Apple unveiled a new lineup of iPhones, featuring a titanium shell, a faster chip, and enhanced video gaming performance capabilities.
The most unexpected aspect regarding the iPhone 15 slated for release on September 22 is its consistent pricing strategy, reflecting the ongoing global decline in the smartphone market.
The event at Apple’s headquarters in Cupertino, California, occurs amidst ongoing economic instability,, notably in China, which is Apple’s third biggest market.
Here, the company encounters hurdles due to broader restrictions on iPhone usage in government institutions and faces competition from Huawei Technologies’ (HWT.UL) first major flagship phone release in a number of years.
Huawei has increased its shipment goal for the new Mate 60 series smartphone, equipped with satellite functionality, by 20%, as announced by the nation’s official Securities Times on Tuesday, just before the Apple event.
Apple failed to unveil any groundbreaking revelations, resulting in a 1.7% decline in stock value post-event.
Apple Embedding Machine Learning
Although Apple avoids using the phrases artificial intelligence or AI, the technology facilitated the introduction of numerous innovative functions.
An executive from Apple conveyed that the enterprise employed machine learning to identify an individual within the shot, enabling users to immediately or at a later time transform a photo into a portrait within the Photos application.
Apple also presented new watches, inclusive of a Series 9 Watch possessing a functionality called “double tap”, allowing users to lightly press a thumb and finger together twice, without making contact with the watch, to perform tasks such as accepting a phone call.
It leverages machine learning to identify changes in blood circulation when the user presses their fingers together, thus allowing the other hand to be available for various activities such as dog walking or holding a coffee cup, stated Apple’s Chief Operating Officer, Jeff Williams.
iPhone 15 Unveiling
Both the Pro and other iPhone 15 models boast a brighter screen and a 48-megapixel camera, alongside utilizing 100% recycled cobalt in their battery components.
Apple announced that the iPhone 15’s satellite connectivity functionality can now facilitate calling for roadside help. This feature is being introduced in collaboration with the American Automobile Association (AAA) within the United States.
Apple disclosed the forthcoming inclusion of USB-C charging cables to both the iPhone 15 and the AirPods Pro’s charging casing.
This transition is influenced by European administrative mandates for USB-C utilization and facilitates the employment of identical charging cables currently utilized for iPads and Mac computers.
Apple further noted that the iPhone 15 Pro has the ability to record “spatial videos”, utilizing a pair of the gadget’s cameras to generate a three-dimensional visual content.
These visuals can be experienced through Apple’s forthcoming Vision Pro headset, slated for a release early the subsequent year, as informed by marketing lead Greg Joswiak.
The Pro’s incorporation of titanium makes it both lighter and more durable compared to preceding models crafted from different metals.
Bob O’Donnell, the leader at TECHnalysis Research, identified the constant pricing as unexpected.
“I think both Apple and the carriers recognize that with consumers feeling pressure on their budget and the lack of dramatic changes it’s getting harder to convince people to upgrade. Keeping prices stable should help with that”, he stated.
The iPhone 15 is priced at $799 (THB 28,500), with the iPhone 15 Plus starting at $899 (THB 32,000), and the Pro series starting at $999 (THB 35,600).
The Pro Max starts at $1,199 (THB 42,800), retaining the pricing scheme from the previous year for identical storage capacities. The preceding year, Apple featured a $1,099 (THB 39,200) iPhone Pro Max model with reduced storage space.
Apple predominantly depends on iPhone sales, constituting over half its revenue, however, the international smartphone sector has witnessed a dip, with total shipments reducing from 294.5 million to 268 million units in the second quarter.
According to Counterpoint Research data, Apple experienced the slightest reduction among major smartphone manufacturers, decreasing from 46.5 million to 45.3 million units.
New Watch Out
Targeted at outdoor sports enthusiasts, the Apple Watch Ultra 2 comes with enhanced features for cycling and diving, boasting what Apple asserts is the brightest display they have ever developed.
The Series 9 is set to retail starting at $399 (THB 14,200), while the Ultra 2 watch will have a starting price of $799 (THB 28,500), and will be available on September 22.
Apple has decided to discontinue the use of leather in all its products, stated Lisa Jackson, the firm’s head of environmental initiatives.
As a replacement, the company is introducing a material named “FineWoven”, which purportedly has a suede-like feel.
The aspiration to achieve carbon neutrality by 2030 was a central highlight of the event, with the unveiling of watches that have a reduced carbon footprint.