Video is over. Schiller's back up
"This is unlike any experience we've ever seen in a smartphone."
game controllers already use some advanced haptics like this. more subtle, a little more variety and immediate feedback.
"I'd like to give your very first live demonstration of 3D Touch in action."
Craig Federighi, senior vice president of software engineering, takes the stage to give the demo
"Let's take a look now. We're going to start with someone we do everyday, Mail."
"3D Touch" emphasizes that it senses depth of touch a bit more. But, honestly, does this mean Force Touch will be renamed?
"Now I can just apply a little bit of pressure, to dive into a message, take a quick look, let go, and I'm right back where I started."
"Sometimes I want to go deeper so I press deeper."
Joke about email from Dan Riccio about "check out my new Apple ride."
Nice to see Hair Force One on stage at last
haha. Lots of rumors about an Apple Car. This message shows a unicycle. haha
"Of course 3D Touch is integrated throughout the system in all the apps you use most."
"Now I can just peek at that time to see what's going on in my calendar. Can peek on flight number to get details about the incoming flight time."
I wonder if anyone on stage will accidentally say Force Touch instead of 3D
"What's really great about 3D Touch is it lets us take action on apps without having to open them."
"Maybe I want to listen to music like from Beats One. I can do that right here."
"Sometimes you want to take that emergency selfie and get right to the selfie camera. Now you can. If you want to preview to make sure you got the right shot, you can just peek in."
First peek at new selfie cam, btw. Does it seem better? hard to tell from this demo at the moment
"Can drop a pin to find my car. On location on the map, I can peek in to get more information."
"More direct and natrual than ever before."
3D Touch will also allow cross-app navigation. Force on edge and apps will appear to swipe through. Basically does away with needing Home button. (hmmm....)
"On Facebook, I can update my status or check in right from my home screen."
"Instagram, they've really gone to town. I can jump right in to my activity feed."
Once screen can somehow sense fingerprints, maybe Home button vanishes forever.
"If there's a person I follow, and I want to see all of their photos, I can dive in and take a look at all of their images."
"They even made it play videos automatically."
3D Touch makes dog dancing better
"No matter what you like to do with your phone, 3D Touch makes it better than ever. I think you're going to love it."
"Inside your iPhone is the fastest chip we've ever built in a phone. A9. Third generational 64-bit chip. New transistor architecture to make it faster and more energy efficient."
A9 chip: "new transistor architecture" more energy efficient (better battery?) 70% faster at CPU, 90% faster at graphics (over A8)
"It delivers a big jump in performance. 70% faster than A8 at CPU tasks. GPU tasks, 90% faster."
(CPU is the brains of the device, GPU is the graphics)