iPhone SE: a powerful smartphone in an iconic design
Apple announced iPhone SE, a powerful new iPhone in an iconic design, with exceptional capabilities and performance at an incredible price. iPhone SE comes in a compact and durable design, and together with iOS 15, delivers a seamless user experience. The new iPhone SE features impressive upgrades including the performance of A15 Bionic, which powers advanced camera capabilities and makes nearly every experience better, from photo editing to power-intensive operations like gaming and augmented reality. Along with 5G, longer battery life, and improved durability, iPhone SE comes in three stunning colors — midnight, starlight, and (PRODUCT)RED.iPhone SE will be available for pre-order this Friday, March 11, with availability beginning Friday, March 18.
Iconic Design with a 4.7-inch Display
iPhone SE is as durable as it is beautiful, and features an aerospace-grade aluminum and glass design, now with the toughest glass in a smartphone on the front and back — the same as on the back of iPhone 13 Pro and iPhone 13. Rated IP67 for water and dust resistance, iPhone SE is designed to protect against spills. iPhone SE features the familiar Home button with Touch ID — an easy, private, and secure alternative for logging in to apps, authorizing App Store purchases, making Apple Pay transactions, and more.
A15 Bionic: The Ultimate Smartphone Chip
The power of Apple silicon delivers industry-leading performance and cutting-edge capabilities to iPhone. The lightning-fast A15 Bionic — introduced with iPhone 13 — comes to iPhone SE and makes nearly every experience better, from launching apps to handling demanding tasks with ease. A15 Bionic packs a powerful 6-core CPU, the fastest CPU in a smartphone, with two high-performance cores and four high-efficiency cores, making iPhone SE up to 1.8x faster than iPhone 8, and even faster compared to older models. The 16-core Neural Engine is capable of 15.8 trillion operations per second, enabling faster machine learning computations for third-party applications, as well as unlocking features for iPhone SE like Live Text in the Camera app with iOS 15 and on-device dictation. Perfect for photography, gaming, and augmented reality experiences, A15 Bionic makes every action feel fluid.
Built for efficiency, A15 Bionic works in conjunction with the latest-generation battery chemistry and tight integration with iOS 15 to enable better battery life on iPhone SE. Even with its compact form factor and new technologies like 5G, iPhone SE has longer battery life than the previous-generation and older 4.7-inch iPhone models. iPhone SE is compatible with Qi-certified chargers for wireless charging, and also supports fast charging.
New Camera Experience Powered by A15 Bionic
iPhone SE features an all-new camera system powered by A15 Bionic, with a 12-megapixel ƒ/1.8 aperture Wide camera that offers incredible computational photography benefits, including Smart HDR 4, Photographic Styles, Deep Fusion, and Portrait mode. Introduced with iPhone 13 Pro and iPhone 13, Smart HDR 4 uses intelligent segmentation to apply different adjustments for color, contrast, and noise to the subject versus the background. This ensures faces are properly exposed in challenging lighting, and renders people in the same photo individually, with different adjustments optimized for lighting and skin tone for each person. Photographic Styles allows users to bring their personal photo preferences to every image while still benefitting from Apple’s multiframe image processing. Preset and customized preferences work across scenes and subjects, and unlike a simple filter, intelligently apply the right adjustments to different parts of the photo to ensure the important elements, like skin tones, are preserved. Deep Fusion uses advanced machine learning to do pixel-by-pixel processing, optimizing for texture, details, and noise in every part of the photo. The image signal processor in A15 Bionic delivers significantly improved videos with reduced noise, particularly in low light, with better white balance and truer skin tone.
5G Comes to iPhone SE
5G allows users to take advantage of the latest generation of wireless technology, with faster uploads and downloads, lower latency, and better experiences in more places — like seeing family with higher-quality HD FaceTime calls, even when on cellular data and not on Wi-Fi.5 With iOS 15, SharePlay on 5G unlocks powerful shared experiences such as watching HDR movies or TV shows in sync with friends while on a FaceTime call. And Smart Data mode will intelligently conserve battery life by automatically shifting iPhone to LTE when 5G speeds are not needed. Support for 5G worldwide is growing, with more than 200 carriers in over 70 markets and regions supporting it by the end of the year.
