Apple event 2020: Tech giant unveils new products - but no iPhone

Company rolled out new smartwatches, iPads and subscription services to attract more customers

Powered by automated translation

Apple launched a host of new products, including smartwatches, iPads, and subscription services, during an online event at the company’s headquarters in Cupertino, California on Tuesday.

But the much-awaited iPhones were missing. That's not surprising given the disruptions to Apple's supply chain from the coronavirus pandemic.

It unveiled the Watch Series 6, which will run the latest operating system watchOS 7 with improved customisation tools and new health and fitness features. Prices start at Dh1,599.

The new smartwatch can measure users’ blood-oxygen levels in about 15 seconds and offers better parental control tools, sleep tracking and automatic hand-washing detection.

Apple said it was joining forces with researchers to conduct three health studies that include using Apple Watch to explore how blood-oxygen levels can be used in future health applications.

All data will be visible in the Health app, and the user will be able to track trends over time to see how their blood-oxygen level changes.

Apple says the watch can be fully charged in 90 minutes and has improved battery life.

It has collaborated with the government of Singapore on the health initiative LumiHealth, a personalised programme to encourage healthy activity and behaviour using Apple Watch.

In this still image provided by Apple from the keynote video of a special event at Apple Park in Cupertino, Calif., Apple's Chief Operating Officer Jeff Williams unveils Apple Watch Series 6 on Tuesday, Sept. 15, 2020. Apple is introducing the cheaper version of its smart watch in its latest attempt to broaden the appeal of its trend-setting products while more consumers are forced to scrimp during ongoing fallout from the pandemic. (Apple via AP)
Jeff Williams, Apple's chief operating officer, unveils Apple Watch Series 6. AP

This programme uses Apple Watch to encourage Singaporeans and residents to adopt healthy habits through personalised reminders, programmes, activity coaching and incentives.

For budget-conscious customers, the company also launched a lower-cost smartwatch Apple Watch SE, starting at Dh1,149.


It also introduced the eighth-generation iPad, featuring an A12 bionic chip that Apple says brings advanced machine learning and artificial intelligence.

Starting at Dh1,349, the iPad comes with a 26-centimetre display, advanced cameras and all-day battery life.


“The new iPad is an incredible value at a time when, more than ever, our customers need powerful and versatile ways to work, play, learn and connect with loved ones,” said Greg Joswiak, Apple’s senior vice president of worldwide marketing.

The A12 bionic chip delivers a 40 per cent faster processor and twice the graphics capability, Apple said.

“This makes the new iPad up to two times faster than the top-selling Windows laptop, up to three times faster than the top-selling Android tablet and up to six times faster than the top-selling Chromebook,” the company claimed.

In this still image provided by Apple from the keynote video of a special event at Apple Park in Cupertino, Calif., Laura Legros, Apple's vice president of hardware engineering, unveils the all-new iPad Air on Tuesday, Sept. 15, 2020. Apple took the wraps off a new discount watch in addition to a new high-end model, a next-generation iPad and a couple new subscription services during a virtual event held Tuesday while the company puts the finishing touches on its next line-up of iPhones, its most popular and profitable device. (Apple via AP)
Laura Legros, Apple's vice president of hardware engineering, unveils the all-new iPad Air. AP

Apple Watch Series 6, Apple Watch SE and iPad are available to order from the company’s site and in the Apple Store app.

Delivery of the products will start from Friday in the US and 28 other markets.

For premium customers, Apple also unveiled a new iPad Air that starts at Dh2,499.

It comes with 27.7cm screen, a new integrated touch ID sensor and the A14 bionic chip for a boost in performance.

This will be available starting next month, the company said.

Apple unveils new smartwatches and iPads

Apple unveils new smartwatches and iPads

For health enthusiasts, Apple launched Fitness+, the first fitness experience built for Apple Watch, arriving this year.

It incorporates metrics from Apple Watch for users to view on their iPhone, iPad or Apple TV.

Users can access studio-style workouts delivered by world-class trainers and underscored by music from renowned artists.

It also announced Apple One, the easiest way to get all of Apple’s subscription services in one simple plan, including Apple Music, Apple TV+, Apple Arcade, Apple News+, Apple Fitness+ and iCloud.

Apple was tight-lipped on the probable date for the launch of new iPhone 12 series.

But industry analysts expect the company to hold another online event in the last week of this month to unveil the phones.