First glance at Apple’s new iPhone 5

The features, form and functions of unveiled super phone Apple has unveiled the iPhone 5, which is thinner and lighter than previous models with a bigger screen. It is made entirely of glass and aluminum. It will also come with the capability to connect to the faster 4G cellular networks known as LTE both in […]

The features, form and functions of unveiled super phone

Apple has unveiled the iPhone 5, which is thinner and lighter than previous models with a bigger screen.

It is made entirely of glass and aluminum.

It will also come with the capability to connect to the faster 4G cellular networks known as LTE both in the U.S., Canada and overseas – some competing phones have had this ability for a year and an half.

Apple marketing head Phil Schiller says the new phone is 7.6 millimetres thick and weighs 122 grams. It’s 18% thinner than the iPhone 4S and 20% lighter. It also has a bigger screen, measuring 4 inches diagonally.

The larger screen makes room for another row of icons.

Apple also says the iPhone 5 will have faster Wi-Fi, along with a faster processing chip.

One big change – the iPhone is getting a new connector to attach to computers and chargers. It had been using the same one from the iPod. Schiller says the old connector has “served us well for nearly a decade, but so much has changed.”

That means the new iPhone won’t be compatible with old accessories, though Schiller says accessory makers are already working to update their products. Apple will sell an adapter to work with older accessories.

Schiller adds the new phone will have a battery with eight hours of talk time and eight hours of Web browsing.

Sales of Apple’s previous generation iPhones are still strong, though the company lost the lead in smartphones to Samsung this year. Samsung Electronics Co. benefited from having its Galaxy S III out in the U.S. in June, while Apple was still selling an iPhone model it released last October.

The new iPhone will allow Apple to recapture attention and revenue.

The new phone will have an 8-megapixel camera, with special features to eliminate noise in images and perform better in low light. There’s also a feature that lets you stitch multiple images of a landscape for a panoramic view.

It has three microphones instead of two. They are located on the back, the front and the bottom. It also comes with a noise-cancelling earpiece for better sound.

Apple is also releasing a new version of its phone software, iOS 6. It will have a new mapping software, as Apple ditches the one from Google it had been using. The new software will have turn-by-turn voice navigation _ a feature Google had limited to Android versions of its mapping app.

Apple says the phone’s virtual assistant, Siri, will be giving the directions.

The new phone software promises enhancement to e-mail. You can deem certain people “VIPs” and flag e-mails from them so you can go back to them more easily.

Apple also demonstrated Passbook, a central place to keep your boarding passes, tickets and gift cards.

It’s improving Siri, which is supposed to get better at fielding questions about movies, restaurants and other things. Apple is partnering with OpenTable Inc. to make reservations, for instance.

The new software also has a better tie-in with Facebook. You can talk to Siri to post a status update, for instance.

And Facetime video calls will work over cellular networks for the first time. It had been limited to Wi-Fi connections.

The new phone will come in black and white.

Brands Articles

What you missed at the Ethnic Consumer Marketing Conference

Insights on multicultural marketing from Environics, Scotiabank and more

Quesada campaign serves up joyful conversations

Mexican restaurant chain encourages Canadians to enjoy the simple things in life

BMO joins The Amazing Race Canada’s sponsor roster

Canadian version of the popular reality show averaged 2.8 million viewers last summer

Saks opening first Off 5th outlets in Ontario next year

Ottawa, Niagara-on-the-Lake, Vaughan will be home to banner's first outlets in Canada

Best Buy opens its doors to other Canadian retailers

Plan provides consumers with larger product assortment in-store and online

Tim Hortons takes marketing stunt to new heights

Quick serve chain partners with well-known illusionist to prank customers for new ad

Why 1,500 marketers are flocking to Toronto on May 25

Canada's #1 marketing conference returns with some of the biggest names in marketing

Lessons from a season of live tweeting

Sport Chek shares what its learned during this year's hockey and basketball seasons

Macy’s unveils discount banner

First four test stores will open this fall in New York City and the surrounding area