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A decade ago, Tim Cook took the stage at Apple’s Cupertino, California, headquarters, ready to lead his first event as the company’s newly installed CEO. He was about to announce the company’s then-new iPhone 4S, which superficially looked similar to the iPhone 4. Apple signaled its low enthusiasm by leaving the usual pomp and circumstance of a huge announcement hall filled with thousands of developers, partners and journalists. choosing a more intimate one instead 300-seat Town Hall site on campus.
Still, Cook was adamant. “It’s an extraordinary time to be at Apple,” he said while opening the program. “Today, we will remind you of the uniqueness of this company.”
Shortly after, the company said it took 1 million orders for the iPhone 4S in the first 24 hours of sales, compared to 600,000 for the iPhone 4. The iPhone 4S more than doubled the opening weekend sales of its predecessor.
Ten years later, Apple finds itself in a similar position, announced Tuesday .
The device is a follow-up to last year’s major redesign for the iPhone 12. And unlike the iPhone 4S, whose new Siri voice assistant became the media Dear in part for your quirky jokes — “Two iPhones run at once…” — The iPhone 13 looked virtually identical to the prior iteration and focused on incremental improvements in features like camera and battery life.
In the hands of another company, this could be a shrug-worthy release. But at Apple, it’s part of a formula for successful iPhone launches that attract customers. A decade ago, in what critics called this “reality distortion zone,” Apple co-founder Steve Jobs appeared to have made people lust for his company’s products. Even after all this time, the magic of interest and conversation is still there, even if the enthusiasm has waned.
“The company is introducing enough new features to meet consumer demand,” ben woodAn analyst at CCS Insight wrote in an analysis of the incident. “Apple has a proven and profitable outlook that it appears to be able to maintain over the long term.”
Ironically, the notion of magic is supported by an incremental and, arguably, boring upgrade path with some major leaps in technology. Yet it has won out against rivals who have tried everything from taking the iPhone straight with flagships like the iPhone.for wacky new ideas like this Or Line.
The iPhone 13, by comparison, isn’t much different from the iPhone 12, iPhone 11, or iPhone 10 in terms of its size and function. It’s fast, for sure, and it offers better cameras. The iPhone 13 Pro has 3X optical zoom, but it’s just an improvement on an existing feature.
It lacks the tricks or gee-whiz futuristic appeal of the Samsung Galaxy Z Fold 3, but Moor Insights & Strategy Analyst Patrick Moorhead Said that this phone doesn’t make much sense for buyers when some companies are innovating on the tried-and-true design of a glass screen on a metal body.
“Smartphones are mature, and in a country that doesn’t have a lot of innovation outside of Samsung, people say, eh, that’s cool enough,” he said.
not much change
At first, it would be difficult to spot any outward differences between the iPhone 13 and its predecessor. There’s a slightly (20%) slim notch at the top that you won’t really notice unless you stack an older iPhone next to it. The iPhone 13’s two camera lenses are stacked diagonally versus the iPhone 12 stacked one on top of the other.
Oh, there’s a new color: pink.
Instead of focusing on looks, Apple spent much of its time talking about the camera, including a new Cinematic Mode with adjustable focus and a number of new computational photography tricks to help with movies, low-light photos, and image stabilization. Are included.
While Apple fans and the media may knock Apple for the incremental changes, most consumers upgrading from a 2- or 3-year-old iPhone will be happy. For them it will be a huge upgrade in processing speed, screen quality, battery life and camera quality.
“While none of this is unprecedented, it adds up to create a dramatically better experience for consumers who are upgrading after two to four years,” said avi greengart, an analyst at Techsponential.
The iPhone 13 wasn’t the only product that retained the same look and feel as the previous model. Apple started the 80-minute presentation with the new ninth-generation iPad, which looked identical to the previous generation.
Apple brought out a new 8.3-inch iPad mini — the first in two and a half years. But its biggest selling point seemed to be that Apple scaled down last year’s iPad Air, removed the Home button and reduced the bezel to fit the larger screen. It comes with an upgraded 12-megapixel front-facing camera for better FaceTime video chat, support for the second-generation Apple Pencil, a Touch ID fingerprint unlock feature built into the power button, and a.
The only device that got a significant facelift was the Apple Watch Series 7, which got a slightly (1 mm) thicker body and thinner bezels to make for a bigger display. Over the years, the Apple Watch has been known to pick up on new health features like the electrocardiogram, but this year’s model relies on a new body and incremental upgrades like faster wireless charging, impact resistance, and dirt resistance.
“It doesn’t matter if Apple makes only minor redesigns to its wearables, as the company’s strong brand and customer loyalty will sustain their popularity,” said GlobalData analyst Roopantar Guha.
a different place
When Cook unveiled the iPhone 4S, Apple could do no wrong. Along with other tech giants, it was the darling of American industry.
The iPhone 13 comes in a different environment. Lawmakers are looking into whether Apple exercises too much control over its App Store, to the point of squashing competition. It won a mixed victory against Fortnite publisher Epic in a legal battle over app commissions, which will likely continue, given that Epic has indicated its willingness to appeal the decision. The company is also facing criticism internally, with the #AppleToo movement driven by employees hoping to push to fix what management sees as a toxic workplace culture.
None of those issues came up during Tuesday’s presentation, which focused on the hardware, services and ways Apple’s products help its customers.
And while it’s unclear whether the backlash facing Big Tech — which has also toppled Google, Facebook and Amazon — will have an impact on sales orWe are far from the days when customers, partners and developers used to blindly worship iPhones at the altar.
It’s a different kind of “extraordinary time” for Apple and perhaps not even a cook could have expected.