Apple introduces iPhone 12 Pro and iPhone 12 Pro Max with 5G

Rhea-AI Summary

Apple has unveiled the iPhone 12 Pro and iPhone 12 Pro Max, introducing advanced 5G capabilities and a range of innovative features. The new models include a Ceramic Shield front cover for improved durability, edge-to-edge Super Retina XDR displays, and the A14 Bionic chip for enhanced performance. The camera systems have been upgraded with ProRAW capabilities and improved low-light performance. Pre-orders start on October 16, with prices beginning at $999 for the iPhone 12 Pro and $1,099 for the Pro Max. These models will be available in multiple finishes and storage options.

Positive

• Introduction of 5G technology for improved speed and connectivity.
• A14 Bionic chip offers significant performance improvements over competitors.
• Enhanced camera features, including ProRAW and improved low-light performance.
• Ceramic Shield cover enhances durability, reducing the risk of damage.
• Wide range of finishes and storage options available to consumers.

Negative

• None.

CUPERTINO, Calif.--(BUSINESS WIRE)--Apple® today announced iPhone® 12 Pro and iPhone 12 Pro Max, introducing a powerful 5G experience and advanced technologies that push the boundaries of innovation for users who want the most out of iPhone. iPhone 12 Pro models feature a new design and edge-to-edge Super Retina® XDR displays, the largest ever on iPhone, protected by the all-new Ceramic Shield front cover, which provides the biggest jump in durability ever on iPhone. The Apple-designed A14 Bionic chip, the fastest chip in a smartphone, powers impressive computational photography features including the all-new Apple ProRAW™ for more creative control in photos, and enables the first end-to-end Dolby Vision video experience, up to 60 fps. The reimagined pro camera systems include an expansive Ultra Wide camera, a Telephoto camera with an even longer focal length on iPhone 12 Pro Max, and new Wide cameras to capture beautiful professional-quality images and video in bright and low-light environments. iPhone 12 Pro models also introduce a new LiDAR Scanner for immersive augmented reality (AR) experiences and MagSafe™, which offers high-powered wireless charging and an all-new ecosystem of accessories that easily attach to iPhone.

iPhone 12 Pro and iPhone 12 Pro Max will be available in four stainless steel finishes, including graphite, silver, gold, and pacific blue. Pre-orders for iPhone 12 Pro begin Friday, October 16, with availability beginning Friday, October 23. iPhone 12 Pro Max will be available for pre-order Friday, November 6, and in stores beginning Friday, November 13.

“This is a huge leap for iPhone, bringing the best 5G experience in the market and delivering our most advanced technologies to users who want the absolute most from their iPhone," said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing. “Each generation of iPhone has changed what we expect from a smartphone, and now with 5G, iPhone 12 Pro provides a new generation of performance. Our tight integration of hardware and software enables incredible computational photography features like the expansion of Night mode to more cameras, and introduces support for HDR video with Dolby Vision. A state-of-the-art LiDAR Scanner means users can experience AR like never before, and also offers benefits to the camera with faster autofocus in low light and the introduction of Night mode portraits. These experiences and so much more make this the best iPhone lineup ever.”

A Superior 5G Experience

iPhone 12 Pro and iPhone 12 Pro Max deliver an advanced 5G experience on a global scale, engineered with a seamless integration of world-class hardware and world-class software. 5G on iPhone boasts improved speeds for faster downloads and uploads, higher quality video streaming, more responsive gaming, real-time interactivity in apps, FaceTime® in high definition, and much more. Customers will also be able to enjoy a secure, fast connection, reducing the need to connect to public Wi-Fi hotspots.

Featuring the most 5G bands on any smartphone, iPhone 12 Pro models offer the broadest 5G coverage worldwide.¹ Models in the US support millimeter wave, the higher frequency version of 5G, allowing iPhone 12 Pro models to reach speeds up to 4Gbps, even in densely populated areas. iPhone 12 Pro models also feature Smart Data mode, which extends battery life by intelligently assessing 5G needs and balancing data usage, speed, and power in real time.

