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Apple has remained relatively immune to the broader slowdown in the smartphone market, even as companies such as Samsung and HTC have struggled. But there's a growing sense of phone fatigue, an inability to excite consumers with a sharper display or more powerful camera. Apple did its best to keep up the excitement for the iPhone 6S, which offers few design changes, laying on the platitudes and insisting that despite its familiar look, the new iPhone 6S is wholly different on the inside. "The iPhones you're about to see are the most advanced iPhones ever," Cook said. "In fact, they're the most advanced smartphones in the world."One thing remains unchanged: The iPhone 6S will start at $199, and the 6S Plus at $299, with a two-year contract.

Beyond 3D Touch, Apple bumped up to a 12-megapixel camera iphone case light and said it worked hard to improve image quality and color, The iPhone 6S will be able to shoot 4K video, a much higher-resolution feed that only works on compatible 4K televisions, A new "Live Photos" feature will capture the moments just before and after a picture is taken, so you can watch a short video version of any photo, The bells and whistles on the new iPhone 6S may not blow people away, but the phones should sell well enough to provide cover for burgeoning businesses like the new Apple TV and the Apple Watch, There was no new version of the smartwatch, just a software update and word that 10,000 apps are now available..

During a live keynote in San Francisco, Apple unveiled its pair of marquee handsets, the iPhone 6S and iPhone 6S Plus. They are available for pre-order on September 12 and will roll out in stores September 25. The new iPhones come in silver, gold, space gray and the new "rose gold" (aka pink). Apple says the phones' displays are covered by a brand-new type of glass, the strongest in the industry. The phones also have haptic feedback -- subtle, specific vibrations -- enabled via a new spring-loaded mechanism.

The phones feature Apple's latest M9 motion co-processor, built directly iphone case light into the chip, Faster third-gen, 64-bit A9 processors run the show, Apple says the new A9 chip is 70 percent faster than the A8 at CPU tasks, making it as powerful as a desktop's processor, It's also 90 percent faster in delivering graphic tasks, having as much GPU power as a game console, Apple claims, The phones have enough power to support 3D-intensive games such as the new Warhammer 40K Freeblade, which was demoed at the event..

On the back, the phones come with an all-new 12-megapixel iSight camera, packing 50 percent more pixels than those on the iPhone 6 and 6 Plus. On the front, its FaceTime camera now has 5 megapixels. The phones have a new custom display chip that makes the displays three times brighter. It can also be used as a TrueTone flash using the phones' Retina screen to support the FaceTime camera. They also have the new second-generation TouchID sensor, which is significantly faster than the earlier version. You won't need to rest your finger on it for nearly as long.

Moving from Android? You can easily find iOS apps based on the apps you're accustomed to on your old phone, The new phones support faster 4G LTE cellular speeds, now up to 300Mbps (depending on your carrier, of course), The iPhone 6S and 6S Plus come with a variety of accessories, And cases in many colors, To sum up, the new phones have the following new features: 3D Touch, 7000-series aluminum casing, the strongest-ever cover glass, a 64-bit A9 chip with M9 motion co-processor, second-gen Touch ID, faster 4G LTE and Wi-Fi, 12-megapixel iSight camera, 4K video iphone case light support, a 5-megapixel FaceTime HD camera with Retina Flash and Live Photos..

"What we have to show you today is really awesome," CEO Tim Cook said during Apple's presentation at the Bill Graham Auditorium in downtown San Francisco. "While they may look familiar, we have changed everything about these new iPhones."This year's iPhone is Apple's off "S" year. That means Apple keeps the basic design of the device the same but adds other features to attract buyers, like the Siri digital voice assistant in the iPhone 4S and the TouchID fingerprint reader in the iPhone 5S. The iPhone has become more vital than ever to the company's financial results following the introduction of Apple's bigger-screen smartphones a year ago. It has made up more than two-thirds of sales in the past several quarters since Apple released the iPhone 6 and iPhone 6 Plus in September 2014. Typically, the iPhone accounts for closer to 50 percent of Apple's revenue. That means keeping customers interested in the iPhone is critical for Apple to remain a major tech leader.

A marquee feature for this year's iPhone 6S was expected to be the Force Touch technology used in the Apple Watch, a pressure-sensitive display that responds to various types of touches, The company instead unveiled 3D Touch, a feature that appears to have the same capabilities, For instance, it will enable a user to peek in an email by pressing down on the subject head, In another notable change, Siri can be activated via voice for the first time, using the command "Hey Siri." That will allow users to ask the digital assistant to play music or make a phone call, even while they are washing dishes or preparing a iphone case light meal, In older models, Siri can only be activated by pressing the phone's home button, The new feature helps Apple catch up to other voice-activated devices such as the Amazon Echo speaker and many Android phones..

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