlighted iOS 16 update that will be coming in late 2023. CarPlay is an intelligent plus smart feature built for Cars which enhances driving experiences using an immersive iPhone experience.

CarPlay acts as a copilot and intelligently provides you with a smarter, safe way to use your iPhone while you drive. Additionally, you can get directions, make calls, send and receive messages, play music and even customise the CarPlay dashboard with wallpapers and themes to suit aestheticity.

What’s Next?

That’s the top five amazing iOS 16 updates to watch and experience this month. There are many significant features iOS 16 comes with which you can explore, read, and flaunt on Apple’s official event page.

Well, tell us which software update you loved the most in this blog.

New Apple Store Design Changes Prioritize A Straightforward Shopping Experience

Apple is evolving its in-store shopping experience with signage and display fixtures that remove ambiguity and encourage increased hands-on interaction with products. New designs that have been spotted in multiple locations reflect the changing requirements of busy stores and appear to address common customer needs.

iPhone display tables in Apple Stores are traditionally arranged with rows of devices grouped by model. Specifications for each device like capacity, color, and upgrade options are presented through a Pricing app on each phone. Now, new signs placed on the face of each table group the iPhone XS, XS Max, and XR, offering a quick list of specifications and pricing to compare.

Pictured at San Francisco’s Union Square store, these signs keep basic information accessible at all times while trying a device and should reduce the workload of staff fielding questions from customers who are trying to understand the differences between each model. These signs do not appear to have rolled out to all stores at this time and are limited to the iPhone tables at Apple Union Square.

Apple Union Square

New Apple Watch merchandising has also been spotted. Tables have been redesigned to streamline the process of exploring and trying on watch bands. Most Apple Stores currently offer two watch display tables. The first features a sunken display cabinet with LED lighting and rows of watches inaccessible to customers under a glass panel. The second table features leather mats for trying on watch bands, floating inventory of popular or new band styles, and a raised collection stand with various watch models. Last fall, some locations replaced their original plastic displays with smaller wooden stands that also accommodate two trays for watch bands.

Apple Park Visitor Center — photos courtesy of Adam Gambrel

At Apple Park Visitor Center, the glass-topped cabinet has been replaced with two rows of nine Apple Watches on pedestals within reach of customers. Readers report that they were able to freely remove these watches from their stands to try on. Previous displays were glued down and intended for observation only, frustrating customers that frequently tried to remove them.

The collection stand has been replaced with new band trays that also house watch cases separated from their straps. This change removes the friction of swapping bands and should dramatically speed up the try on experience. These designs haven’t rolled out to every store, but have been spotted by customers at Apple Michigan Avenue as well. There’s no indication if all locations will receive the same displays.

Existing Apple Watch display fixtures found in most stores

Finally, new easels popping up at some stores across the U.S. and Canada clearly denote an Express Checkout zone to pay for accessories like iPhone cases, cables, and headphones. The signage provides an anchor for customers who are unsure of where to checkout or not aware of the scan and buy self-checkout feature of the Apple Store app. 

Apple Coquitlam Centre — photo courtesy of Dongjun Zhao

The new retail design language Apple began rolling out in 2023 brought visual simplicity by deemphasizing signage, logos, and extraneous store fixtures. While more aesthetically pleasing, some customers have found contemporary stores challenging to navigate. These new fixtures and signs show that Apple is willing to fine-tune the balance between appearance and function.

If you spot these changes or other new designs are your local store, we’d love to see your photos. Follow 9to5Mac’s retail guide for in-depth coverage of the latest Apple Store news.

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Researchers Discover New Global Cyber

Security researchers have identified an ongoing cyber-espionage campaign that compromised 59 computers belonging to government organizations, research institutes, think tanks and private companies from 23 countries in the past 10 days.

The attack campaign was discovered and analyzed by researchers from security firm Kaspersky Lab and the Laboratory of Cryptography and System Security (CrySyS) of the Budapest University of Technology and Economics.

Dubbed MiniDuke, the attack campaign used targeted email messages — a technique known as spear phishing — that carried malicious PDF files rigged with a recently patched exploit for Adobe Reader 9, 10 and 11.