A14 Bionic: Powerful and Efficient

Generations ahead of the competition, A14 Bionic is the first chip in the smartphone industry built on 5-nanometer process. Faster and more efficient than ever, A14 Bionic has the fastest CPU and GPU by up to 50 percent compared to the fastest competing smartphone chips, enabling console-quality gaming experiences, powerful computational photography, and more, while delivering great battery life. Pushing the limits of machine learning (ML), A14 Bionic features a 16-core Neural Engine — for an 80 percent increase in performance — that is capable of completing 11 trillion operations per second, enabling improved performance on even the most intense ML models.

New Design and Innovative Display Technologies

Designed with premium materials, iPhone 12 Pro models boast a new, sophisticated flat-edge design that features a gorgeous surgical-grade stainless steel band paired with a precision-milled matte glass back, and introduces the incredibly durable Ceramic Shield. The Ceramic Shield front cover, tougher than any smartphone glass, goes beyond glass and is infused with nano-ceramic crystals to dramatically improve toughness and increase drop performance by 4x.²

With impressively larger, edge-to-edge displays with reduced borders in familiar sizes, the 6.1-inch iPhone 12 Pro and 6.7-inch iPhone 12 Pro Max³ feature a Super Retina XDR display with systemwide color management for industry-leading color accuracy. And iPhone 12 Pro Max offers the largest display ever on an iPhone and the highest resolution featuring nearly 3.5 million pixels for a remarkable, true-to-life viewing experience. These OLED displays bring HDR video content to life, reaching 1200 nits peak brightness.

iPhone 12 Pro models come with an industry-leading IP68 rating to withstand water submersion up to 6 meters for up to 30 minutes, and are protected against everyday spills, including coffee and soda.⁴

Versatile Pro Camera System

The world’s best pro camera is an even more versatile tool for all levels of photo and video enthusiasts with state-of-the-art camera hardware powered by A14 Bionic. Together with the new image signal processor (ISP), A14 Bionic drives increased image quality and enables powerful computational photography capabilities not possible with traditional cameras. iPhone 12 Pro models also feature the new Apple ProRAW, coming later this year,⁵ which combines Apple’s multiframe image processing and computational photography with the versatility of a RAW format. Users can experience full creative control over color, detail, and dynamic range natively on iPhone or with other professional photo editing apps.

iPhone 12 Pro features the new seven-element lens Wide camera with an ƒ/1.6 aperture, the fastest ever on an iPhone, for 27 percent improved low-light performance in photo and video; the Ultra Wide camera with a 120-degree field of view, perfect for capturing more scene in tight spots or epic landscapes; and a 52 mm focal length Telephoto camera, great for framing portraits, bringing the optical zoom range to 4x.

iPhone 12 Pro Max takes the pro camera experience even further. The new ƒ/1.6 aperture Wide camera boasts a 47 percent larger sensor with 1.7μm pixels for a massive 87 percent improvement in low-light conditions. It also includes the expansive Ultra Wide camera and a 65 mm focal length Telephoto camera for increased flexibility with closer shots and tighter crops. Combined, this system offers 5x optical zoom range.

Improvements to Night mode, now expanded to the TrueDepth® and Ultra Wide cameras, allow for an even brighter picture. And Night mode Time-Lapse delivers longer exposure times for sharper videos, better light trails, and smoother exposure in low-light scenarios when used with a tripod. Deep Fusion, now better and faster, comes to all cameras, and with the new Smart HDR 3, users can expect more true-to-life images, even in complex scenes.

iPhone 12 Pro models offer the highest quality video in a smartphone, and are the first cameras and only devices in the world to enable an end-to-end experience for HDR video with Dolby Vision up to 60 fps, and even better video stabilization for cinema-grade productions. Dolby Vision grading is processed live and sustained during editing, whether in the Photos app or iMovie®, and coming to Final Cut Pro® X later this year. Dolby Vision takes advantage of the Super Retina XDR display for amazing contrast during capture and video playback, and users can share their videos with support for AirPlay® up to 4K Dolby Vision to external devices.⁶

