This Dubai landmark is the star of the new Apple launch

Apple launch Sheikh Zayed Road

We might all bemoan the daily traffic along Sheikh Zayed road, but the highway became an unexpected star recently when technology giant Apple unveiled its new products.

Captured in a sweeping overhead shot, the road – and its inevitable traffic – was caught in crystal clear footage alongside the announcement that Apple TV is set to get a serious resolution upgrade to 4K.

Set to launch in UAE stores on 23rd September priced from AED 699, the new technology promises true-to-life-colours and crisper images, and users with downloaded content will see an automatic upgrade to the new, higher definition format.


Adding to the buzz, the technology company also announced two new iPhone upgrades.

In what could be Dubai’s costliest smartphone ever, the iPhone X, priced at AED 4,729 for the 256GB model, will feature an all-glass design with wireless charging capability, a Super Retina display and Face ID technology, which will allow users to unlock, authentic and pay for items.

iPhone 8 iPhone X

As if that wasn’t enough, we’ll be able to become the unicorn we’ve always wanted to be with the new ‘Animoji’ function, where users can transform themselves into an animated creature.

Apple Keynote iPhone

The company also announced the successor to the iPhone 7 with iPhone 8 and 8 Plus – and the good news is you won’t have long to wait as it’s set to drop in UAE stores from 23rd September. Expect big queues at the emirate’s two really cool Apple stores (there’s one in Mall of the Emirates and another in Dubai Mall, which also feature in Apple’s keynote announcement from the Steve Jobs Theatre).

Going back to its glass and aluminium design, the new handset is decked out with improved cameras with portrait lighting for those all-important selfies, as well as wireless charging capability and optimisation for Augmented Reality.



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