The exploit was originally discovered in active attacks earlier this month by security researchers from FireEye and is capable of bypassing the sandbox protection in Adobe Reader 10 and 11. Adobe released security patches for the vulnerabilities targeted by the exploit on Feb. 20.

The malicious PDF files are rogue copies of reports with content relevant to the targeted organizations and include a report on the informal Asia-Europe Meeting (ASEM) seminar on human rights, a report on Ukraine’s NATO membership action plan, a report on Ukraine’s regional foreign policy and a report on the 2013 Armenian Economic Association, and more.

If the exploit is successful, the rogue PDF files install a piece of malware that’s encrypted with information gathered from the affected system. This encryption technique was also used in the Gauss cyber-espionage malware and prevents the malware from being analyzed on a different system, Raiu said. If run on a different computer, the malware will execute, but will not initiate its malicious functionality, he said.

Another interesting aspect of this threat is that it’s only 20KB in size and was written in Assembler, a method that’s rarely used today by malware creators. Its small size is also unusual when compared to the size of modern malware, Raiu said. This suggests that the programmers were “old-school,” he said.

The piece of malware installed during this first stage of the attack connects to specific Twitter accounts that contain encrypted commands pointing to four websites that act as command-and-control servers. These websites, which are hosted in the U.S., Germany, France and Switzerland, host encrypted GIF files that contain a second backdoor program.

The second backdoor is an update to the first and connects back to the command-and-control servers to download yet another backdoor program that’s uniquely designed for each victim. As of Wednesday, the command-and-control servers were hosting five different backdoor programs for five unique victims in Portugal, Ukraine, Germany and Belgium, Raiu said.These unique backdoor programs connect to different command-and-control servers in Panama or Turkey, and they allow the attackers to execute commands on the infected systems.

The malware used in the new attacks is unique and hasn’t been seen before, so the group might have used different malware in the past, Raiu said. Judging by the wide range of targets and the global nature of the attacks, the attackers probably have a large agenda, he said.

MiniDuke victims include organizations from Belgium, Brazil, Bulgaria, Czech Republic, Georgia, Germany, Hungary, Ireland, Israel, Japan, Latvia, Lebanon, Lithuania, Montenegro, Portugal, Romania, Russia, Slovenia, Spain, Turkey, Ukraine, United Kingdom and the United States.

In the United States, a research institute, two pro-U.S. think tanks and a health care company have been affected by this attack, Raiu said without naming any of the victims.

The attack is not as sophisticated as Flame or Stuxnet, but is high-level nevertheless, Raiu said. There are no indications regarding where the attackers might operate from or what interests they might be serving.

That said, the backdoor coding style is reminiscent of a group of malware writers known as 29A, believed to be defunct since 2008. There’s a “666” signature in the code and 29A is the hexadecimal representation of 666, Raiu said.

A “666” value was also found in the malware used in the earlier attacks analyzed by FireEye, but that threat was different from MiniDuke, Raiu said. The question of whether the two attacks are related remains open.

News of this cyber-espionage campaign comes on the heels of renewed discussions about the Chinese cyber-espionage threat, particularly in the U.S., that were prompted by a recent report from security firm Mandiant. The report contains details about the years-long activity of a group of cyberattackers dubbed the Comment Crew that Mandiant believes to be a secret cyberunit of the Chinese Army. The Chinese government has dismissed the allegations, but the report was widely covered in the media.

Raiu said that none of the MiniDuke victims identified so far was from China, but declined to speculate on the significance of this fact. Last week security researchers from other companies identified targeted attacks that distributed the same PDF exploit masquerading as copies of the Mandiant report.

Those attacks installed malware that was clearly of Chinese origin, Raiu said. However, the way in which the exploit was used in those attacks was very crude and the malware was unsophisticated when compared to MiniDuke, he said.

