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  • When you think about your iPhone,

  • it's probably the object that you use most in your life.

  • 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... just make a new phone,

  • we want to make a much better phone.

  • iPhone 5 is the result of this approach.

  • It's been 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 thin,

  • 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 enable 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 the thin design of iPhone 5.

  • We're also introducing

  • an all-new 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 needed to 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 moved to a sapphire lens cover,

  • which is thinner and more durable

  • than the previous cover glass.

  • 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 this amazing display,

  • you just feel like you can do more.

  • It's great for watching HD videos in full widescreen,

  • and in portrait mode,

  • iPhone 5 still fits so comfortably in your 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 Van Ness Avenue."

  • The panorama feature is simply awesome.

  • You can capture panoramic photo

  • just by moving your camera through the scene.

  • Once you're done,

  • the app combines what you've captured

  • into one beautiful panoramic shot.

  • And now Siri can do more for you.

  • You can get sports 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 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 aluminum,

  • we machine all of the surfaces of the enclosure.

  • We then polish and texture them.

  • We then use crystalline diamonds to cut the chamfers.

  • 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 chamfered edge.

  • This manufacturing precision

  • extends to have 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-powered 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 extraordinary.

When you think about your iPhone,

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Introducing iPhone 5

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    VoiceTube posted on 2013/02/05
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