LAHORE MIRROR — Apple introduced its latest series of iPhones, featuring a new titanium shell, enhanced processing power, and improved gaming capabilities.
The most notable aspect of the iPhone 15 launch, scheduled for September 22, is the absence of a price increase, which reflects the current global smartphone market slowdown.
The event took place at Apple’s headquarters in Cupertino, California, against a backdrop of economic uncertainty, particularly in China, where Apple faces challenges due to increased restrictions on the use of its iPhones in government offices and competition from Huawei Technologies’ new flagship phone, the Mate 60 series, which boasts satellite capabilities. Huawei recently increased its second-half shipment target for this series by 20%, as reported by the official Securities Times shortly before the Apple event.
Although Apple didn’t unveil any groundbreaking surprises, the company did showcase several features driven by machine learning technology. One notable feature uses machine learning to detect individuals in photos, enabling users to instantly or later turn a picture into a portrait within the Photos app. Additionally, Apple introduced new watches, including the Series 9 Watch with a “double tap” feature that allows users to perform tasks like answering calls by tapping their thumb and finger together, thanks to machine learning that detects subtle changes in blood flow.
Regarding the iPhone 15, both the Pro and standard models will feature brighter displays, a 48-megapixel camera, and batteries with 100% recycled cobalt. Apple also highlighted the iPhone 15’s satellite connectivity, which can be used to request roadside assistance in collaboration with the American Automobile Association (AAA) in the United States. Furthermore, Apple announced the adoption of USB-C charging cables for the iPhone 15 and AirPods Pro charging cases, in compliance with European regulations and offering faster data transfer speeds, particularly beneficial for professional photographers.
The iPhone 15 Pro introduced “spatial videos,” utilizing two cameras to capture three-dimensional videos viewable on Apple’s Vision Pro headset, set to launch early next year. The Pro series incorporates titanium, making it both lighter and stronger than previous models.
Keeping prices steady for the iPhone lineup was a surprising move, considering the economic climate and consumer reluctance to upgrade due to the lack of significant innovations. Apple recognizes the importance of budget-conscious consumers and aims to maintain their loyalty.
The iPhone 15 pricing starts at $799, the iPhone 15 Plus at $899, and the Pro series at $999, with the Pro Max beginning at $1,199, maintaining the same prices as the previous year. Apple’s shipments remained relatively stable compared to other smartphone manufacturers, reflecting its enduring reliance on the iPhone as a major revenue source.
In addition to iPhones, Apple unveiled the Apple Watch Ultra 2, designed for outdoor sports enthusiasts, with new features for cycling and diving, and a brighter screen. The Series 9 Watch starts at $399, while the Ultra 2 watch begins at $799 and will be available on September 22.
Apple also emphasized its commitment to sustainability during the event. The company announced that it will no longer use leather in its products and is replacing some leather products with a textile called “FineWoven,” designed to replicate the feel of suede. Apple’s goal of achieving carbon neutrality by 2030 was a central theme of the event, with the launch of lower-carbon watches among its sustainability efforts.
Source: Reuters
