Despite leaks and a hiccup during a demo of its new Face ID unlocking feature, analysts say this years launch puts Apple in an extraordinarily strong position
This year’s iPhone launch event hit a rocky patch when Apple executive Craig Federighi went to demonstrate the iPhone X’s facial recognition technology, Face ID, which replaces the fingerprint scanner as a security mechanism.
” Unlocking it is as easy as looking at it and swiping up …” he said, awaiting an agonising few seconds while the device refused to unlock. He tried a second hour- again , nothing- before switching to a back-up phone.
The technological hitch, which came after the 10 th anniversary edition of the iPhone had been revealed with huge fanfare, caused a temporary accident in Apple’s market value. The stock soon rallied, however, as analysts described this year’s launch event as putting Apple in an” inordinately strong” position.
Held for the first time in a 1,000 -seat auditorium in the company’s newly-built” space ship” campus, Apple Park, the annual product showcase unveiled three new iPhones, the high-end iPhone X, iPhone 8 and iPhone 8 Plus, as well as an upgraded Apple Watch and 4K Apple TV.
Before the product announcements, there was a lengthy section of the keynote dedicated to Apple’s retail strategy, in which the company’s head of retail Angela Ahrendts said the company no longer refers to its stores as “stores” but” township squares “. This, she said, was because they host so many events and training sessions that they have become “gathering places”.
Good luck trying to hold a protest or barbecue in these corporate” township squares “.
The iPhone X was introduced to the audience by CEO Tim Cook employing the “one more thing” format that former CEO Steve Jobs are applied to astonish and delight people during his keynotes. Unfortunately for Cook, very little in the proclamation was surprising thanks to major leaks in the preceding days.
” If there hadn’t been all the leaks there would have been a lot of big amazes and people would have come away blown away. The leaks took the edge off the announcements, but we’ve still insured a very strong situated of products that re-establish Apple’s lead in a lot of categories ,” said Apple analyst Jan Dawson.
The iPhone X comes with some striking features, including the an edge-to-edge screen , no home screen button( because the screen now spans the entire front of the device ), and the infrared-powered facial recognition system that Apple says is 20 times more secure than Touch ID( when it’s working ). Face ID is not just used for unlocking the phone, but also constructing pays and logging into banking apps.
” The iPhone is locked until you look at it and it distinguishes you ,” said senior vice-president of worldwide marketing Phil Schiller, adding that it recognizes your face even if you change your haircut or are wearing glass or a hat.
Face ID runs by capturing a 3D scan of a person’s face. Once the user has enrolled their face, they can unlock the phone only by glancing at it. There are other devices that use facial recognition to unlock, including Samsung’s flagship phone the Galaxy S8. However without a 3D scan, they can be easily spoofed by showing the device a photo of its owner.
Even with 3D image capture, some facial recognition systems can be fooled with an accurate model or mask of someone’s face. Apple said it worked with professional mask-makers and make-up artists in Hollywood to generate replicas of people’s faces so they could train Face ID to recognise spoofing attempts.
Face ID also allows for some lighthearted features, including a new type of animated emoji, called Animoji, which can be controlled using a person’s own facial expressions. Finally iPhone users can puppeteer the poop emoji.
” Apple’s move into facial recognition is going to move public awareness of facial recognition forward in a huge route ,” said Brian Brackeen, a former Apple project manager who now runs facial recognition company Kairos.
He added that Apple also bought an emotion-tracking company called Emotient last year, so in the future the company might incorporate that into its offering.
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