Apple on Tuesday unveiled the four iPhone 13 models that the California manufacturer will bring to market this fall. As expected, the novelties are all in all rather modest and build on what has so far allowed Apple to stand out from its main rivals in mobility, including Samsung and Google.
On stage in Cupertino, in the heart of Silicon Valley, but in front of an empty room, CEO Tim Cook took advantage of one of the most popular annual events of the techno scene to preview a myriad of news TV series and films which will also be added this fall to the catalog of its video on demand service Apple TV +. This includes a sci-fi series inspired by the classics of Isaac Asimov as well as a half-funny, half-political show hosted by popular American comedian Jon Stewart.
Those for whom the new iPhone, even in its beefier version, is still not quite big enough could also see what the new version of the iPad and iPad mini tablets will look like. The latter is the more changed of the two, taking the shape that looks like cut with a knife from the iPhone and iPad Pro, more high-end tablets.
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A new version of the Apple Watch connected watch, Series 7, was also unveiled. Its display, a little more generous in pixels, continues to taunt Apple’s rivals in electronics and the fashion niche, who have all struggled for years to market a decent competing product.
Apple’s strategy seems to appeal to analysts. “Several new products, but the new iPhone 13 and the iPad mini are the ones that are likely to go like hot cakes,” concluded on Twitter the president of the American analysis firm Creative Strategies, Tim Bajarin. According to him, iPhone 8 or iPhone X owners are one of the “biggest consumer groups in the market” right now, and they’ll be looking to replace their phones probably by Christmas.
iPhone 13: what’s changing
The iPhone 12 gives way to four new iPhone 13s whose dimensions do not really change. The notch where the front camera, various sensors and the phone’s earpiece are hidden (because even if no one has mentioned it on stage, the device remains basically a phone …) is narrower, leaving more space to the pixels that make up the screen. The base models get more storage up front, with 128 gigabytes, while the iPhone 13 Pro and iPhone 13 Pro Max are entitled to a 1 terabyte version.
The mechanics are revised in all cases to include a processor called A15 Bionic, a little more powerful than its predecessor. It is combined with a revamped graphics processor, which allows video to be processed more naturally. This performance gain is accompanied by extended battery life lasting approximately 60 to 90 minutes, depending on the model.
The iPhone 13 and its smaller version, the iPhone 13 mini, have a new camera on the back, whose two lenses are placed at an angle rather than one below the other, as it used to be. the case before. Both Pro models inherit a triple lens that includes a 3x telephoto lens and a wide-angle lens capable of capturing very close “macro” mode shots. On the video side, a “cinematic” function allows you to play with the focus to recreate certain camera effects popular with great Hollywood directors.
Prices vary by model: from $ 949 and $ 1,099 for the iPhone 13 mini and iPhone 13 to $ 1,399 and $ 1,549 for the Pro and Pro Max. Apple is offering a rebate of up to $ 925 to its customers who decide to swap an older generation iPhone for these new models, a way to ensure the loyalty of consumers who often and rightly find that mobility costs more and more. Dear.
“Productive” iPads
Analysts were waiting for new AirPods wireless earbuds and even, in some cases, hoped that more would be known about Apple’s plans to embark on augmented reality glasses to compete with Facebook and its subsidiary Oculus, among others. Rather, they were presented with two new iPads.
Ironically, the larger of the two is also the more affordable. At $ 429, the iPad embodies Apple’s strategy to break into the school market. It must therefore be cheap above all. It can still come with a stylus and keyboard case, which make it a replacement for more expensive Windows-based laptops or those powered by Google’s Chrome OS, including the price is about the same.
The iPad mini inherits its side of an 8.3-inch screen housed in a case reminiscent of the more high-end models of this tablet. Otherwise, its mechanics are inspired by that of the iPhone 13. There is even a 5G antenna, for those who constantly need a connection to the Internet. With this device, Apple seems to be targeting mobile workers in the workplace. It sells for from $ 649.
Apple’s strategy in this roller-coaster sales market is quite simple: the company presents its products in very defined scenarios. It’s an approach that should continue to work, argues independent analyst Avi Greengart.
“The iPad is one of Apple’s most competitive products. He defines the category, ”he said, to such an extent that Apple might as well have stretched the life of the previous model, according to him.
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