Steve Jobs and iPhone 5 missing at big Apple event

THE HIGHLY anticipated first product launch at Apple with Tim Cook as chief executive was something of an anticlimax, with the consumer electronics maker failing to deliver the expected iPhone 5.

Apple-watchers had to content themselves with the upgraded version of the iPhone 4, announced at the California event.

The iPhone 4S is faster and more powerful than its predecessor, powered by a dual-core A5 chip. It has a better camera, with an 8 megapixel sensor, and high-definition video recording.

Once again, Irish users will have to wait for the new handset. Scheduled for launch in the US, UK, Australia, France and Germany on October 12th, it will go on sale in 22 other countries – including Ireland – before the end of the month.

One of the more impressive features is a new voice-integration feature called Siri. An intelligent assistant application allows users to send text messages or e-mails, make calls or notes, search the internet and get directions, by simply speaking to their phone.

Users can also ask the app questions, such as what the traffic is like, and the application can use information it has access to – such as location data – to come up with an answer.

Apple also promised that it had sorted out its issues with the iPhone 4’s external antenna, which had been linked to reception problems after the handset’s launch last year.

It was generally viewed more as an evolution of the popular iPhone device than a revolutionary product. The new handset will be able to work with both GSM and CDMA networks, making it suitable for use around the world.

It will also work with Apple’s new iCloud service, which automatically and wirelessly stores content.

“iPhone 4S plus iOS 5 plus iCloud is a breakthrough combination that makes the iPhone 4S the best iPhone ever,” said Apple’s senior vice-president of worldwide product marketing, Philip Schiller.

Apple has faced increasing competition from manufacturers offering handsets based on Google’s Android operating system in the past couple of years, including Samsung and HTC.

According to market research firm Gartner, Android’s share of the global smartphone market was 43.4 per cent in the second quarter of the year, while Apple had 18.2 per cent. And according to Apple’s own figures published at yesterday’s presentation, the iPhone now accounts for 5 per cent of the overall mobile phone market worldwide.

The product launch is the first since Steve Jobs stood down as chief executive and became chairman of the company.

Yesterday’s launch was more muted than in previous years, with Mr Cook showing little of the rhetorical style his predecessor employed. Apple fans who had expected a cameo appearance by the former chief executive were left disappointed.

Yesterday’s event also saw Apple unveil new apps for the iOS operating system, including one that will create and send cards, a new location-based “reminder” feature, and a “Find My Friends” location-sharing application.

The new version of the operating system will launch on October 12th, Apple said, and will include a new way to handle notifications that allows users to view and manage messages in one place without interruption. iOS 5 will also include an instant messaging system similar to Research in Motion’s Blackberry Messenger.

WHAT'S NEW

It will have a dual-core A5 processor and battery life of eight hours of 3G talktime

New camera with 8 megapixel still images and full 1080p HD resolution video recording. A new custom lens, a larger f/2.4 aperture and an advanced hybrid IR filter to produce sharper and brighter images

Siri, an intelligent assistant that helps you send text messages or e-mails, make calls or notes, search the internet and get directions, all through voice recognition. It also understands context, and uses data it has access to on your phone, such as location services, to answer questions

CDMA and GSM capabilities

Twice the download speed with HSDPA of up to 14.4 Mbps

iCloud: Apple's previously announced cloud services that work seamlessly with iPhone, iPad, iPod touch, Mac or PC to automatically and wirelessly store content, will launch on October 12th.