Pricing and Availability
- iPhone SE will be available in 64GB, 128GB, and 256GB models in midnight, starlight, and (PRODUCT)RED starting at (AED) 1,849
- Customers in Australia, Canada, China, France, Germany, India, Japan, the UK, the US, and more than 30 other countries and regions will be able to pre-order iPhone SE beginning at 5 a.m. PST on Friday, March 11, with availability beginning Friday, March 18.
Gorgeous new green finishes for the iPhone 13 lineup
Apple introduced two all-new beautiful colors for iPhone 13 Pro and iPhone 13, alpine green and green. The iPhone 13 lineup features sleek designs made even more durable with the Ceramic Shield front cover, and includes the breakthrough A15 Bionic chip, an advanced 5G experience, cutting-edge camera systems for stunning photos and videos, and a huge leap in battery life. iPhone 13 and iPhone 13 mini also offer a bright Super Retina XDR display, while iPhone 13 Pro and iPhone 13 Pro Max include a vibrant Super Retina XDR display with ProMotion featuring an adaptive refresh rate from 10Hz up to 120Hz. The new alpine green iPhone 13 Pro and green iPhone 13 will be available for pre-order this Friday, March 11, with availability starting Friday, March 18.
Pricing and Availability
- iPhone 13 Pro and iPhone 13 Pro Max are currently available in sierra blue, graphite, gold, and silver, and will be available in the new alpine green in 128GB, 256GB, 512GB, and 1TB storage options, starting at AED 4,199 and AED 4,699 respectively. iPhone 13 and iPhone 13 mini are currently available in (PRODUCT)RED,6 starlight, midnight, blue, and pink, and will be available in the new green in 128GB, 256GB, and 512GB storage options, starting at AED 3,399and AED 2,999 respectively.
- Customers in Australia, Canada, China, France, Germany, India, Japan, the UK, the US, and more than 30 other countries and regions will be able to pre-order iPhone 13 Pro and iPhone 13 Pro Max in alpine green, and iPhone 13 and iPhone 13 mini in green beginning at 5 a.m. PST on Friday, March 11, with availability beginning Friday, March 18.
Apple introduces the most powerful and versatile iPad Air ever
Apple introduced the new iPad Air with the Apple-designed M1 chip, delivering a massive leap in performance. Available in a new array of colors, iPad Air also features the new Ultra Wide front camera with Center Stage for a more natural video conferencing experience, a USB-C port with up to 2x faster transfer speeds, and blazing-fast 5G on cellular models — starting at the same affordable price. Advanced cameras and compatibility with the latest accessories enable users, including content creators, gamers, and students, to push the boundaries of creativity, productivity, and self expression. The new iPad Air is available to order beginning Friday, March 11, and will be in stores beginning Friday, March 18.
M1 Brings a Massive Leap in Performance to iPad Air
The breakthrough M1 chip in iPad Air delivers a giant performance boost to even the most demanding apps and workflows, with incredible power efficiency and all-day battery life. The 8-core CPU delivers up to 60 percent faster performance, and the 8-core GPU delivers up to 2x faster graphics performance compared to the previous iPad Air. Combined with the CPU and GPU, a 16-core Neural Engine powers advanced machine learning (ML) functions that enable next-level experiences. From editing multiple streams of 4K video, to playing graphics-intensive games, redesigning a room in 3D, and more realistic augmented reality (AR), the performance of M1 enables users to do more than ever with iPad Air.
Ultra Wide 12MP Front Camera with Center Stage
The Ultra Wide 12MP front camera with Center Stage automatically pans to keep users in view as they move around. When others join in, the camera detects them too, and smoothly zooms out to include them in the conversation. So whether catching up with loved ones or learning remotely, Center Stage makes connecting more engaging than ever. With the addition of Center Stage to iPad Air, all iPad models now feature this magical experience.
The 12MP Wide camera on the back of iPad Air lets users capture sharp photos and 4K video, scan documents, and enjoy amazing AR experiences. An end-to-end solution for photo and video capture, editing, and sharing, iPad Air is an incredibly versatile and ultra-portable mobile studio.