Apple Announces Iphone 12 Pro With Premium Design, New Pacific Blue Color, More

After months of rumors, Apple has officially announced the iPhone 12 Pro and iPhone 12 Pro Max. The iPhone 12 Pro measures in at 6.1-inches, while the iPhone 12 Pro Max features a 6.7-inch screen. Read on for everything you need to know.

iPhone 12 Pro details

Apple says the form factors of the larger iPhone 12 Pro devices are “nearly the same” than the smaller iPhone 11 Pro models they replace. The frame of the iPhone 12 Pro is made out of a durable stainless steel material. Four colors pacific blue, graphite, gold, and silver

Ultra wide, Wide, and telephoto lenses on the back. On the iPhone 12 Pro Max, there was even more room for new camera features, Joz says.

The iPhone 12 Pro Max also includes the Ultra Wide and Telephoto cameras for closer shots. Combined, this system offers 5x optical zoom range, Apple says. The Max sensor is 47% larger, 87% improvement for low light photography, new optical image stabilization system.

Apple ProRAW, a new feature for iPhone 12 Pro that provides iPhone computational photography benefits with the benefits of shooting in RAW.

New video features on the iPhone 12 Pro and iPhone 12 Pro Max:

10-bit HDR video recording

Record in Dolby Vision HDR

4K at 60 fps

iPhone 12 Pro also features a LiDAR Scanner on the back. Enables object and room scanning, AR features, and more. The LiDAR Scanner also contributes to low-light auto focus and improving capture time.

iPhone 12 Pro starts at $999 and the iPhone 12 Pro Max for $1099. 128GB starting capacity.

iPhone 12 and iPhone 12 Pro pre-orders begin October 16th with availability on October 23rd. iPhone 12 Pro Max and iPhone 12 mini pre-orders on November 6th with availability on November 13th.

Apple announced the iPhone 12 Pro alongside other new iPhone 12 models during its “Hi, Speed” event from Apple Park.

Follow along in our Apple Event News Hub for all of the latest news today, including iPhone 12 details and more.

Apple introduces iPhone 12 Pro and iPhone 12 Pro Max with 5G

iPhone 12 Pro and iPhone 12 Pro Max will be available in four stainless steel finishes, including graphite, silver, gold, and pacific blue. Pre-orders for iPhone 12 Pro begin Friday, October 16, with availability beginning Friday, October 23. iPhone 12 Pro Max will be available for pre-order Friday, November 6, and in stores beginning Friday, November 13.

A Superior 5G Experience

Featuring the most 5G bands on any smartphone, iPhone 12 Pro models offer the broadest 5G coverage worldwide.1 Models in the US support millimeter wave, the higher frequency version of 5G, allowing iPhone 12 Pro models to reach speeds up to 4Gbps, even in densely populated areas. iPhone 12 Pro models also feature Smart Data mode, which extends battery life by intelligently assessing 5G needs and balancing data usage, speed, and power in real time.

A14 Bionic: Powerful and Efficient

Generations ahead of the competition, A14 Bionic is the first chip in the smartphone industry built on 5-nanometer process. Faster and more efficient than ever, A14 Bionic has the fastest CPU and GPU by up to 50 percent compared to the fastest competing smartphone chips, enabling console-quality gaming experiences, powerful computational photography, and more, while delivering great battery life. Pushing the limits of machine learning (ML), A14 Bionic features a 16-core Neural Engine — for an 80 percent increase in performance — that is capable of completing 11 trillion operations per second, enabling improved performance on even the most intense ML models.

New Design and Innovative Display Technologies

Designed with premium materials, iPhone 12 Pro models boast a new, sophisticated flat-edge design that features a gorgeous surgical-grade stainless steel band paired with a precision-milled matte glass back, and introduces the incredibly durable Ceramic Shield. The Ceramic Shield front cover, tougher than any smartphone glass, goes beyond glass and is infused with nano-ceramic crystals to dramatically improve toughness and increase drop performance by 4x.2

With impressively larger, edge-to-edge displays with reduced borders in familiar sizes, the 6.1-inch iPhone 12 Pro and 6.7-inch iPhone 12 Pro Max3feature a Super Retina XDR display with systemwide color management for industry-leading color accuracy. And iPhone 12 Pro Max offers the largest display ever on an iPhone and the highest resolution featuring nearly 3.5 million pixels for a remarkable, true-to-life viewing experience. These OLED displays bring HDR video content to life, reaching 1200 nits peak brightness.

