With guests as varied as Gwen Stefani, Stephen Fry and French Vogue editor Emmanuelle Alt, it’s no surprise that yesterday's Apple launch in Cupertino, California turned into a social media frenzy event before any of the new products were revealed.
There was a surprise performance by U2 and the unveiling of a new TV campaign featuring the voices of Justin Timberlake and Jimmy Fallon. And of course Stylist was right in the thick of it.
More than 1,500 people were flown in from all over the globe to attend the launch of iPhone 6, iPhone 6 Plus and the long awaited Apple Watch, as well as the US-only Apple Pay, the company's new mobile payment system, and they weren't disappointed.
Not only are the new iPhones the biggest ever, with the iPhone 6 screen measuring 4.7 inches and the iPhone 6 Plus clocking in at 5.5 inches, both devices are the thinnest Apple phones in history (6.9mm and 7.1mm respectively). Available to pre-order Friday 12 September and to buy in store Friday 19 September, both phones will use the new iOS8 which includes personalised predictive text, a new Health app and time-lapse photography.
Gwen Stefani at New York Fashion Week before heading over to the Apple event in San Francisco
While the new giant-size iPhone 6 Plus had the crowd cheering, it was nothing compared to the reception Apple CEO Tim Cook received when he announced the long-awaited Apple Watch. With the name surprising those who had assumed it would be christened the iWatch, Cook referred to it as “the most personal device Apple has ever created.”
Featuring a brand new interface, the Apple Watch uses a ‘digital crown’ (the dial on the side of an analogue watch to wind it up) to zoom in and out and scroll up and down so fingers don’t block the information on the screen. The watch can sense when you raise your wrist which prompts it to activate the flexible retina display, while notifications and alerts can be felt as well as heard.
The Apple Watch analyses the information in your messages and provides ready-made reply options to minimise the time it would take you to send a voice message or text. And emoji fans rejoice – you can customise the emoticon’s eyes and mouth to provide the exact expression you’re after. Not forgetting the two new built-in fitness apps – Activity, which monitors your movement throughout the day and Workout, which sets goals and provides motivation to achieve them.
The three collections – Apple Watch, Apple Watch Sport and the incredibly sleek Apple Watch Edition with its 18-karat rose gold or yellow gold face – all have their own choice of wristbands with different finishes and buckles and are designed to work with all iPhone 5s and iPhone 6s. The bad news? You’ll have to wait til early 2015 to get your hands on it.
As the event finished with U2 making a personal appearance to announce that their latest album, Songs of Innocence, is available to download for free to iTunes users until mid-October, the crowd disappeared into the custom-built demonstration suite to try out the new additions to the Apple family. As the fashion bunnies raced the tech bloggers to be the first to get their mitts on the shiny new demo models, there was no doubt that Apple has another hit on their hands. 2015 may seem far away but thanks to the new iPhone 6 and iPhone 6 Plus, there’s plenty to keep you occupied til then…