Why Apple is the new NASA

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Apple Watch swimming app
Apple analyzed the performance of 700 swimmers to develop new Workout app routines.
Photo: Apple

Thirty minutes into Apple’s special event last week, one tidbit of information blew my mind.

Onstage, Apple Chief Operating Officer Jeff Williams was talking about the Workout app on the new “swim-proof” Apple Watch Series 2 and the effort the company put into advancing the software that makes the fitness device tick. The amount of research deployed, all in the pursuit of updating a segment of an app many Apple Watch wearers will never use, offers a peek into the enormous resources that Apple R&D commands.

It paints Apple, with its enduring emphasis on developing new materials, manufacturing processes and sophisticated software, as a scientific force to be reckoned with — a new NASA for the 21st century.

iPhone 7 camera gets ‘Shot on iPhone’ photogs drooling

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This photo by Flavio Sarescia was part of the original
This photo by Flavio Sarescia was part of the original "Shot on iPhone 6" campaign. Sarescia and others from the campaign eagerly upgraded to the iPhone 7 Plus.
Photo: Flavio Sarescia/Apple

Their photography on the iPhone 6 and 6s was celebrated by Apple with glossy magazine ads, billboards and banners that stretched down skyscrapers.

But the photographers whose work fueled the “Shot on iPhone 6” marketing campaign are trading in the old technology for the shiny new iPhone 7, in most cases the dual-lens 7 Plus.

iPhone 7 Home button may not be love at first feel

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The iPhone 7 could be in your hand soon. But tech journalists say you might not be convinced to upgrade.
The iPhone 7 could be in your hand soon. But tech journalists say you might not be convinced to upgrade.
Photo: SlashGear

Tech journalists who got their hands on an iPhone 7 Wednesday sometimes felt uneasy with what they were touching.

The most off-putting feature seemed to be the Home button. The once satisfying click of the button has a new sensation thanks to a Taptic Engine. The response to its touch ranged from “awful” to “weird” to the more delicate “it will take some getting used to.”

Roundup: Some of the first iPhone 7 cases out of the gate

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iPhone cases
No matter your style, there's an iPhone 7 case here for everyone.
Photo: Dog and Bone

You can upgrade to the iPhone 7 or stand fast with your 6s. So if you decide to buy up, we did some window shopping on iPhone 7 cases to give you a head start.

Retailers will soon flood the market with case designs, so if there is something you don’t like below, you will find a case that suits you in the weeks ahead.

Twitter gives Apple an earful over removing earphone jack

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Airpods
AirPods and Siri are a match made in heaven.
Photo: Apple

It didn’t take long before #jackoff was trending.

Soon after Apple announced the new iPhone 7 would be sans earphone jack, Twitter gave Tim Cook and company an earful. Despite months of speculation that Apple would move towards wireless audio, fans registered their anger on social media as if Apple had caught them by surprise.