Realistic AR and Innovative Camera Experiences

An all-new LiDAR Scanner comes to the Pro line, offering the ability to measure light distance and use pixel depth information of a scene. This technology delivers faster, more realistic AR experiences and improves autofocus by 6x in low-light scenes for more accuracy and reduced capture time in photos and videos. This advanced hardware, combined with the power of the Neural Engine of A14 Bionic, also unlocks Night mode portraits, rendering a beautiful low-light bokeh effect.

Innovative New Accessories with MagSafe

MagSafe improves wireless charging for a better, more efficient experience and introduces an ecosystem of easy-to-attach accessories that beautifully complement iPhone 12 Pro models.⁷ MagSafe delivers a unique experience to iPhone, featuring an array of magnets around the wireless charging coil, optimized for alignment and efficiency, that perfectly connects to iPhone every time. MagSafe chargers efficiently provide up to 15W of power while still accommodating existing Qi-enabled devices. Charging solutions include the MagSafe Charger and MagSafe Duo Charger for use with iPhone and Apple Watch®, as well as new silicone, leather, and clear cases that easily snap onto the back of iPhone, and a leather wallet. Customers can also expect innovative MagSafe accessories from third-party manufacturers.

Featuring iOS 14

iOS 14 delivers a reimagined iPhone experience with new ways to customize the Home Screen. Beautifully redesigned widgets present timely information at a glance and can be pinned in different sizes on any Home Screen page. The App Library is a new space that automatically organizes all of a user’s apps into one simple, easy-to-navigate view. iOS 14 also brings new ways to discover and use apps with App Clips, powerful updates for staying connected in Messages, greener ways to explore cities with Maps, and enhanced privacy features for even more transparency and control.⁸

Committed to the Environment

Today, Apple is carbon neutral for global corporate operations, and by 2030, plans to have net zero climate impact across the entire business, which includes manufacturing supply chains and all product life cycles. This means that every Apple device sold, from material collection, component manufacturing, assembly, transport, customer use, charging, all the way through recycling and material recovery, will be 100 percent carbon neutral. iPhone 12 Pro models were designed with the environment in mind. For the first time, iPhone 12 Pro models will utilize 100 percent recycled rare earth elements in all magnets, including the new camera, Taptic Engine,® and MagSafe, as well as Apple’s MagSafe accessories. Apple is also removing the power adapter and EarPods® from iPhone packaging, further reducing carbon emissions and avoiding the mining and use of precious materials, which enables smaller and lighter packaging, and allows for 70 percent more boxes to be shipped on a pallet. Taken altogether, these changes will cut over 2 million metric tons of carbon emissions annually, equivalent to removing nearly 450,000 cars from the road per year.

