Technology: Apple ignores inflation in its new iPhones

PublishedSeptember 7, 2022 at 10:01 pm

TechnologyApple ignores inflation in its new iPhones

On Wednesday night in California, the brand unveiled the iPhone 14, which retails for $800 in the US. And the watch is in the same price category.

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


Despite skyrocketing inflation and parts shortages, Apple on Wednesday unveiled new smartphones priced similarly to its previous two iPhone lines and new, pricier watches. The technology giant has not revealed any fundamental changes in 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, which will start at $800 (from 929 francs in Switzerland), to the iPhone 14 Pro Max from 1,100 dollars (from 1,299 francs in Switzerland). 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.

“High demand”

“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 (third generation),” said Le Xuan Chew. , from Canalys. According to the analyst, this success is due, in part, to maintaining the price of the iPhone 13 and diversifying its production in India, with China closing many factories to avoid Covid infection.

From January to June 2022, the US group sold 106 million smartphones, according to Canalys, representing 18% of the global pie, or up 8% year-on-year. Apple captured 66% of the $600+ smartphone market this semester.

The iPhone 14 was touted as “faster than any competitor,” with larger screens, a battery that lasts longer, and “increasingly better photo and video lenses, regardless of lighting and limitations.” These smartphones allow you to send “SOS by satellite and detect car accidents to alert emergency services faster.”

Specially designed for extreme sports

The in-person marketing event focused primarily on the latest generation of connected Apple Watch Series 8 (starting at $400 vs. 429 francs in Switzerland) and the new entry-level Apple Watch SE (starting at $250, 269 francs in Switzerland).

However, the brand is returning to high prices with a new watch designed specifically for extreme sports ranging from diving to glacier hiking, the Apple Watch Ultra, which starts at $800 (849 francs in Switzerland). Its battery is supposed to be able to last more than two days – in the case of optimized usage – unlike the brand’s existing models, which do not last one day.


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