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Apple did the competition to the White House in recent weeks: there was an unprecedented number of leaks about the new products presented on Wednesday at its annual launch.
So, with no surprises at the last minute – the “one more thing” that Steve Jobs said – we had already had a pretty complete idea of what to expect when Tim Cook took the stage.
He did it as executive director of the first US company to reach the value of a trillion dollars . And to keep the bar high, Apple continues to lean on the successes of the past, instead of presenting something totally new.
The new Apple Watch (series 4) and the new family of iPhones were presented at the event , with the Xs , the Xs Max and the Xr, a more basic version of the new generation of Apple phones.
The new iPhone Xs has a 5.8-inch screen, while the iPhone Xs Max reaches 6.5 inches , the largest an Apple phone has ever had.
Both versions have rounded edges of the screen and promise to have the “most resistant glass” that has been implemented.
Meanwhile, the iPhone Xr has a 6.1-inch screen and a single 12-megapixel camera, not the doubles of the higher-end models.
The initial price in the US of the Xs will be of US $ 999, the Xs Max will leave for US $ 1,099, while the Xr will start with US $ 799.
All will come with the new version of the iOS 12 system, which will be available later in September for the other Apple phones.
Samsung plans to present a flexible cell phone later this year. OnePlus said that their new phone will have a fingerprint sensor on the screen. Huawei, which recently overtook Apple in global smartphone sales , is also working on its own flexible device.
But, of course, the strength of Apple lies in ignoring these emerging technologies until you feel it is time to integrate them into your products.
According to the company’s vision, it does not make sense to develop new technology just because. And that philosophy has been reinforced year after year.
The year “S”
“At this moment, the iPhone franchise is so strong that it seems almost untouchable,” says BBC analyst Ben Wood, an analyst at CCS Insight.
“Even in a time when rivals like Samsung have to expand the limits by developing new technology like screens that bend.”
Last year, it was the tenth anniversary of the launch of the iPhone and Apple fans expected a reinvention of the device. What they had was the iPhone X, which was not revolutionary but at least presented something new in the design.
He also put a higher price: US $ 999.
Expectations were not so high this time. It is what is known as an “S” year , when Apple does not make any major changes to its devices, except for some internal improvements.
And their new phones come with the letter “S” to make it clear. Apple did not get out of the script and introduced the iPhone Xs. In addition, an even larger model, the X s Max .
The price of Apple’s shares rose dramatically when the company revealed that the price of the iPhone was going to rise.
There were some concerns. But Apple has already tested the waters with the iPhone X, the most expensive phone in its history. A year later, the answer to the question “What will people spending so much on an iPhone?”.
With the Xs Max we will see how far Apple can get in that aspect.
New Apple Watch
Although the iPhone is still Apple’s fundamental bet, judging from the company’s large profits, a growing part of its business comes from other areas, such as Apple Watch.
That product has not been a sales success since it was launched in 2015, but it is the best-selling smartwatch on the market. And according to what Tim Cook said on Wednesday, the best-selling watch.
The Apple Watch 4 has a 30% larger screen and more sophisticated cardiac monitoring capabilities: in addition to the optical sensor has an electronic one that can make electrocardiograms.
Your cost in the USA it will be US $ 499.
Three years after the launch of the original, I predict that the Apple Watch will have great sales this Christmas . The first users are prepared for the update and those who do not have one could be tempted.
Apple Watch sales are good for Apple’s business: it only works with an iPhone, of course.
How did the leaks occur?
Several rumor sites compete for pieces of information about Apple’s upcoming products, and they often manage to share details about what the tech giant is going to reveal.
But late last month, the Apple 9to5Mac product review site published what appeared to be official images of one of the new iPhones and the new Apple Watch, a complete first.
“As far as I remember, this is unprecedented,” wrote technology writer (and Apple fan) John Gruber on his blog.
And after much speculation about how he got the scoop, Brazilian developer Guilherme Rambo, of 9to5Mac, said on Twitter what technique he uses.
He said he had analyzed the web addresses that Apple used to host images of products advertised in his “special event” and deduced that this year’s were about to leave. That’s how it went.
“We managed to guess the iPhone and the Watch for the photos, Apple deleted them immediately when we published it,” he wrote.
Maybe next time the smartphone manufacturer keeps its secrets better .