Pricing and Availability

• iPhone 12 Pro and iPhone 12 Pro Max will be available in 128GB, 256GB, and 512GB models in graphite, silver, gold, and pacific blue starting at $999 and $1,099, respectively. Customers can also get iPhone 12 Pro for $29.12 a month or $699 with trade-in and iPhone 12 Pro Max for $30.37 a month or $729 with trade-in from apple.com, in the Apple Store® app, and at Apple Store locations.⁹ iPhone 12 Pro and iPhone 12 Pro Max are also available through Apple Authorized Resellers and select carriers (prices may vary).
• Customers in Australia, China, Germany, Japan, the UK, the US, and more than 30 other countries and regions will be able to pre-order iPhone 12 Pro beginning at 5 a.m. PDT on Friday, October 16, with availability beginning Friday, October 23, and pre-order for iPhone 12 Pro Max will begin at 5 a.m. PST on Friday, November 6, with availability beginning Friday, November 13.
• iPhone 12 Pro will be available in India, South Korea, and more than a dozen other countries beginning Friday, October 30.
• MagSafe Charger, Leather Wallet with MagSafe, and iPhone 12 Pro Silicone Case and Clear Case will be available beginning Friday, October 16. iPhone 12 Pro Leather Case will be available beginning Friday, November 6. MagSafe Duo Charger and Leather Sleeve will be available at a later date.
• Through Apple’s iPhone Upgrade Program, customers in the US can get iPhone 12 Pro and iPhone 12 Pro Max with the protection of AppleCare+, choose their carrier (no multiyear service contract required), and have the opportunity to upgrade to a new iPhone every year. The iPhone Upgrade Program is available for iPhone 12 Pro and iPhone 12 Pro Max at apple.com and Apple Store locations in the US with monthly payments starting at $49.91.
• Customers in the US choosing to pay with Apple Card™ Monthly Installments or joining or upgrading through the iPhone Upgrade Program can use the Apple Store app on their iPhone to get ready for iPhone 12 Pro pre-order until 9 p.m. PDT on Thursday, October 15. From Tuesday, November 3, customers can get ready for iPhone 12 Pro Max pre-order until 9 p.m. PST on Thursday, November 5.
• For a limited time, eligible customers who purchase a new iPhone, iPad®, iPod touch®, Apple TV®, or Mac® can enjoy one year of Apple TV+™ for free and three months of Apple Arcade℠ for free.¹⁰
• Apple One™ is the easiest way to get many Apple subscription services at a great value, so customers can choose the one plan that is right for them or their whole family. Customers can sign up for Apple One starting this fall.
• Customers are able to find the same great shopping and support services at apple.com and at Apple Store locations. Customers can get shopping help from Apple Specialists, choose monthly financing options, trade in eligible devices, and get Support services and no-contact delivery or Apple Store pickup options. Customers are encouraged to check apple.com/retail for more information on the health and safety measures in place, and the services available, at their local store.
• Customers in the US can trade in their eligible device for an Apple Gift Card or instant credit toward their new purchase. If the device is not eligible for credit, Apple will recycle it for free.
• Customers in the US get 3 percent Daily Cash™ back when they buy directly from Apple with Apple Card. And when they choose Apple Card Monthly Installments, they can pay over time, interest-free.¹¹
• Customers can extend their limited warranty with AppleCare+ and get accidental damage protection, or AppleCare+ with Theft and Loss, and get 24/7 priority access to technical support.
• Every customer who buys iPhone from Apple can enjoy a free Online Personal Session with an Apple Specialist, to help them explore and discover all the amazing things they can do with their new iPhone.

¹ Data plan is required. 5G, Gigabit LTE, VoLTE, and Wi-Fi calling are available in select markets and through select carriers. Speeds are based on theoretical throughput and vary based on site conditions and carrier. For details on 5G and LTE support, customers can contact their carrier or visit apple.com/iphone/cellular.

² Claim is based on iPhone 12 Pro Ceramic Shield front cover compared with the previous-generation iPhone.

³ The displays have rounded corners. When measured as a rectangle, the screen is 6.06 inches (iPhone 12 Pro) or 6.68 inches (iPhone 12 Pro Max) diagonally. Actual viewable area is less.

⁴ iPhone 12 Pro and iPhone 12 Pro Max are splash-, water-, and dust-resistant, and were tested under controlled laboratory conditions and have a rating of IP68 under IEC standard 60529 (maximum depth of 6 meters up to 30 minutes). Splash, water, and dust resistance are not permanent conditions and resistance may decrease as a result of normal wear. Do not attempt to charge a wet iPhone; refer to the user guide for cleaning and drying instructions. Liquid damage is not covered under warranty.

⁵ Apple ProRAW will be available in a future iOS 14 update for iPhone 12 Pro and iPhone 12 Pro Max.

⁶ 4K Dolby Vision playback requires Apple TV 4K or an AirPlay-enabled TV.

⁷ MagSafe accessories including chargers, cases, and wallets are sold separately.

