Cupertino (dpa) – Apple is relying on better cameras and faster chips for its new iPhones for the important Christmas business. The iPhone presented on Tuesday 13 kept the design of the current generation with angular edges.
The most noticeable external change, besides new colors, is that the gap at the top of the screen for cameras and sensors for face recognition has been reduced by 20 percent.
Innovations under the hood
But there are some innovations under the hood. The new iPhones are powered by a new chip developed in-house, the A 15 Bionic. Apple itself speaks of the most powerful processor system in a smartphone. The computing power is used, among other things, to improve the night recordings of the upgraded cameras.
The new devices also have a “cinematic” video mode in which the software automatically switches to different levels depending on what is happening focused in the picture. If, for example, the person in the foreground turns backwards, the lens is focused on the background towards which they are looking. Apple was convinced that it could also change the film business with such smart functions.
The displays have also been overhauled to match. Among other things, the expensive iPhone Pro now also supports – like various competitor smartphones – refresh rates of up to 120 Hertz. Arch-rival Samsung could not resist a swipe and pointed out in a tweet that it had been on this for some time. At the same time, Apple only wants to get the power-hungry 120 Hz when they are needed for particularly dynamic scenes.
In view of better cameras and correspondingly larger files, the phones get more Storage. In the basic version, the iPhone 13 now has at least 128 gigabytes on board, the Pro model up to 1 terabyte. There is also an iPhone 13 mini – while at times it was speculated that Apple would do away with the smaller model because sales were below expectations.
iPhone most important product
Every new iPhone generation is extremely important for Apple. The iPhone is by far the Group’s most important product – and also the basis for business with other devices such as the Apple Watch computer clock or AirPods earphones.
Industry analysts did not see any problems for Apple the presentation of the new models. “From our point of view, there were no revolutionary announcements,” said analyst Harsh Kumar of the investment bank Papier Sandler. But he expects demand to remain high, thanks in part to the rewards for old devices.
Julie Ask, senior analyst at Forrester, said that Apple “continues to amaze with an insanely sophisticated, fast and powerful device Technology”. The quality of the camera and the resulting photos and videos are still impressive. This would result in completely new options: “These smartphones enable” computer vision “for applications in health care, such as skin diagnoses.” The use of augmented reality in the classroom is also conceivable, for example in the virtual dissection of a frog.
Last year Apple made with the iPhone 12 a big step with a new design and the support of the super-fast 5G data radio. The new generation is not a significant update compared to last year’s iPhone, wrote analyst Amit Daryanani of the finance company Evercore. But the improved functions «will make it an attractive product for the more than 900 million iPhone users who do not have the iPhone 12 bought ».
70 Percentage of market share
While more than 80 Percent of the smartphones sold worldwide run with the Google system Android, Apple has fought for a lucrative place in the rest of the market. Francisco Jeronimo from the analysis company IDC pointed out that Apple with the iPhone has a market share of well 70 percent of premium smartphones at prices above 800 dollars – and the number of devices sold rose by a good third in the first half of the year.
Traditionally, most iPhones are sold in the Christmas quarter – and Apple has recently ousted market leader Samsung from first place again and again. The iPhone used to bring in up to two thirds of the company’s business. Most recently, however, its share of sales fell below 50 percent, among other things because Mac computers and iPad tablets also became significantly more popular during the corona pandemic. Apple is now also renewing the iPad and the smaller iPad mini.
Apple Watch remains traditional
The new generation Series 7 of the Apple Watch computer watch presented on Tuesday a slightly larger display. Since the frame around the screen has been made thinner, the case is only a little larger than the previous model. With more space, Apple is now for the first time allowing typing on a small keyboard on the display.
Before the online event, it was speculated that Apple wanted to radically change the design of the computer clock. It was said that it should be more angular instead of the previously rounded edges. But while the display actually got bigger, as previously reported, the watch retained its characteristic shape.
To expand the services business, Apple is introducing its Fitness + training subscription in other countries – including Germany soon .