Apple has recently unveiled its latest lineup of iPhones, featuring a brand-new titanium casing, a faster processor, and enhanced gaming capabilities. Surprisingly, despite the global smartphone slump, Apple has opted to keep prices steady for the iPhone 15, which is set to launch on September 22.
The launch event, held at Apple’s headquarters in Cupertino, California, takes place amidst ongoing economic uncertainty, particularly in China, where Apple faces challenges from stricter regulations on iPhone use in government offices and competition from Huawei Technologies’ first flagship phone in several years.
Notably, Huawei has increased its shipment target for the new Mate 60 series smartphone by 20%, as reported by China’s official Securities Times. This announcement came just before Apple’s event.
A Focus on Machine Learning
While Apple does not explicitly reference artificial intelligence (AI), the company leveraged machine learning technology to introduce several new features. For instance, users can now transform regular photos into portraits using the Photos app’s machine learning capabilities, which can detect individuals in the frame.
Additionally, Apple showcased its new Series 9 Watch, which includes a feature called “double tap.” By tapping their thumb and finger together twice without touching the watch, users can perform tasks such as answering phone calls. The Watch uses machine learning to detect subtle changes in blood flow when the user taps their fingers together, allowing for seamless multitasking.
The iPhone 15 Launch
Both the iPhone 15 Pro and other models in the series boast brighter displays, a 48-megapixel camera, and 100% recycled cobalt in their batteries. Apple has also introduced satellite connectivity for the iPhone 15, which enables users to summon roadside assistance. This feature will be rolled out in collaboration with the American Automobile Association (AAA) in the United States.
In line with European regulatory requirements, Apple announced that both the iPhone 15 and AirPods Pro charging cases will support USB-C charging cables. This decision facilitates universal usage of the same charging cables already employed by iPads and Macs. The move is expected to enhance data transfer capabilities, particularly beneficial for professional photographers utilizing the iPhone Pro.
Noteworthy additions to the iPhone 15 Pro are its ability to capture “spatial videos” using two of its cameras, resulting in three-dimensional video content. Apple also revealed that these videos can be viewed on the Vision Pro headset, set to launch in early 2024.
Unsurprisingly, industry experts and consumers are pleased to see that Apple has maintained stable prices for its newest iPhone lineup. As Bob O’Donnell, the head of TECHnalysis Research, pointed out, this move recognizes the budgetary constraints faced by consumers and the diminishing appeal of incremental upgrades.
The iPhone 15 is priced at $799, while the iPhone 15 Plus starts at $899. The Pro models begin at $999, and the Pro Max is available starting at $1,199, with storage options remaining the same as last year. It is important to note that last year’s lineup included a $1,099 iPhone Pro Max variant with less memory.
Apple’s reliance on iPhone sales persists, accounting for more than half of its total revenue. However, the global smartphone market has experienced a decline in shipments, with Apple showcasing the least decline among major smartphone manufacturers, according to Counterpoint Research.
Introducing the New Apple Watches
In addition to its iPhone lineup, Apple introduced the Apple Watch Ultra 2, focusing on outdoor sports enthusiasts. The Ultra 2 boasts features tailored to cycling and diving, accompanied by the company’s brightest screen to date. The Series 9 Watch starts at $399, while the Ultra 2 Watch retails from $799, both available starting September 22.
As part of its commitment to sustainability, Apple has announced that it will no longer use leather in any of its products. Instead, the company will replace leather with a textile called “FineWoven,” which has a similar feel to suede. Apple emphasized its efforts to become carbon neutral by 2030, with the event showcasing launches of eco-friendly watches.