⁸ Some features may not be available in all regions or all languages. For more information on iOS 14, visit apple.com/ios/ios-14.

⁹ Trade-in: iPhone 12 Pro and iPhone 12 Pro Max pricing based on trade-in of iPhone Xs and iPhone Xs Max in good condition, respectively. Trade-in values require purchase of a new iPhone, subject to availability and limits. Trade-in values will vary based on the condition, year, and configuration of the eligible trade-in device. Not all devices are eligible for credit. Customers must be at least 18 years old to be eligible to trade in for credit or for an Apple Gift Card. Trade-in value may be applied toward qualifying new device purchase, or added to an Apple Gift Card. Actual value awarded is based on receipt of a qualifying device matching the description provided when estimate was made. Sales tax may be assessed on the full value of a new device purchase. In-store trade-in requires presentation of a valid government-issued photo ID (local law may require saving this information). Offer may not be available in all stores, and may vary between in-store and online trade-in. Some stores may have additional requirements. Apple or its trade-in partners reserve the right to refuse or limit quantity of any trade-in transaction for any reason. More details are available from Apple’s trade-in partners for trade-in and recycling of eligible devices. Monthly pricing: Available to qualified customers and requires a 0 percent APR, 24-month installment loan with Citizens One or Apple Card Monthly Installments and iPhone activation with AT&T, T-Mobile, or Verizon for purchases at an Apple Store. Taxes and shipping are not included in monthly pricing. Additional Apple Card Monthly Installments terms are in the Customer Agreement. For additional iPhone Payments terms, visit apple.com/legal/sales-support/iphoneinstallments_us.

¹⁰ $4.99 per month each for Apple TV+ and Apple Arcade after free trial. Special offers are good for three months after the first activation of the eligible device. Apple Arcade offer begins October 22. One Apple TV+ offer and one Apple Arcade offer per Family Sharing group. Plans automatically renew until cancelled. Other restrictions and terms apply; visit apple.com/promo for more information.

¹¹ Apple Card Monthly Installments is available for certain Apple products and is subject to credit approval and credit limit. For more information on available products, see a Specialist for more details. iPhone activation is required on iPhone purchases made at an Apple Store with one of these national carriers: AT&T, T-Mobile, or Verizon. Variable APRs for Apple Card other than Apple Card Monthly Installments range from 10.99 percent to 21.99 percent based on creditworthiness. Rates as of April 1, 2020. Taxes and shipping are not included in Apple Card Monthly Installments and are subject to the standard purchase APR. See the Apple Card Customer Agreement for more information. To access and use all the features of Apple Card, customers must add Apple Card to Wallet on an iPhone with iOS 12.4 or later. To manage Apple Card Monthly Installments, customers need an iPhone with iOS 13.2 or later or an iPad with iPadOS® 13.2 or later. Update to the latest version of iOS or iPadOS by choosing Settings > General > Software Update. Tap Download, then Install. Available for qualifying applicants in the United States. Issued by Goldman Sachs Bank USA, Salt Lake City Branch.

Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, Apple Watch, and Apple TV. Apple’s five software platforms — iOS, iPadOS, macOS, watchOS, and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, and iCloud. Apple’s more than 100,000 employees are dedicated to making the best products on earth, and to leaving the world better than we found it.

NOTE TO EDITORS: For additional information visit Apple Newsroom (www.apple.com/newsroom), or call Apple’s Media Helpline at (408) 974-2042.

© 2020 Apple Inc. All rights reserved. Apple, the Apple logo, iPhone, Super Retina, Apple ProRAW, MagSafe, FaceTime, TrueDepth, iMovie, Final Cut Pro, AirPlay, Apple Watch, Taptic Engine, EarPods, Apple Store, Apple Card, iPad, iPod touch, Apple TV, Mac, Apple TV+, Apple Arcade, Apple One, Daily Cash, and iPadOS are trademarks of Apple. Other company and product names may be trademarks of their respective owners.