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Hello.
One might call Apple’s current offering boring, because we’ve seen and heard everything before, no secrets revealed to us. The appearance of the USB Type-C connector, the absence of the iPhone Ultra model, minor changes to the Pro Max cameras. The rumours, the discussion of these rumours, it all happened many times. But the form of presentation itself and what was said in it can easily be called innovation. Let me start with the fact that for the first time in Apple’s history there was no aggressive advertising of non-traditional relationship symbols during the tenure of Tim Cook, the pride of the company – the rainbow bow shone somewhere. Normal projects at a distance, no straps or screensavers for you. No surprise here, the reason is on the surface; Apple has shifted into a mode where it’s important to please everyone, even those who lack Cook’s values. After China’s de facto move to abandon the iPhone and other Apple products, the company needs buyers around the world, even in densely populated countries where the U.S. agenda in relations is not supported. And I love it, propaganda fades into the background in times of global crisis.
The common thread running through the presentation was that Apple cares about the environment, has set out to fight carbon dioxide and has refused to use leather in its products. Now the company has a synthetic material called Fine Woven. I have no doubt that synthetics can be good, improve leather, and so on down the list. But what really bothers me is the hypocrisy associated with the fight for the environment, the sense that marketers sincerely believe that cause and effect relationships are broken in our heads.
Where does skin come from? The answer is obvious, the skin is the remains of animals that are slaughtered in slaughterhouses to obtain meat that is used as food by most of the inhabitants of the planet. Apple’s refusal to produce anything from leather will in no way affect the fate of animals; They will still be eaten. Considering that Apple is a huge company and affects the global leather market, refusing to use this material will lead to the fact that it will simply disappear and not be used. . Instead, energy will be spent on new, synthetic materials. And the logic of such a decision from an environmental point of view is not very good. Animals are raised and killed, it cannot be replaced, but the skin will probably be wasted now. And what was the need to do so?
The answer is that Apple is no different than other manufacturers; They require unique “technologies” and these are found in new materials. The question is not about their quality, but about showing that only Apple has it. For example, does Samsung have fine woven fabric straps? no! it’s done. Is there a “ceramic shield” that covers the screen? no! Get it and sign it, Apple are good people. I’m sure at some point they’ll “invent” vibranium and start making cases with it, why not? This sets them apart from other companies.
I watched with interest how the bangs in the smaller iPhones turned into an island, and the company introduced new color solutions.
Check out this slide that explains all the innovations of the new iPhone 15 (two models, the second Plus). Processor from last year, digital image processing to achieve x2 magnification. But there’s no 120Hz for the screen, which is common on Android devices in very affordable models. There is none of that here. Prices remained at last year’s level, at least for the US. In Europe, the prices have also remained unchanged and belies all rumours. An explanation should be sought in the fact that Apple has apparently crossed the line; Audiences are no longer willing to eat price hikes, especially since devices don’t really change from year to year.
Let’s look at the iPhone 15 Pro/Pro Max, these devices have changed. I was surprised that in the presentation they focused on the bezels between the screen and the body, it seemed like Apple would always produce thicker bezels. But no, they noticed and called it an improvement! Look, soon they will adopt some other solutions from other manufacturers.
The Pro Max now has a telephoto camera with x5 optical zoom. Good! It’s just that the market has been struggling for years for a x10 zoom, which plays a great role while shooting. And it’s impossible to surprise someone x5. Here Apple lags behind in terms of competence. But there are a lot of staged photos, after which you need to run out and buy an iPhone immediately. Several vans with equipment stay behind the scenes to provide lighting, makeup and other aspects. However, other companies also dabble in this, Apple is no exception here.
After Russian synthetic sapphire, Apple began using Russian titanium for the cases of the Pro models. As in the case of Neelam, it is clearly provided by intermediaries, so there is no guilt here, the content becomes free and democratic. And, most importantly, there is no impact on the environment during its production! We will know very soon how durable such cases will be.
One innovation was the case’s shortcut button; You can set up various automations (it sounds like Steve Jobs would be pissed at this point; you can set some on the iPhone yourself!).
Updated Bionic processor required for games; His abilities are already unnecessary for everything else. But it won’t be possible to reach the level of games on consoles, and the screens of smartphones are too small. In a word, innovate for the sake of explaining why it’s important to you.
But, in reality, there is nothing beyond that. Availability, like other models, from September 22.
Not much to say about the watch, minor improvements, increased screen brightness, new dials added.
It’s amazing, the presentation is boring, ordinary, but I like it. For Apple fans who will buy these devices even if they don’t work perfectly, what happened is great, no doubt about it. This is also great news for the market; Apple was unable to add anything significant to its models, which meant Android manufacturers would be under increasing pressure, breaking up the company, and driving sales away. Everyone is happy and only Tim Cook throws his hands up, something has gone wrong.
Declining sales of the new iPhone line are inevitable; There are many factors involved, one of them being China, the world’s largest market where Apple phones are sold. And that market turned its back on the company. And there will be only a few people in Russia who want to buy the company’s new products and don’t have a customer service that works with Apple Pay, and their number is not different. So, today we can state a simple fact: next quarter we will see record shipments, but then we will be able to assess what is happening with iPhone sales, I think they will be significantly will fall
Are you impressed with the new devices, do you want to buy them?