Ultra-Fast 5G and Advanced Connectivity
Customers can do even more on iPad Air with faster wireless connectivity on the go. With 5G, iPad Air can reach peak speeds of up to 3.5Gbps in ideal conditions. With eSIM and Wi-Fi 6 support, iPad Air offers greater flexibility when users need to get connected — from accessing files, to backing up data, communicating with colleagues, or enjoying a movie with family and friends using SharePlay.
The USB-C port is now up to 2x faster than the previous generation, with data transfers up to 10Gbps, so importing large photos and videos is even quicker. The port connects iPad Air to a vast ecosystem of USB-C accessories, including cameras, external storage, and displays with up to 6K resolution.
All-Screen Design with the Liquid Retina Display and Touch ID
Loved for its thin and light design, the new iPad Air comes in a gorgeous array of colors: space gray, starlight, pink, purple, and a stunning new blue. iPad Air features a 10.9-inch Liquid Retina display for an immersive visual experience, with 3.8 million pixels and advanced technologies, including 500 nits of brightness, full lamination, a P3 wide color gamut, True Tone, and an anti-reflective screen coating.
Combined with the Liquid Retina display, landscape stereo speakers in iPad Air deliver wide stereo sound for a great movie-viewing experience. Touch ID is built into the top button of iPad Air, delivering the same ease of use and secure authentication users know and love to unlock iPad Air, log in to apps, or use Apple Pay.
Accessories
Apple Pencil (2nd generation) turns iPad Air into a digital journal and sketchbook users can take anywhere. With wireless charging and pairing, Apple Pencil delivers pixel-perfect precision and imperceptible lag, making writing as easy and natural as using pen and paper.
The new iPad Air is compatible with Magic Keyboard, providing the best typing experience with its floating design and built-in trackpad; Smart Keyboard Folio, with its comfortable typing experience in a slim design; and Smart Folio covers, which come in beautiful coordinating colors — black, white, electric orange, dark cherry, English lavender, and marine blue — that complement the new iPad Air finishes.
Pricing and Availability
- The new iPad Air is available to order beginning Friday, March 11, from apple.com/ae/store and in the Apple Store app in 29 countries and regions, including the US, with availability beginning Friday, March 18.
- Wi-Fi models of iPad Air are available with a starting price of AED 2,499 and Wi-Fi + Cellular models start at AED 3,099. The new iPad Air, in 64GB and 256GB configurations, comes in space gray, starlight, pink, purple, and blue finishes.
- Education pricing is available to current and newly accepted college students and their parents, as well as faculty, staff, and homeschool teachers of all grade levels. The new iPad Air starts at AED 2,312.1. The second-generation Apple Pencil is available for AED 475.65, the Smart Keyboard Folio is available for AED 656.25, and the Magic Keyboard for college students at AED 1,126.65. For more information, visit apple.com/us-hed/shop.
- Apple Pencil (2nd generation), available for purchase separately, is compatible with the new iPad Air for AED 529.
- Magic Keyboard for the new iPad Air is available in black and white for AED 1,199, with layouts for over 30 languages.
- The Smart Keyboard Folio for the new iPad Air is available for AED 729.
- The Smart Folio for the new iPad Air is available for AED 339 in black, white, electric orange, dark cherry, English lavender, and marine blue.
Apple unveils M1 Ultra, the world’s most powerful chip for a personal computer
Apple also announced M1 Ultra, the next giant leap for Apple silicon and the Mac. Featuring UltraFusion — Apple’s innovative packaging architecture that interconnects the die of two M1 Max chips to create a system on a chip (SoC) with unprecedented levels of performance and capabilities — M1 Ultra delivers breathtaking computing power to the new Mac Studio while maintaining industry-leading performance per watt. The new SoC consists of 114 billion transistors, the most ever in a personal computer chip. M1 Ultra can be configured with up to 128GB of high-bandwidth, low-latency unified memory that can be accessed by the 20-core CPU, 64-core GPU, and 32-core Neural Engine, providing astonishing performance for developers compiling code, artists working in huge 3D environments that were previously impossible to render, and video professionals who can transcode video to ProRes up to 5.6x faster than with a 28-core Mac Pro with Afterburner.
