Technology

Apple ignores inflation in its new iPhones

The new series of phones includes four models, from the iPhone 14 starting at $800 to the iPhone 14 Pro Max starting at $1100. (Photo: Getty Images)

CUPERTINO — Apple on Wednesday unveiled new smartphones priced similarly to its previous two iPhone lines despite rampant inflation and component shortages, as well as new, more expensive watches.

The technology giant has not revealed fundamental changes for its phones, with the exception of the disappearance of the SIM card compartment, replaced by its digital version.

The new series of phones includes four models, from the iPhone 14 starting at $800 to the iPhone 14 Pro Max starting at $1100.

The group continues its strategy of expanding its huge user base with products that are considered some of the most reliable and intuitive on the market, as well as a range of accessories and services that encourage consumers to stay in the brand’s universe.

“The devices interact with each other like magic, and this creates a very tenacious ecosystem that keeps users in it,” analyst Carolina Milanesi of Creative Strategies told AFP.

South Korean Samsung is trying to do the same. They have made progress, but have not yet reached the same level,” she adds.

From January to June 2022, the US group sold 106 million smartphones, according to Canalys, representing 18% of the global pie, or 8% more than in a year.

Apple captured 66% of the $600+ smartphone market this semester.

“Apple continued to grow strongly in the first half of 2022 thanks to strong demand for the iPhone 13 — which was the world’s best-selling smartphone during that period — and the new iPhone SE (3rd generation),” Apple said, said Le Xuan Chew. . , this research firm.

According to the expert, this success is due, in part, to the maintenance of prices for the iPhone 13 and the diversification of its production in India, when China closed many factories to avoid infection with covid.

$800 watch

The iPhone 14 was touted as “faster than the competition,” with bigger screens, a longer battery life, and consistently better photo and video lenses in any light or stress.

These smartphones can send an SOS signal via satellite and detect car accidents to alert emergency services faster.

The in-person marketing event focused primarily on the latest generation of connected Apple Watch Series 8 (starting at $400) and the new entry-level Apple Watch SE (starting at $250).

“A strong dollar helps them keep prices down,” said Carolina Milanesi.

Apple, however, is returning to high prices with a new watch designed specifically for extreme sports, from diving to glacier hiking, the Apple Watch Ultra.

Its battery is speculated to start at $800 and can last more than two days – in case of optimized usage – unlike the brand’s existing models that don’t last one day.

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