iPhone 5s is purposefully imagined. Meticulously considered. Precision crafted. It’s not just a product of what’s technologically possible. But what’s technologically useful. It’s not just what’s next. But what should be next.
Progress is a beautiful Thing-iSight Camera
All that adds up to 33 per cent greater light sensitivity. That’s significant, because more light gives you better, brighter images with even more accurate colours. And the new True Tone flash intelligently figures out exactly how much light your shot needs.
Captures Your Fingerprints
The very first iPhone introduced the world to the idea of touch as the most natural way to interact with a smartphone. Touch to hear a song. Touch to browse the web. Touch to take a picture. All of it began with something perfectly simple: your finger. And now we’ve taken touch to the next logical place with Touch ID, the fingerprint identity sensor. Your fingerprint is the perfect password. You always have it with you. And no one can ever guess what it is. But beyond that, it just made sense to us that your phone should recognise you. It should learn you, not require you to memorise and enter passwords in order to use it.
Improved Performance
The A7 chip is designed around 64-bit architecture — a first for any smartphone. The move to 64-bit has been years in the making. But we did it because we wanted to put desktop-class processing power in the palm of people’s hands. Just imagining what people will do with that made the decision to invest in it an easy one. The A7 chip gives iPhone 5s the power it needs for all the capabilities it now possesses. It’s up to 2x faster than the previous generation in both CPU and
graphics performance. It has an all-new image signal processor. And it supports OpenGL ES 3.0, enabling visual effects previously possible only on computers and gaming consoles. Yet with all these performance enhancements, A7 is still energy efficient.
Familiar But Further-iOS 7
iOS 7 is the manifestation of simplicity. The interface is purposely unobtrusive. Anything that doesn’t add value has been stripped away. So the focus is on what matters most: your content. Layers and translucency create depth and provide a sense of context and place. Animation and motion make everything more engaging. And the result is a better, smarter, more delightful experience overall. iOS 7 is just another way iPhone 5s is the culmination of forward thinking.
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