Groundbreaking UltraFusion Architecture
The foundation for M1 Ultra is the extremely powerful and power-efficient M1 Max. To build M1 Ultra, the die of two M1 Max are connected using UltraFusion, Apple’s custom-built packaging architecture. The most common way to scale performance is to connect two chips through a motherboard, which typically brings significant trade-offs, including increased latency, reduced bandwidth, and increased power consumption. However, Apple’s innovative UltraFusion uses a silicon interposer that connects the chips across more than 10,000 signals, providing a massive 2.5TB/s of low latency, inter-processor bandwidth — more than 4x the bandwidth of the leading multi-chip interconnect technology. This enables M1 Ultra to behave and be recognized by software as one chip, so developers don’t need to rewrite code to take advantage of its performance. There’s never been anything like it.
Unprecedented Performance and Power Efficiency
M1 Ultra features an extraordinarily powerful 20-core CPU with 16 high-performance cores and four high-efficiency cores. It delivers 90 percent higher multi-threaded performance than the fastest available 16-core PC desktop chip in the same power envelope. Additionally, M1 Ultra reaches the PC chip’s peak performance using 100 fewer watts.2 That astounding efficiency means less energy is consumed and fans run quietly, even as apps like Logic Pro rip through demanding workflows, such as processing massive amounts of virtual instruments, audio plug-ins, and effects.
For the most graphics-intensive needs, like 3D rendering and complex image processing, M1 Ultra has a 64-core GPU — 8x the size of M1 — delivering faster performance than even the highest-end PC GPU available while using 200 fewer watts of power.3
Apple’s unified memory architecture has also scaled up with M1 Ultra. Memory bandwidth is increased to 800GB/s, more than 10x the latest PC desktop chip, and M1 Ultra can be configured with 128GB of unified memory. Compared with the most powerful PC graphics cards that max out at 48GB, nothing comes close to M1 Ultra for graphics memory to support enormous GPU-intensive workloads like working with extreme 3D geometry and rendering massive scenes.
The 32-core Neural Engine in M1 Ultra runs up to 22 trillion operations per second, speeding through the most challenging machine learning tasks. And, with double the media engine capabilities of M1 Max, M1 Ultra offers unprecedented ProRes video encode and decode throughput. In fact, the new Mac Studio with M1 Ultra can play back up to 18 streams of 8K ProRes 422 video — a feat no other chip can accomplish.4 M1 Ultra also integrates custom Apple technologies, such as a display engine capable of driving multiple external displays, integrated Thunderbolt 4 controllers, and best-in-class security, including Apple’s latest Secure Enclave, hardware-verified secure boot, and runtime anti-exploitation technologies.
Apple unveils all-new Mac Studio and Studio Display
Apple finally introduced Mac Studio and Studio Display, an entirely new Mac desktop and display designed to give users everything they need to build the studio of their dreams. A breakthrough in personal computing, Mac Studio is powered by M1 Max and the new M1 Ultra, the world’s most powerful chip for a personal computer.
It is the first computer to deliver an unprecedented level of performance, an extensive array of connectivity, and completely new capabilities in an unbelievably compact design that sits within arm’s reach on the desk. With Mac Studio, users can do things that are not possible on any other desktop, such as rendering massive 3D environments and playing back 18 streams of ProRes video. Studio Display, the perfect complement to Mac Studio, also pairs beautifully with any Mac. It features an expansive 27-inch 5K Retina display, a 12MP Ultra Wide camera with Center Stage, and a high-fidelity six-speaker sound system with spatial audio. Together, Mac Studio and Studio Display transform any workspace into a creative powerhouse.
They join Apple’s strongest, most powerful Mac lineup ever, and are available to order today, arriving to customers beginning Friday, March 18.
Revolutionary Desktop Design Enabled by Apple Silicon
With the power and efficiency of Apple silicon, Mac Studio completely reimagines what a high-performance desktop looks like. Every element inside Mac Studio was designed to optimize the performance of M1 Max and M1 Ultra, producing an unprecedented amount of power and capability in a form factor that can live right on a desk.
Built from a single aluminum extrusion with a square footprint of just 7.7 inches and a height of only 3.7 inches, Mac Studio takes up very little space and fits perfectly under most displays. Mac Studio also features an innovative thermal design that enables an extraordinary amount of performance. The unique system of double-sided blowers, precisely placed airflow channels, and over 4,000 perforations on the back and bottom of the enclosure guide air through the internal components and help cool the high-performance chips. And because of the efficiency of Apple silicon, Mac Studio remains incredibly quiet, even under the heaviest workloads.
