‘The price of the iPad Pro will be a barrier for many’ – breaking down the latest #AppleEvent

Apple has revealed the iPad Pro, iPhone 6S and 6S Plus at its latest #AppleEvent keynote, and it’s also bringing apps to Apple TV, but what does this mean for the tech channel?

iPad Pro

First up, the most relevant announcement to our industry, the 4:3, 12.9-inch 2,732×2,048 iPad Pro is a premium version of Apple’s popular tablet computer – and it also comes with a premium price.

Available from November, the iPad Pro will cost $799 for a 32GB WiFi version, $949 for the 128GB WiFi model and $1,079 for a 128GB WiFi and cellular variant.

It will target businesses and prosumers, and boasts a Smart Keyboard, $99 Apple Pen stylus (despite Steve Jobs previously scoffing at the idea of launching a stylus), iOS 9 and improved processor power over previous iPads.

UK pricing has not yet been revealed, but that hasn’t stopped analysts speculating that the price may be a hurdle for some.

Geoff Blaber, VP Americas at CCS Insight, said:“The iPad Pro should invigorate its iPad line and provides a clear option for enterprise when coupled with keyboard accessories and a growing focus on enterprise apps. Nonetheless, a premium priced iPad Pro is unlikely to dramatically impact volumes in a saturated tablet market characterized by long replacement rates.

"The price of the iPad Pro will be a barrier for many, but the combination of enterprise partnerships and creative apps plus new accessories will extend the opportunity for Apple in business."

Check out more details on the iPad Pro product page.

iPhone 6S and 6S Plus

With a new iPhone reveal comes a drop in price of previous handsets.

UK mobile operator O2 has revealed the recycle values of various iPhone handsets (see below, thanks to The Telegraph), meaning retailers will no doubt be updating their trade-in and repair prices, while preparing to understand how to repair the new 6S: 

  • Apple iPhone 6 16GB: £280
  • Apple iPhone 6 64GB: £315
  • Apple iPhone 6 128GB: £330
  • Apple iPhone 6 Plus 16GB: £310
  • Apple iPhone 6 Plus 64GB: £350
  • Apple iPhone 6 Plus 128GB: £370
  • Apple iPhone 5S 16GB: £160
  • Apple iPhone 5S 64GB: £185

In terms of features, the new iPhone has a Taptic Engine, letting users press on the display with a different pressure to do different things, as well as 12MP pictures, 4K videos, a new 64-bit A9 processor with up to 70 per cent faster CPU performance, as well as new silicone cases.

There will be a 4.7-inch normal version (from £539) and a 5.5-inch Plus version (from £619) available. 

Blaber added: "The iPhone 6s and 6s Plus are incremental improvements, but Apple has proven many times over that iteration wins when underpinned by the Apple brand and ecosystem.

"iPhone 6S and S Plus will be an immediate hit for upgrading consumers further consolidating Apple’s dominance of smartphone profits. 

"3D Touch is innovative addition delivering enhanced user experience that differentiates iPhone from the homogenous smartphone category. 

“Apple still has headroom for growth – both through new users and replacement within its existing customer base. However, meeting investor expectations and year-on-year comparisons with a stellar iPhone 6 performance is likely to prove a challenge."

More details here.

Apple TV

Apple also took the time to tell everyone how apps are the future of TV.

"TV is a major part of our lives. We gather together around our big screens to watch big shows and big events. Yet somehow, the overall experience of TV has continued to stagnate. Until now," Apple said in a statement.

"It all starts by recognising that apps are the future of television. Apps are quickly becoming how we watch today. So we built a new foundation around this vision – with a new operating system called tvOS, innovative ways to connect with your screen, and a smart use of Siri to search for something to watch. This is the new Apple TV. This is where television is headed."

Apple added: "Apps are the future of television. Think about it. On your mobile devices and computers, you already use apps to access all sorts of entertainment. And that’s exactly where TV in the living room is heading too.

"Apps allow you to make individual choices about what you want to watch. And when and where you want to watch it. With the new Apple TV and its powerful new tvOS, developers are creating experiences that will change what you expect from your big screen, making your TV feel as personal as your iPhone or iPad."

There will be a raft of entertainment apps to download on Apple TV, compatible with the iPhone and iPad, while a new user interface is controlled by a Bluetooth remote that has Siri voice search.

Users can search across such apps as Hulu, Netflix, iTunes and more to browse films and TV shows. 

The Apple TV will be available in a 32GB version at $149 and a 64GB version at $199 in late October. 

You can see a comparison of the new and old Apple TVs here.

Apple Watch

Apple revealed a new Hermes strap and AirStrip fitness app.

Danielle Levitas, head of research and insight at App Annie, said: "AirStrip is a big deal. It demonstrates wearables impact in healthcare – moving well beyond fitness and wellness apps. Currently the top developed category for the Watch is Games with over 1,400 apps. Health and Fitness is number four, I anticipate this advancement will be a big incentive for developers within this category to develop real healthcare apps.”

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