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What a neural engine is.

What a neural engine is.

A neural engine is hardware that’s purpose-built for machine learning, a type of artificial intelligence that enables computers to learn from observation. It’s capable of incredibly fast computations needed by neural networks while also being incredibly efficient.

What a neural engine does.

The neural engine in the A11 Bionic chip is a dual-core design that recognizes people, places, and objects. It tears through machine learning tasks at up to 600 billion operations per second and is the driving force behind innovative new features like Face ID and Animoji.

Engineered for efficiency.

A11 Bionic manages its enormous power intelligently by directing tasks between the performance and efficiency cores. So the things you do most often — like texting and browsing the web — happen quickly while using less energy. Add a custom battery design and what do you get? iPhone X lasts up to two hours longer between charges than iPhone 7.

Augmented reality. Augmented.

With the A11 Bionic chip, AR games and apps reach a new level of fluidity and realism.

Iphone is Low monthly payments

Get a new iPhone every year.

You’re eligible to upgrade to a new iPhone once you’ve made 12 payments. Just trade in your current iPhone and start a new plan.² It’s that easy. 

Works with your carrier.

You’re buying directly from Apple. Which means no more financing your iPhone through your carrier or committing to a multiyear service contract. Your new iPhone will work with your carrier, so you won’t have to make any changes to your rate plan. And if you ever decide to switch carriers after you activate your iPhone with AT&T, Sprint, T-Mobile, or Verizon, you can easily do that, too.

Low monthly payments.

You don’t have to pay for your new iPhone all at once. You can simply pay over time. The full cost of your phone and AppleCare+ coverage is spread out over 24 months with 0% interest. And you can upgrade once you’ve made 12 payments.

64GB

256GB

iPhone X

$49.91 per month

$56.16 per month

iPhone 8 Plus

$39.50 per month

$45.75 per month

iPhone 8

$34.50 per month

$40.75 per month

A giant step for iPhone. A monumental leap for iPad.

A giant step for iPhone.
A monumental leap for iPad.

iOS 11 sets a new standard for what is already the world’s most advanced mobile operating system. It makes iPhone better than before. It makes iPad more capable than ever. And now it opens up both to amazing possibilities for augmented reality in games and apps. With iOS 11, iPhone and iPad are the most powerful, personal, and intelligent devices they’ve ever been.

iPad.
Turned up to 11.

iPad has always been a powerful way to work, play, and learn. And iOS 11 brings it to life like never before. New features and capabilities let you get more done more quickly and easily, making your iPad experience even more powerful and personal. Do with it what you will. Because now you can.

Files.
Wherever they are, they’re here.

The new Files app brings all your files together. You can easily browse, search, and organize all your files in one place. And there’s a dedicated place for your recent files. Those on your iPad as well as in apps, on your other iOS devices, in iCloud Drive, and across other services like Box and Dropbox

Improve Wheelchair Mode & Privacy

Improve Wheelchair Mode sends wheelchair workout and activity information from iPhone and Apple Watch to Apple in order to help Apple improve and understand the effectiveness of health and fitness features on Apple devices.  Your data will not be used for any other purpose, and does not include personally identifiable information.  This information includes wheelchair workout and activity data (such as roll hours, number of pushes, exercise minutes, and move ring completion percentage).

By enabling Improve Wheelchair Mode, you agree and consent to Apple’s and its subsidiaries’ and agents’ transmission, collection, maintenance, processing, and use of this information as described above.

iOS device analytics, iCloud analytics and App analytics

Apple would like your help improving the quality and performance of its products and services. With your consent, there are three types of analytics Apple may collect:  iOS device analytics, iCloud analytics and App analytics.  Your iOS device can automatically collect analytics information about your iOS device and any paired Apple Watch and send it to Apple for analysis, but only with your explicit consent.  We would also like your help to improve our products and services by using, in a privacy preserving manner, data from your iCloud account. You can also assist Apple's partners and developers by providing aggregated information about applications and services you use by turning on App analytics.

iOS Device Analytics

iPhone Analytics may include details about hardware and operating system specifications, performance statistics, and data about how you use your devices and applications. None of the collected information identifies you personally. Personal data is either not logged at all, is subject to privacy preserving techniques such as differential privacy, or is removed from any reports before they’re sent to Apple. You can review this information by going to Settings on your iOS device, tapping Privacy, tapping Analytics and looking under Analytics Data.