Game-Changing Performance with M1 Max and M1 Ultra
Powered by either M1 Max or M1 Ultra, Mac Studio delivers extraordinary CPU and GPU performance, more unified memory than any other Mac, and new capabilities that no other desktop can achieve. With M1 Max, users can take their creative workflows to new levels, and for those requiring even more computing power, M1 Ultra is the next giant leap for Apple silicon, delivering breathtaking performance to Mac Studio. M1 Ultra builds on M1 Max and features the all-new UltraFusion architecture that interconnects the die of two M1 Max chips, creating a system on a chip (SoC) with unprecedented levels of performance and capabilities, and consisting of 114 billion transistors, the most ever in a personal computer chip.
Mac Studio Powered by M1 Max Enables:
- Up to 2.5x faster CPU performance than the fastest 27-inch iMac with 10-core processor.
- Up to 50 percent faster CPU performance than Mac Pro with a 16-core Xeon processor.
- Up to 3.4x faster graphics performance than the 27-inch iMac, and over 3x faster than Mac Pro with its most popular graphics card.
- Up to 7.5x faster than the 27-inch iMac, and up to 3.7x faster than 16-core Mac Pro when transcoding video.
Mac Studio Powered by M1 Ultra Enables:
- Up to 3.8x faster CPU performance than the fastest 27-inch iMac with 10-core processor.
- Up to 90 percent faster CPU performance than Mac Pro with 16-core Xeon processor.
- Up to 60 percent faster CPU performance than 28-core Mac Pro.
- Up to 4.5x faster graphics performance than the 27-inch iMac, and up to 80 percent faster than the fastest Mac graphics card available today.
- Up to 12x faster than the 27-inch iMac, and up to 5.6x faster than 28-core Mac Pro when transcoding video.
With its ultra-powerful media engine, Mac Studio with M1 Ultra can play back 18 streams of 8K ProRes 422 video, which no other computer in the world can do. Mac Studio also shatters the limits of graphics memory on a desktop, featuring up to 64GB of unified memory on systems with M1 Max and up to 128GB of unified memory on systems with M1 Ultra. Since the most powerful workstation graphics card available today only offers 48GB of video memory, having this massive amount of memory is game changing for pro workloads. And the SSD in Mac Studio delivers up to 7.4GB/s of performance and a capacity of up to 8TB, allowing users to work on massive projects with incredible speed and performance.
Connectivity within Easy Reach
The compact design of Mac Studio puts an extensive array of essential connectivity within easy reach. On the back, Mac Studio includes four Thunderbolt 4 ports to connect displays and high-performance devices, a 10Gb Ethernet port, two USB-A ports, an HDMI port, and a pro audio jack for high-impedance headphones or external amplified speakers. Wi-Fi 6 and Bluetooth 5.0 are built in as well.
And because users frequently connect and disconnect devices, like portable storage, Mac Studio includes ports on the front for more convenient access. There are two USB-C ports, which on M1 Max supports 10Gb/s USB 3, and on M1 Ultra supports 40Gb/s Thunderbolt 4. There is also an SD card slot on the front to easily import photos and video. And Mac Studio provides extensive display support — up to four Pro Display XDRs, plus a 4K TV — driving nearly 90 million pixels.
Studio Display
The all-new Studio Display perfectly complements Mac Studio and also beautifully pairs with any Mac. In a class of its own, it features a gorgeous 27-inch 5K Retina screen, plus sensational camera and audio, delivering that integrated experience Mac users love.
Slim Aluminum Design
Studio Display brings a stunning all-screen design with narrow borders and a refined, all-aluminum enclosure that houses an advanced set of features in a slim profile. Its built-in stand allows the user to tilt the display up to 30 degrees. To meet the needs of a variety of workspaces, Studio Display also offers a tilt- and height-adjustable stand option with a counterbalancing arm that makes the display feel weightless as it is adjusted. A VESA mount adapter option is also available, and supports landscape or portrait orientation for even more flexibility.
