An Apple conference is the time for the Cupertino firm to announce new products, but also to update its marketing speech that sometimes challenges the laws of reality.The famous distortion field survived Steve Jobs and we were able to realize on several occasions during the presentation of the new iPhone XS and XR.

The best 6.5 inch iPhone of all time

Let's agree to start.The iPhone XS, XS Max and the iPhone XR are undoubtedly very good products, as was and is always, moreover, the iPhone X. How can I know?Because, honestly, the iPhone XS seems to differentiate itself so little from its predecessor that we know almost exactly what to expect.And suddenly, since we have to present new products, we could see Phil Schiller engaged in the game of "bullshit" marketing a little more than reason.

When the presentation of a new iPhone starts with a recall of characteristics of the iPhone X screen, only one of which has moved (HDR 60% more dynamic), we tell ourselves that it will be long.But there is a new model: the iPhone XS Max!And guess what?He is bigger!And it can display more information in landscape mode.You mean like the iPhone 6 in 2014, what?I am a bad language, I admit, because the display extended in Garageband I missed compared to the 6s plus.But we are not going to marvel in 2018 that a bone can manage several screen sizes, anyway ...

The fastest side ID for a year

We could marvel at ... facial recognition via Face ID for example.And we put a layer of it, as if we discovered technology, which Phil Schiller still tells us that it is faster on the iPhone XS.And it is not luxury, because it must be admitted that on an iPhone X, it is never as immediate as you would like.Faster… How?Of how much ?Usually Apple is fond of multipliers and percent.But there, it's just ... faster.Thanks to "faster" algorithms and a "faster" secure element too.This allows Apple to declare that Face ID is "the most secure facial recognition system of all time".

The superlatives are just beginning: the A12 Bionic chip is "the first chip 7 NM in all the industry".A ... half truth, let us say.Huawei presented the Kirin 980 at IFA 2018, but the first smartphone to integrate it, the Huawei Mate 20, will be available after the release of the iPhone XS and XS Max.And guess what SOC A12 Bionic is?Bingo!"The most powerful and intelligent chip ever integrated into a smartphone"

And we called it the haptic return!

Even in areas where Apple masters its subject, like the photo, Phil Schiller cannot help adding it, and being super excited to reveal the modification of "opening" (virtual) after a photo inPortrait mode.I must say that I was quite excited when I used this feature the first time on a Huawei Mate 9. Well, maybe the machine learning detecting the subject and the background has improved since.And it is true that Huawei's photo layer did not animal the opening change in real time, the small "Waouw" effect is successful.But from there to say that we have "never seen that on any camera"?Really ?

The machine is racing with the presentation of the iPhone XR.Who, truce of joke, is undoubtedly the most interesting iPhone presented at this conference.An iPhone X with some compromises, but attractive autonomy and colors that put a little fun in the design of Apple products after years of sidereal gray.And a price… which does not exceed 1,000 euros.Yes, we are surprised by that.

Apple prides itself on the "Liquid Retina Display", a "without edge" screen but not without notch, which succeeds in a prowess never seen on an LCD slab.Well, we will admit that this is indeed one of the most "borderless" LCD screens that we have seen recently.And the "chin" is less pronounced than on most clones of the iPhone X. But all the same, the borders are visible.Much more visible than on the iPhone X. and the "most advanced LCD screen of all smartphones" displays a resolution of 326 ppi, significantly lower than that of 8 Plus or X.

As rumors announced, this screen does not benefit from 3D Touch technology.But Apple invented something to replace it: the "haptic touch", which consists in touching, and feeling a haptic return.Apple has just reinvented the haptic return screen!

Made by Google

And rebelote in the photo.The iPhone XR ignores the telephoto lens, it is logical insofar as it replaces the iPhone 8. But not in the portrait mode, because what Apple engineers have achieved is "remarkable".By combining software and hardware, pixel focus and artificial intelligence of the A12 processor, the iPhone XR is able to create a segmentation ... Wait.It seems to me to have already seen this somewhere.The machine learning, the small explanatory animation with visualization of the subject in white on a black background ... right?Does it ring a bell ?I had to dream.

Again, I do not question the qualities, potentially promising, of what Apple announced on Wednesday.That these technologies are available on terminals that will be in the hands of millions of users, who will be able to take better photos than on their previous smartphone, it's very good!And the Apple Watch Series 4 is almost everything that the Watches of Watches under Wear Os have failed to do for three years.But for this second launch made since the Steve Jobs Theater, it seems that the distortion field of reality dear to the late co-founder of Apple has not left the scene.And somewhere, we have fun, and it is also this cheek that makes these Keynotes less boring.

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All about the Apple Special Event Return 2018