2023-09-12 23:52:11
The new version, the iPhone 15, was presented as a faster device and with more sophisticated cameras. On the same day of the presentation, Apple’s shares fell to a level already predicted by experts due to the global economic situation.
Apple on Tuesday unveiled a new iPhone 15 with a titanium casing and a faster chip that enables better cameras and mobile games, amid a global decline in smartphones and problems with sales in China.
The new lineup includes iPhone 15s that start at $799 and $899 for the iPhone 15 Plus.
Apple decided not to raise prices during a difficult period globally for smartphone sales. For the Pro series, prices start at $999 and the Pro Max at $1,199, the same prices as last year for the same storage levels, available starting September 22.
Both the Pro and other iPhone 15 models will have a brighter screen and a 48-megapixel camera, plus 100% recycled cobalt in their batteries.
The company also noted that the iPhone 15’s satellite connectivity can now be used to request roadside assistance. It is rolling out the feature with the American Automobile Association (AAA) in the United States.
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The model will have the same A16 Bionic chip inside that previously formed the brain of the iPhone 14 Pro.
The event at Apple’s headquarters in Cupertino, California, comes amid a global smartphone downturn and lingering economic uncertainty, especially in China, Apple’s third-largest market, where it faces challenges with expanding restrictions. regarding the use of its iPhones in government offices and the first new flagship phone in several years from Huawei Technologies HWT.UL.
The announcements largely met expectations, with shares falling 1.7% following the first hour of the event.
Apple said the iPhone 15 Pro Max, the largest phone the company makes, will have a new camera lens with a longer optical zoom than previous models. The lenses use a series of prisms to emulate the performance of a longer lens.
The company also noted that the new USB-C connector on iPhone 15 Pro models will allow videographers to record high-quality videos directly to an external hard drive, making it easier to use the phone as a professional video camera.
Apple also showed off a new Series 9 watch with a feature called “double tap,” where users tap their thumb and finger twice, without touching the watch, to perform tasks like answering a phone call.
Also read What to expect from Apple’s iPhone 15?
It uses machine learning to detect small changes in blood flow when the user puts their fingers together, freeing up the other hand for other tasks like walking a dog or holding a cup of coffee, said Apple Chief Operating Officer Jeff Williams.
The Apple Watch Ultra 2 has new features for cycling and diving and what the company said is the brightest screen it has ever made.
Apple will no longer use leather in any of its products, said Lisa Jackson, the company’s environmental chief. The company is replacing some of those products with a fabric called “FineWoven” that, she says, feels like suede.
Separately, CEO Tim Cook also said Apple is “on track” to ship its Vision Pro mixed reality headset early next year.
While Apple is introducing new features and products, the iPhone accounted for more than half of the company’s $394.3 billion in sales last year.
The global smartphone market has plummeted, going from shipping 294.5 million devices in total to 268 million in the second quarter, but Apple’s shipments fell the least of all the major manufacturers, going from 46. 5 million phones to 45.3 million, according to data from Counterpoint Research.
“The truth is that we are in a very bearish smartphone market,” said Bob O’Donnell, head of TECHnalysis Research.
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