Immersive 27-inch 5K Retina Display
Studio Display features a 27-inch 5K Retina screen with over 14.7 million pixels. With 600 nits of brightness, P3 wide color, and support for over one billion colors, images come to life with spectacular detail. True Tone technology automatically adjusts the display’s color temperature as the environment changes for a more natural viewing experience. An industry-leading anti-reflective coating enables incredibly low reflectivity for better comfort and readability. And for workspaces with bright light sources, including sunlight, Studio Display offers an innovative nano-texture glass option. Nano-texture glass, first introduced on Pro Display XDR, scatters light to further minimize glare while delivering outstanding image quality.
Sensational Camera and Audio System
Featuring the A13 Bionic chip, Studio Display delivers amazing experiences with its highly advanced camera and audio system. The ultimate video conferencing display, it includes a 12MP Ultra Wide camera with Center Stage, a feature that automatically keeps users centered in the frame as they move around for even more engaging video calls.
Studio Display also includes a studio-quality, three-microphone array with an especially low noise floor for crystal-clear calls and voice recordings. It also features a high-fidelity six-speaker sound system, the best ever created for Mac, delivering an unbelievable listening experience. Four force-cancelling woofers minimize distortion and produce bold, articulate bass, and two high-performance tweeters create accurate mids and crisp highs. The speakers also support spatial audio for music and video with Dolby Atmos, creating a truly cinematic viewing experience. Altogether, Studio Display has the best combination of camera and audio ever in a desktop display.
Seamless Connectivity
Studio Display has three USB-C ports that deliver speeds up to 10Gb/s to connect high-speed peripherals, storage, and networking right into the display. A Thunderbolt port enables users to connect Studio Display and any connected peripherals to their Mac with a single cable. The same cable also delivers 96W of power to a Mac notebook, allowing Studio Display to even fast-charge a 14-inch MacBook Pro. And up to three Studio Displays can be connected to MacBook Pro, creating a powerful edit bay or animation workspace.
To complement the design of Studio Display, there’s a new silver-and-black color option for Magic Keyboard with Touch ID, Magic Trackpad, and Magic Mouse that customers can purchase separately.
The Ultimate Studio Setup
Mac Studio and Studio Display will provide creative pros the flexibility to build the studio of their dreams and take their creativity to new levels.
- Musicians and producers can work on the most complex compositions with hundreds of tracks, plug-ins, and virtual instruments, all played in real time.
- 3D artists can work with more extreme geometry, edit massive environments that were previously impossible to render, and run complex particle simulations in a fraction of the time.
- App developers can build new versions of code with incredible speed, and run more automated integration and testing than ever.
- Photographers can sort through thousands of images with speed and precision, composite massive images with hundreds of layers, and export final images for publish in a flash.
- Videographers can edit multi-camera projects and more streams of 8K video than ever before, add more color corrections to projects while maintaining fluid playback, and encode video for final delivery faster than ever.
Mac Studio, Studio Display, and the Environment
Mac Studio and Studio Display were designed to minimize their environmental impact. Mac Studio uses far less energy than competitors to deliver its extraordinary performance. For example, over the course of a year, Mac Studio will use up to 1,000 kilowatt-hours less energy than a high-end PC desktop.6 Both Mac Studio and Studio Display use 100 percent recycled rare earth elements in all magnets and recycled tin in the solder of the main logic board — as well as recycled aluminum and plastic in various components. Both products also meet Apple’s high standards for energy efficiency, are free of numerous harmful substances, and use wood fiber in the packaging that comes from recycled sources or responsibly managed forests.
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 component manufacturing, assembly, transport, customer use, charging, all the way through recycling and material recovery, will be 100 percent carbon neutral.
Pricing and Availability
- The new Mac Studio and Studio Display are available to order today on apple.com/ae/store and in the Apple Store app. They will begin arriving to customers, and will be in select Apple Store locations and Apple Authorized Resellers, beginning Friday, March 18.
- Mac Studio starts at AED 8,599, and AED 8082.9 for education. Additional configure-to-order options are available at apple.com/ae/store.
- Studio Display is AED 6,499, and AED 5,978.7 for education. Additional technical specifications, including nano-texture glass and a choice of stand options, are available at apple.com/ae/store.
- Magic Keyboard with Touch ID and Numeric Keypad AED 829, Magic Trackpad AED 619, and Magic Mouse AED 419 in the new silver-and-black color option are available at apple.com/ae/store.
