The “most important iPhone in life” for Apple?

They say fall is apple season. The arrival of cooler, shorter days may bode well for Apple, which is entering a crucial quarter for the future of its iPhone, some experts believe. The iPhone 13 officially hitting stores today could according to at least one of them be “the most important iPhone in life” for the California company.

In any case, this is what the American analyst and specialist in the IT mobility sector Horace Dediu has said. Beyond the purely material and aesthetic improvements, he believes that the improvements on the side of applications and taking photos and videos put forward by the iPhone 13 and iPhone 13 Pro are what really defines the new device – and what is likely to influence how the phones of its competitors will be sold in the future, whether they are Google, Samsung or others.

Spotlight on the photo

For example, the iPhone 13’s camera can capture “much more than selfies, simple snapshots or 10-second video sequences,” observes the analyst. Apple is putting the power of cinema in the hands of the public, he says. “The idea is not to replace professionals but to offer amateurs the chance to see each other better. This camera is aimed at the new generation of YouTube, Instagram and Tiktok influencers. Ordinary people with extraordinary means can do great things. “

The approach taken by Apple with its iPhone 13 effectively sets the brand apart from its rivals. Its camera allows, among other things, to adjust the focus in a video to move it from one subject to another, as we often see on TV or in the cinema. On trial, this feature proves to be very effective and surprisingly fun.

Likewise for taking close-up images, a mode called “macro” among photography enthusiasts and which is exclusive to the iPhone 13 Pro. Reserve this function for more expensive models will piss off more than one, because for once the “Pro” version of the iPhone is more attractive to the average user than the entry-level model.

Rather than playing elbow with telephoto lenses offering the longest optical zoom, Apple takes the opposite approach and focuses on the need of its customers to go and capture the very small details of objects very close to them. Above all, the Californian brand insists on these applications, rather than the technical details of its cameras, to attract buyers.

We can imagine the general public being seduced more easily by the possibility of playing Quentin Tarantino during Christmas evenings with the family than by the 12 megapixels of his photo sensor. Analysts already are.

Reduced price ?

At another time, Apple had a biannual strategy where the iPhone model sold in the second year inherited the letter “S” to distinguish it from the model of the previous year. The iPhone 13 is not entitled to this, but it might as well have been called the iPhone 12S.

However, it is not the buyers of an iPhone 12 that are targeted by Apple with the iPhone 13. Nor any of the owners of an iPhone with a “wall to wall” screen like those marketed since the iPhone X in 2017. .

Apple’s customers are numerous, with 2 billion iPhones sold to date and those still in operation account for 26% of the global wireless market. The Credit Suisse firm calculates that 975 million of them have in their hands a model that is at least three and a half years old – think iPhone 8 or older – and those are in Cupertino’s sights.

To seduce them, there is obviously the technical sheet to match the newcomer. All its versions have the same processor. Their improved autonomy is enough for a good day of use in any case. Their screen doesn’t have the curve of some Android devices, but it’s quite bright and detailed.

Casually, Apple includes a one-year subscription to its Apple TV + service that includes the series Ted Lasso, which acts like a magnet for a certain clientele that is stingy with video on demand.

In addition, Apple has implemented financial incentives that could also become the standard in the wireless industry, according to analysts. People who swap their old iPhones for a new model will be entitled to a cashback that will make the requested $ 950 for the iPhone 13 ($ 1,400 for the iPhone 13 Pro) a little less inaccessible.

Apple is also helping wireless service providers in this process, which offer financing and staggered payment solutions that continue to be very popular, despite the large monthly payment that this creates when you add it up to the price. not very affordable either for the mobile plan that comes with the device.

These measures are having an effect on the market for used devices, where the depreciation of the iPhone is lower than that of its main rivals, such as Samsung’s Galaxy S. The higher the prices, the happier the sellers are and the less expensive the new models seem.

Because that is the problem with these state-of-the-art computer devices: each year they encourage a little more overconsumption. With its original offering, Apple simply does it a little better than others.

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