If you have consented to provide Apple with this information, and you have Location Services turned on, the location of your devices may also be sent to help Apple analyze performance issues (for example, the strength or weakness of a mobile signal in a particular location). This analytics location data may include locations such as the location of your devices once per day, the location where a call ends or the location of a failed in-store transaction. You may choose to turn off Location Services for Analytics at any time. To do so, open Settings, tap Privacy, tap Location Services, tap System Services and turn off the iPhone Analytics switch.

You may also choose to turn off iPhone Analytics altogether. To do so, open Settings, tap Privacy, tap Analytics, and set “Share iPhone Analytics” to off. If you have an Apple Watch paired with your iPhone, then set “Share iPhone & Watch Analytics” to off.

iCloud Analytics

Analysis of data from your iCloud account is undertaken only after the data has undergone privacy preserving techniques such as differential privacy.  Analysis of such data will allow Apple to improve intelligent features and services such as Siri and other similar or related services.

You may choose to turn off iCloud Analytics at any time. To do so, you can open Settings, tap Privacy, tap Analytics and set “Share iCloud Analytics” to off.

App Analytics

To help Apple’s partners and third-party developers improve their apps, products and services designed for use with Apple products, Apple may provide such partners or developers with a subset of analytics information that is relevant to that partner’s or developer’s app, product or service, as well as statistics about how you use that partner’s or developer’s app, as long as the analytics information and statistics are aggregated or in a form that does not personally identify you.

You may choose not to share crash data and statistics about how you use apps with third-party app developers. To do so, open Settings on your iOS device, tap Privacy, tap Analytics, and turn off Share With App Developers. If Analytics is set to Don’t Send, sharing crash data and statistics about how you use their apps with third-party app developers is automatically turned off.

By using these features, you agree and consent to Apple’s and its subsidiaries’ and agents’ transmission, collection, maintenance, processing and use of this information as described above

Siri analyzes how you use your device to provide personalized suggestions and better search IOS 11

Siri analyzes how you use your device to provide personalized suggestions and better search

Siri learns how you use your devices in order to personalize your experience. Using information stored on your device, such as your Safari browsing history, emails, messages, and contacts, as well as information contributed by other installed apps, Siri can provide suggestions in searches, Look Up, News, Photos Memories, and more. You can see the full list of features that Siri personalizes in the Siri section of Settings.

Personalization is synced across your devices with end-to-end encryption

Siri securely syncs this information among your devices, to make your experience consistent on all of them. This sync is done using end-to-end encryption.

To make suggestions and search results more relevant, some information is sent to Apple and not associated with you

In some cases, such as when you use Siri Suggestions in Search, Look Up, or Safari, generalized topics of interest that Siri has learned may be sent to Apple to make your searches more relevant. These topics of interest (for example, cooking or basketball) will help to give you more relevant search results, and we use privacy-friendly techniques to disassociate these topics of interest from you.

In addition to these topics of interest, when you perform a search, your device sends your search queries, suggestions you have selected, and related usage data to Apple to process your request. This information is not associated with you. Search results that show files and content on your device will not be sent.

If you have Location Services on your device turned on, the location of your device will be sent to Apple to provide more relevant recommendations. Searches for common words and phrases may be forwarded from Apple to a search engine. These searches are not stored by the search engine provider. To provide you with more relevant music and video suggestions, if your device can access music or video subscription services, then information such as the names of the subscription services and types of subscriptions may be sent to Apple. Your account name, number and password will not be sent to Apple. Location, search queries, your interests, and usage information sent to Apple will only be used by Apple to make Suggestions more relevant and to improve other Apple products and services.

You have choice and control

You can stop apps from contributing information to personalize Siri. Go to Settings, then tap Siri, and scroll down to find the app you want to disable. Tap on the name of that App and toggle the Search and Suggestions switch to “off”.

If you do not want Siri Suggestions to send your information to Apple, you can turn off Siri Suggestions. You may do so under Settings, tap Siri and slide the Suggestions in Search and Suggestions in Lookup switches to “off”. Safari Suggestions can be turned off in Settings, tap Safari, and slide Safari Suggestions to “off”.

You can turn off Location Services for Siri Suggestions. To do so, open Settings, tap Privacy, tap Location Services, tap System Services, and slide the Location-Based Suggestions switch to “off”. If you turn off Location Services on your device, your precise location will not be sent to Apple. To deliver relevant search suggestions, Apple may use the IP address of your Internet connection to approximate your location by matching it to a geographic region.