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Apple launches iPhone 12 in purple, a new generation of iMac, AirTag and more

Apple gave us a colourful reveal as it announced its first line-up of 2021 launches...

iPhone 12

The iPhone 12 already comes in a plethora of colours but following yesterday’s keynote, Apple introduced the iPhone 12 and iPhone 12 mini in a stunning new purple – a colour we’re currently crushing on. This new colour is meant to “accentuate the flat aluminium edges of the device” which are colour-matched to the “precision-milled” back glass.


Apple released an all-new rainbow palette of the iMac and whilst we’re obsessing over the much-needed vibrant change, the new line-up comes with a breakthrough M1 chip, and a brilliant 4.5K Retina display.

Complete with the best camera, mics, and speakers ever in a Mac, the iMac now introduced the ‘Touch ID’ feature and offers powerful performance in a design that’s just 11.5 millimetres thin. 

The new iMac features an expansive 24-inch 4.5K Retina display, so users can enjoy their content in all of its glorious detail – made with narrower borders and 11.3 million pixels.

iMac features a 1080p FaceTime HD camera — the best ever in a Mac — which delivers high-quality video and great performance in low light. It also includes the image signal processor in the M1 chip and the Neural Engine, which will enhance camera image quality with better noise reduction, greater dynamic range, and improved auto exposure and white balance.


Apple announced the most powerful and advanced iPad Pro ever by launching a new iPad Pro featuring the breakthrough M1 chip, ultra-fast 5G, and stunning 12.9-inch Liquid Retina XDR display – a massive leap in performance. 

“With M1’s huge jump in performance, a groundbreaking extreme dynamic range experience on the 12.9-inch Liquid Retina XDR display, up to 2TB of high-speed storage, Thunderbolt expansion, a four-speaker audio system, pro cameras with LiDAR Scanner, blazing-fast 5G connectivity, an amazing video-calling experience with Center Stage — combined with the advanced features of iPadOS and a powerful pro app ecosystem all in a device users can hold in one hand — there’s nothing else like iPad Pro,” said Greg Joswiak, Apple’s senior vice president of Worldwide Marketing.


Perhaps the biggest launch of the keynote is the AirTag – an addition to Apple’s ‘Find My’ ecosystem – where it provides a private and secure way to easily locate the items that matter most. 

You can attach it to your handbag, keys, backpack, or other items, and the AirTag will help locate a lost item, all while keeping location data private and anonymous with end-to-end encryption.

This Spring, the collaboration between Apple and Hermès also continues with the arrival of the Apple AirTag Hermès, a range of new bands for Apple Watch Hermès, and an Hermès case in Barénia calfskin with MagSafe for iPhone 12 and iPhone 12 Pro.

The Apple AirTag Hermès is available in Barénia calfskin or Swift calfskin and consists of the Key Ring, Bag Charm, Luggage Tag and Travel Tag – each inspired by a horse-racing token holder created by Hermès in the early 20th century.

To find out more about when each of the Apple products will be released, visit