--- description: It's like something out of Harry Potter title: This Is the New iPhone's Coolest Feature image: https://static.time.com/v3/assets/bltea6093859af6183b/blt5a6d25c2e9e3737d/698862d2a988caa2e96b4406/2015-09-09t183658z_1277921104_tb3eb991.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  * [Business](/section/business/) ## Business Update your preferences in [Account Settings](/account/preferences/) Close * [Tech](/tag/time-section-tech/) ## Tech Update your preferences in [Account Settings](/account/preferences/) Close # This Is the New iPhone's Coolest Feature by [Kia Kokalitcheva](/author/fortune/) ## Kia Kokalitcheva Update your preferences in [Account Settings](/account/preferences/) Close Sep 9, 2015 8:39 PM CUT  Phil Schiller, Senior Vice President of Worldwide Marketing at Apple Inc, speaks about the new iPhone 6s and iPhone 6s Plus during an Apple media event in San Francisco, on Sept. 9, 2015. Phil Schiller, Senior Vice President of Worldwide Marketing at Apple Inc, speaks about the new iPhone 6s and iPhone 6s Plus during an Apple media event in San Francisco, on Sept. 9, 2015.Beck Diefenbach—Reuters by [Kia Kokalitcheva](/author/fortune/) ## Kia Kokalitcheva Update your preferences in [Account Settings](/account/preferences/) Close Sep 9, 2015 8:39 PM CUT Apple’s new iPhones, the 6S and 6S Plus, come chock-full of upgrades and features, but perhaps the coolest one is dubbed “Live Photos.” The new photo format is somewhat of a hybrid between a photograph and a short video. Lasting about 1.5 seconds before and after you press the shutter button, it’s somewhat akin to a GIF, and can include sound as well. Harry Potter fans will recognize this from the magical world’s animated photographs. Apple says that all its devices will support playback of the new format, which won’t take up much more storage space than a traditional photo, and soon other companies will too. Facebook is slated to roll out support for it later this year, Apple VP of marketing Phil Schiller said on stage at the company’s event on Wednesday. The new phones will sport a 12 megapixel iSight camera on the back with the ability to shoot 4K video, and a 5 megapixel high-definition camera on the front with Retina flash. ### Here Are All the Products Apple Unveiled Today  The iPhone 6S’s new 3D multi-touch interface Apple  iPhone 6s & iPhone 6s Plus Apple  iOS 9, available as a free update for iPhone, iPad and iPod touch Apple  WatchOS 2 with native apps and new gold and rose gold aluminum Apple Watch sport models Apple  Apple watch with Hermès band Apple  iPad Pro featuring a 12.9-inch Retina Display and Apple Pencil Apple  Apple’s new Smart Keyboard Beck Diefenbach—Reuters  Siri remote, tvOS, and the App Store running on the new Apple TV Apple ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/4028274/iphone-live-photo/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4028274/iphone-live-photo/"},"headline":"This Is the New iPhone's Coolest Feature","datePublished":"2015-09-09T20:39:58.000Z","dateModified":"2026-05-11T04:44:26.749Z","description":"It's like something out of Harry Potter","url":"https://time.com/4028274/iphone-live-photo/","keywords":["Tech","Apple","iPhone","pubdesk"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5a6d25c2e9e3737d/698862d2a988caa2e96b4406/2015-09-09t183658z_1277921104_tb3eb991.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Kia Kokalitcheva"}],"articleSection":"Business","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt5a6d25c2e9e3737d/698862d2a988caa2e96b4406/2015-09-09t183658z_1277921104_tb3eb991.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Phil Schiller speaks about the new iPhone 6s and iPhone 6s Plus during an Apple media event in San Francisco, California","caption":"Phil Schiller speaks about the new iPhone 6s and iPhone 6s Plus during an Apple media event in San Francisco, California","creditText":"Beck Diefenbach—Reuters","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/business/","name":"Business"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/time-section-tech/","name":"Tech"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4028274/iphone-live-photo/","name":"This Is the New iPhone's Coolest Feature"}}]}] ```