San Francisco Apple presented his new products in a big presentation on Tuesday evening. The focus of the show was especially the current iPhone models. Although sales of iPhones again accounted for less than 50 percent of Group sales in the past quarter, the smartphone is still the most important product in the Apple ecosystem. The attention is correspondingly high.
CEO Tim Cook is going into the all-important pre-Christmas and Christmas season with three new models. The basic model iPhone 11 will be available in Germany with storage capacities of 64GB, 256GB and 512GB from 799 euros, the top models iPhone 11 Pro and iPhone 11 Pro Max with larger screen with the same storage capacities from 1149 euros. The smartphones can be pre-ordered this Friday, a week later then their delivery is planned.
As an entry-level model gets the iPhone 11 – like the big brothers Pro and Pro Max – the current A13 chip, according to Apple, the speed over its predecessor once again significantly – screwed up to 20 percent – allegedly.
The biggest differences are in the display, which is smaller in the 11er and only one LCD screen, while the Pro models get OLED screens, as well as in the cameras: The iPhone 11, which replaces the iPhone XR, gets two instead of one rear camera Wide-angle and super wide-angle, the top models even three lenses – telephoto and wide-angle and super-wide angle.
Smartphone manufacturers increasingly go this way, because in the small cases high-quality lenses with large optical zoom find no place. The pure digital zoom objects do not nearly provide this quality.
There is also a new, improved night mode to alleviate the shortcomings of Google's Pixel Phones and the SamsungTo balance top models. With the fall update of iOS13 additional intelligent image enhancements should be available. Thanks to artificial intelligence, it is primarily intended to improve images in difficult lighting situations.
When it comes to design, Apple CEO Cook relies on the proven look of its predecessor models. Of course, the camera bulges have been heavily reworked to accommodate the extra hardware, but still look pleasing. By using a protective cover, the effect of the camera bulges could also be significantly reduced visually. Otherwise, the Pro devices are largely faithful images of their predecessors of the XS series.
What could be a strong buying incentive for owners of older models such as iPhone 7 or 8, are the promised battery life, which should be up to four or five hours above those of the current generation. The power-saving A13 chip and the slightly larger batteries seem to stand out in particular. The top models also get a stronger wall charger with 13 watts. Only the future owner of the cheaper variant must continue to bear the loading times of the old 5-watt cube – or pay.
However, a 5G version is painfully missing, at least for the expensive iPhone models. How that affects demand remains to be seen. For example, current XS owners could simply wait another year until Apple also enters the 5G market – and only then get a new device.
Apple Watch comes with a surprise
In addition to the iPhone, the Keynote also focused more on the Apple Watch – and came up with a surprising innovation: the Apple Watch in Series 5 is missing an “Always-on” display. This allows the display to remain permanently switched on, which was previously unimaginable. A continuous operation of the screen, however, would reduce the already barren battery life to uselessness.
The remedy here is the so-called “Low Temperature Polycrystalline and Oxide Display” (LTPO). It can reduce the refresh rate from 60 frames per second down to 1 frame per second, and thus also according to the power consumption. There are also some software tricks and highly efficient components for power management, which additionally increase the runtimes.
This darkens the screen automatically when the hand is lowered. If you raise your hand to look at the clock, it will be brightly lit again. Apple promises up to 18 hours of battery life, which usually covers a working day well. But overnight the watch has to go back to the socket. All dials and app surfaces have also been completely redesigned.
Overall, Apple is increasingly focusing its marketing on the health and security sector. For added travel safety, mobile model users can make international emergency calls – no matter where the device was purchased or a mobile plan has been activated.
International emergency calls also work with the new fall detection. When enabled, an emergency call will be automatically canceled as soon as the Apple Watch detects that the user has suffered a severe crash and does not move for about a minute. Here is also the effort to position the Watch more and more independent of the iPhone. Also new is an integrated compass.
The Apple Watch Series 5 (GPS) is available from 449 euros, the Apple Watch Series 5 (GPS + mobile) starts from 549 euros. The older models of the series 3 (GPS) get a price cut to 229 euros or 329 euros with GPS and mobile.
The iPad is getting bigger and grown up
With an enlarged 10.2-inch screen and the new, more professional operating system iPadOS, Apple is also refreshing its tablet segment. The operating system breaks with the design of the iPhone presentation and now allows the display of more apps or a faster switching between apps. A “Today” segment displays compact weather, calendar or other widgets on request. Working with the Apple Pencil is also easier than on iOS.
The seventh generation iPad is now available in Silver, Space Gray and Gold with 32GB or 128GB memory. Prices start at 379 euros for the Wi-Fi model and 519 euros for the Wi-Fi mobile module included.
Apple TV + for 4.99 euros a month
As a small extra, a 12-month subscription for the new game service “Arcade” and the TV service Apple TV + is included in all hardware purchases indefinitely. Otherwise they cost 4.99 euros per month. After the free phase, however, the services will continue to be charged automatically, unless they are explicitly terminated.
Apple TV + is touted as the first video subscription service that relies entirely on original content. Popular content from other broadcasters like Disney. CBS or HBO does not exist. The operation will start on November 1 in over 100 countries and regions.
The streaming service will then feature exclusively produced programs, films and documentaries such as The Morning Show, Dickinson, See, For All Mankind or The Elephant Queen. The service will be available in the Apple TV app on iPhone, iPad, Apple TV, iPod Touch, Mac and other platforms, as well as online at tv.apple.com.
When the TV service price was announced, the video streaming king's stock crashed on Wall Street Netflix by almost four percent. Soon, even Disney, AT & T and other platforms in the ring. The war of the streaming services is thus opened.
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