Apple's 5S camera is packed with features -- burst mode, slow-mo, and more

But for most of us, we just wanna take a picture and have the iPhone take a better picture for us. And we have some huge advancements in technology with iPhone 5S to do just that. First, it starts with the hardware, a new camera system. We have a new five-element Apple designed lens that has a larger F2.2 aperture, that's more light onto the sensor. We have new sensor as well that has a 15% larger active area. Now, our competitors would just pack more pixels on that, make them ever smaller and crimp them closer together to get some stat on the spec sheet. That's not what we do. We know a secret. We know it's actually bigger pixels that make a better picture and the pixels on the sensor, a 1.5 microns in size, larger than the iPhone 5 and much larger than most competitive phones. They often have 1.0 or 1.1 micron size pixels. For the bigger pixel, they'll add in more light, get a better dynamic range of color and less noise in image, all to make it better photograph. The new software in iOS 7 has been designed to take advantage of this new sensor as well as the image capabilities of the A7 chip which are remarkable. So, let me give you an example. Some of the things this new camera app is doing automatically for you, when you launch the camera app, before you even take a picture, it's automatically setting white balance, giving the right colors for you. It's automatically set an exposure level to get the right brightness level. For the first time it's creating you dynamic local tone map around the image. So, you can get better highlights and shadows in the image. For the first time, so we auto focus matrix metering with 50 focus zones. This is DSLR Rebel stuff. You get a sharper image. And then when you do take a picture, unbeknownst to you it actually takes multiple photos. It instantly analyzes them in real time for which is the sharpest and that's what you're seeing in your screen. It is completely automatic and much smarter and more capable than ever before. It has a new flash as well. We call it the TrueTone flash. When you take a flash picture, I'm sure many of you know that the ambient light whether outside or in a room varies in its color temperature. For example a fluorescent light is cooler or bluer and incandescent light is warmer or more amber. Whatever color your flash is, it's gonna clash with the color of the lighting in the room and give you a photo that doesn't look like right especially skin tones because skin is so reflective, but the flash in the iPhone 5S solves this. That has 2 LEDs; one, a cooler white one and another warmer amber one. And in real time it analyzes the scene and can present the color flash of over thousand color variations to get exactly the right color flash for the room or situation you're in. This is the first time it has ever been done not just on a phone but a camera of any kind. It's truly a breakthrough. So, before using a phone that has a camera with a single LED, you might get a photo like this. You see it has a warm incandescent light, the skin tones don't look light at all, the wood table looks too orange, the jeans are too blue and not right. That's really hard to fix later with editing. This is an unretouched photo right off the iPhone 5S in the same scene. See much more natural skin tones, the wood table looks great. That's one of the great new features with camera system. Here's another, for the first time, the iPhone auto image stabilization. We've all run into situations like this in a room maybe a little bit less ambient light, the subject is moving, it needs a long exposure to get a picture but that means you're gonna blur your photo. So, this isn't a keeper, you gotta get rid of this photo. But in the iPhone 5S, you get a much sharper image in the same situation. What is it doing? It actually with a single press of the shutter takes multiple photos, is able to combine them for the right exposure level but select the part of the image that can be sharpest on that short exposure time, all done instantly in real time. It's another great feature of this camera system. A fun new burst mode. When you go to take your picture, if you hold down on a shutter button, it will burst a bunch of photos. It can actually take 10 frames a second for as long as you hold your finger on the shutter. So, it can work like this. So, in 2 seconds we just took 20 photos of that scene. Now, if every time you did this you have to go into your camera roll and sort through all those photos, well the fun would be lost, but the team has done a brilliant job. Using the A7 chip, in real time as you took those photos, it analyze them for a number of variables that checks on exposure, sharpness, where there are faces in the scene, whether they're smiling, whether they're blinking, when you go into the camera roll it presents for the things might be your favorite shot out of all the shots. You don't have to select them. You can go inside and select the other ones you want, they're all there. But it picks the best one. If it notices a shot like this one, that was an action sequence, it will pick a couple of shots to represent the major motions in the action. So, you have a few photos from that whole series, all done in real time automatically. One more great camera feature I wanna tell you about, slow-mo. So, we have a video camera you can select in the camera app. We have a second one called a slow-motion camera. You select that one and then you can create scenes with slow-motion like this. What the iPhone 5S does in that situation, it's capturing HD video at 720p at 120 frames a second. Now, normal video is 30 frames a second and you can go in and select right on the screen what part you want to be normal speed, what you want to be slow-motion and instantly create it, yet it looks completely natural and there's no loss of quality as you move in and out of normal and slow speed. Now, all of these great features in technologies are simply in service of taking a beautiful picture. So, we have a few photos I like to walk through here and show you that are all taken right off an iPhone 5S, not edited, retouched in anyway. So, here are some examples. Just a beautiful macro shot, you see a great dynamic range of color in this image. A still shot, it's a great sharpness with its better low light capabilities you can get photos in all different situations that come out even more beautiful. This is a California ground squirrel or Spermophilus beecheyi if you don't know it. And the sharpness in detail is amazing. This is right off the iPhone 5S camera. Beautiful skin tones, rich deep bronze to gorgeous photo. This one is gorgeous too. A sunset shot, incredible white balance, just beautiful glowing tones. And even the great panorama shots, we can take even better with the iPhone 5S. This is 28-megapixel panorama, taken with the 5S and what makes it even better now is we can adjust the exposure level automatically as you're pinning the scene. So, for example, this scene is more sunlight on the right-hand side and left to the sky, and exposure was adjusted automatically as we pan the scene. So, that is the new iSight camera in the iPhone 5S.