iPhone 5 Promotional Video

when you think about your iPhone it's

probably the object that you use most in

your life it's it's the product that you

have with you all the time with this

unique relationship people have with

their iPhone we take changing it really

seriously we don't want to to just make

a new phone we want to make a much

better

phone iPhone 5 is the result of this

approach it's being completely

redesigned and for the first time ever

we've increased the size of the

display by making the screen taller but

not wider you can see more of your

content but still comfortably use it

with one hand and yet even with the

larger display iPhone 5 is the thinnest

lightest iPhone we've ever

built to achieve a design this then we

had to look at making many of the

components inside the design smaller

it's actually 18% thinner and 20%

lighter than the previous iPhone it took

an incredible cross collaborative effort

to do this from the beginning we knew we

wanted to bring LTE to the iPhone what

LTE does is it enables really fast

downloads over your cellular network

you'll notice a big difference compared

to previous network connectivity in fact

LTE can actually be faster than the

average Wi-Fi connection at home the

conventional approach of Designing LTE

into a world phone uses two chips with

the new iPhone both voice and data

technology are combined onto a single

chip this is one of the real

breakthroughs that enables iPhone 5's

thin design we're also introducing an

allnew apple designed A6 chip it

delivers performance that's up to twice

as fast as the previous generation

you'll experience a big increase in

speed in everything you use your iPhone

for especially in the way it delivers

more detail and boosts frame rates in

graphics intensive apps the A6 chip is

so power efficient that it increases

performance while also increasing its

battery life given the dimensions of the

new phone and all the capability that we

wanted to add we need to Dem manage

space inside the phone very carefully

we've created the new much smaller

lightning connector

It's All Digital so it's designed for

today's uses and we made it reversible

so it fits either way we also move to a

sapphire lens cover which is thinner and

more durable than the previous

coverglass this really protects the

Optics and keeps your photos looking

great I don't think the level of

invention has ever been matched by any

other product we've done the seamless

integration between hardware and

software makes everything you do on

iPhone 5 just feel more fluid responsive

and fast and with its amazing display

you just feel like you can do more it's

great for watching HD videos and full

wide screen and in portrait mode iPhone

5 still fits so comfortably in your

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hand our all new maps application is

fantastic if you look at things like

flyover it's a completely different

experience than you've ever had before

in maps and using turn-by-turn spoken

directions makes it really easy to get

where you're going turn left onto

Lombard

Street then turn right onto vaness

Avenue the Panorama feature is simply

awesome you can capture a panoramic

photo just by moving your camera through

the

scene once you're done the app combines

what you captured into one beautiful

panoramic

shot and now Siri can do more for you

you can get sport scores and team

schedules Siri can also find places to

eat and even help you make a

reservation Facebook is now integrated

right into iOS 6 so you can post photos

or share anything else you want to

directly from your

apps and now you can make a FaceTime

call right over the cellular network so

no matter where you are you're always

able to see the ones you love

along with the experience of actually

using it what makes iPhone 5 so unique

is how it feels in your hand the

materials it's been made with the the

remarkable Precision with which it's

been built never before have we built a

product with this extraordinary level of

fit and finish we've developed

manufacturing processes that are our

most complex and ambitious

starting with the aluminium we machine

all of the surfaces of the enclosure we

then polish and texture them we then use

crystalline diamonds to cut the shamas

it's so exact that you're left with a

near mirror finish these techniques

create a dramatic distinction between

the product's lightly textured back and

its highly polished chamford

Edge this manufacturing Precision

extends the these many pieces seamlessly

come together the inlay of the product

is matched to the housing through a

highly sophisticated

process with the parts on a conveyor two

high powerered cameras take pictures of

the housing an instantaneous analysis is

done and then the best match out of a

possible

725 Cuts is determined the variances

from product to product we now measure

in microns we believe that going to such

extreme lengths is the only way that we

can deliver this level of

quality to create the new

iPhone we began with a design that we

really loved but to build it to

implement it we had to look Way Beyond

what we knew to be possible it took all

of our learning our best

thinking to realize something so simple

so clear and yet so truly

[Music]

extraordinary