iPhone 12 Pro models come with an industry-leading IP68 rating to withstand water submersion up to 6 meters for up to 30 minutes, and are protected against everyday spills, including coffee and soda.4

Versatile Pro Camera System

The world’s best pro camera is an even more versatile tool for all levels of photo and video enthusiasts with state-of-the-art camera hardware powered by A14 Bionic. Together with the new image signal processor (ISP), A14 Bionic drives increased image quality and enables powerful computational photography capabilities not possible with traditional cameras. iPhone 12 Pro models also feature the new Apple ProRAW, coming later this year,5 which combines Apple’s multiframe image processing and computational photography with the versatility of a RAW format. Users can experience full creative control over color, detail, and dynamic range natively on iPhone or with other professional photo editing apps.

iPhone 12 Pro features the new seven-element lens Wide camera with an ƒ/1.6 aperture, the fastest ever on an iPhone, for 27 percent improved low-light performance in photo and video; the Ultra Wide camera with a 120-degree field of view, perfect for capturing more scene in tight spots or epic landscapes; and a 52 mm focal length Telephoto camera, great for framing portraits, bringing the optical zoom range to 4x.

iPhone 12 Pro Max takes the pro camera experience even further. The new ƒ/1.6 aperture Wide camera boasts a 47 percent larger sensor with 1.7μm pixels for a massive 87 percent improvement in low-light conditions. It also includes the expansive Ultra Wide camera and a 65 mm focal length Telephoto camera for increased flexibility with closer shots and tighter crops. Combined, this system offers 5x optical zoom range.

Improvements to Night mode, now expanded to the TrueDepth and Ultra Wide cameras, allow for an even brighter picture. And Night mode Time-Lapse delivers longer exposure times for sharper videos, better light trails, and smoother exposure in low-light scenarios when used with a tripod. Deep Fusion, now better and faster, comes to all cameras, and with the new Smart HDR 3, users can expect more true-to-life images, even in complex scenes.

Realistic AR and Innovative Camera Experiences Innovative New Accessories with MagSafe

MagSafe improves wireless charging for a better, more efficient experience and introduces an ecosystem of easy-to-attach accessories that beautifully complement iPhone 12 Pro models.7 MagSafe delivers a unique experience to iPhone, featuring an array of magnets around the wireless charging coil, optimized for alignment and efficiency, that perfectly connects to iPhone every time. MagSafe chargers efficiently provide up to 15W of power while still accommodating existing Qi-enabled devices. Charging solutions include the MagSafe Charger and MagSafe Duo Charger for use with iPhone and Apple Watch, as well as new silicone, leather, and clear cases that easily snap onto the back of iPhone, and a leather wallet. Customers can also expect innovative MagSafe accessories from third-party manufacturers.

Featuring iOS 14

iOS 14 delivers a reimagined iPhone experience with new ways to customize the Home Screen. Beautifully redesigned widgets present timely information at a glance and can be pinned in different sizes on any Home Screen page. The App Library is a new space that automatically organizes all of a user’s apps into one simple, easy-to-navigate view. iOS 14 also brings new ways to discover and use apps with App Clips, powerful updates for staying connected in Messages, greener ways to explore cities with Maps, and enhanced privacy features for even more transparency and control.8

Committed to the Environment

Today, Apple is carbon neutral for global corporate operations and, by 2030, plans to have net zero climate impact across the entire business, which includes manufacturing supply chains and all product life cycles. This means that every Apple device sold, from material collection, component manufacturing, assembly, transport, customer use, charging, all the way through recycling and material recovery, will be 100 percent carbon neutral. iPhone 12 Pro models were designed with the environment in mind. For the first time, iPhone 12 Pro models will utilize 100 percent recycled rare earth elements in all magnets, including the new camera, Taptic Engine, and MagSafe, as well as Apple’s MagSafe accessories. Apple is also removing the power adapter and EarPods from iPhone packaging, further reducing carbon emissions and avoiding the mining and use of precious materials, which enables smaller and lighter packaging, and allows for 70 percent more boxes to be shipped on a pallet. Taken altogether, these changes will cut over 2 million metric tons of carbon emissions annually, equivalent to removing nearly 450,000 cars from the road per year.

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