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Apple releases new iPad, FaceID ads

Apple has released a handful of new ads promoting the iPad’s portability and convenience over both laptops and traditional paper solutions. The 15-second ads focus on how the iPad can make even the most tedious things — travel, notes, paperwork, and ‘stuff’ — just a bit easier.

Three out of the four spots show the sixth-generation iPad, which was revealed at Apple’s education event in March, and which offers a lower-cost ($329 in the U.S.) option with Pencil support.

The ads were released on Apple’s international YouTube channels (UAE, Singapore, and United Kingdom).

This follows another 90-second ad released yesterday, focusing on FaceID. The commercial shows a man in a gameshow-type setting asked to remember the banking password he created earlier that morning. He struggles for an excruciating amount of time before realizing he can access the banking app via FaceID.

There has been some speculation that FaceID may be incorporated into some upcoming models of the iPad, though we’ll have to wait until Apple’s next event (likely in September) to find out for sure.

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With iOS 12, Apple focuses on performance

Apple’s Craig Federighi announced that Apple was doubling down on performance with the upcoming release of iOS 12 at the WWDC event in San Jose, CA today. What’s more, he said, the company would be making these changes to the full range of iOS devices going back to 2013. “And so for iOS 12, we are doubling down on performance from top to bottom making improvements to make.your device faster and more responsive. And because we want these changes to be available the full range of our customers, iOS 12 will be available on all the same devices as iOS 11,” Federighi told the WWDC audience. Perhaps because customers were unhappy to learn about the battery issues with older iOS devices Federighi stressed that Apple has focussed these performance increases on older devices, giving people with older iPhones, the maximum lift. Using the iPhone 6 as an example, he gave some figures about performance increase, stressing that it was still early days. (As an iPhone 6 user, I was listening carefully.) “Now on that device, iOS delivers a number of improvements. Across common operations you’ll see that apps launch up to 40% faster, the keyboard can come up to 50% faster and you can slide to take a photo at up to 70% faster,” he said. But he said, the biggest focus, and one all iPhone users can appreciate, is that they are working to optimize performance when it’s under load. As Federighi said that’s when you need performance the most and where iOS 12 really shines. “We put iOS 12 through our stress tests and we saw in those conditions share sheet coming up twice as fast, and apps launching twice as fast. These are big, big improvements,” he stressed. Lastly, Apple also optimized iOS 12 at the chip level working with the chip team to optimize performance, while taking battery life into account. If you keep the power pedal to the medal for too long, you suck battery, but Apple is trying to find that perfect balance of power and battery life in iOS 12. “CPUs traditionally respond to an increased demand for performance by slowly ramping up their clock speed. Well, now in iOS 12, we’re much smarter. When we detect that you need a performance lift when you’re scrolling and launching an app, we ramped up processor performance instantly to its highest state delivering high performance and a ramp it down just as fast to preserve battery life,” he said. All of this will be available when iOS 12 is released later this year.

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