As a team we had a great evening gathered around the TV watching the Apple event at TORRO HQ. We have worked extremely hard over the past couple of months preparing for the latest round of iPhones to be launched. It wasn’t all play; we were poised to trigger our live products and share our marketing material as soon as Tim Cook confirmed the line-up to the world.

The highlight was obviously the iPhone because we had our full range of 2019 iPhone 11, 11 Pro and 11 Pro Max genuine leather cases ready to launch. We believe the range will delight iPhone customers adding functionality and aesthetics to what is a really top smartphone. The main iPhone talking point was the camera improvements. The new devices boast superior image stabilisation for video recording and innovative still image capturing processes. Apple generally gives us a ‘gimmick’ feature such as Animoji and portrait, spotlight pictures and this year was no different with a feature they have called ‘slofies’ which is a slo-mo video selfie. Yep I know, just what we need, more people pouting into their smartphone. Back in the real world, the devices have also been upgraded from the X range to support Dolby Atmos audio and faster Wi-Fi 6 connectivity. 

A genuine surprise for us was the launch of the iPad 7th generation. A budget but improved version of the top selling iPad 6th Generation 2018. The iPad now sports keyboard connectivity and a slightly larger 10.2 inch screen. The iPad will ship on September 30th and we aim to have leather cases available on or around this date.

Apple Watch series 5 was also introduced. The headline for the series 5 in our eyes was the ‘always on’ function. Rather than the wrist turn to wake the display, the series 5 will remain on ‘always’ but at dimmer brightness in order to remain energy efficient. In fact, Apple suggest battery life on the series 5 is actually even longer than ever before and also now has a built-in compass.

From a services perspective, Apple introduced that Apple TV+ would go live in Autumn from only £4.99 per month and even better, it comes with a free one year subscription for anyone buying a new iPhone, iPad or Mac so there you have it, if you need an incentive to upgrade to the iPhone 11. In addition to TV+, Apple also launched their Arcade service. A subscription gaming app with access to an array of games for £4.99 per month, this will be seen as a direct challenge to Google’s Stadia gaming platform.

All in all, this was a very ‘as expected’ event with little in the way of surprise. It was nice that they got straight down to business rather than 45 minutes of app sale updates and the usually pre-amble. The initial re-action has been mixed with lots of mockery of the new iPhone camera design comparing it from oven hobs to crumpets. TORRO order data suggests that this is not deterring Apple loyalists as our cases have started to sell faster than ever before. The iPad was a very interesting twist and we wonder what that means for the usual November iPad Pro refresh. We look forward to sharing the latest news as we receive it.