The rural-focused products will test whether Apple’s relatively affluent clientele will continue to spend in the face of rising inflation. The prices of the high-end iPhone 14s are the same as last year’s iPhone 13 models. But Apple has dropped its cheapest option, the iPhone mini, meaning the cheapest model now costs $100 more than last year. The iPhone 14 will start at $799 and the iPhone Plus at $899 and will be available for pre-order from September 9. The iPhone Pro will cost $999 and the iPhone Pro Max $1,099 and will be available on September 16. Apple CEO Tim Cook looks at a new iPhone 14 Pro during a special Apple event on Wednesday. — AFP “It’s interesting that they’ve essentially decided to hold prices despite inflationary pressures,” said DA Davidson analyst Tom Forte. “The decision or strategy is that Apple believes it can maintain profit margins by discontinuing a lower-priced device in the line.” Apple said its satellite SOS will work with emergency responders. It also said that in some cases, users will be able to use the FindMy app to share their location via satellite when they have no other connectivity. The service will be free for two years with the iPhone 14. Apple hasn’t said what will happen after that. Shares of Globalstar Inc jumped 20 percent on Wednesday after the satellite services company said it will be the satellite operator for Apple’s SOS emergency service. Apple will pay for 95% of the approved capital expenditure on the new satellites it would need to support the service, but Globalstar said it would need to raise additional debt to build and develop the satellites. The stock had gained nearly 70% from mid-June to Tuesday’s close on speculation of a partnership with Apple. Other companies are working on similar functions. SpaceX founder Elon Musk said last month that he is working with T-Mobile to use Starlink satellites to connect phones directly to the internet. Apple’s iPhone 14 Plus model will have a larger screen like Apple’s iPhone Pro models, but an A15 processor chip like the previous iPhone 13.
Apple watches
The Cupertino, California-based company also unveiled a trio of new Apple Watches, including a new Watch Ultra model aimed at extreme sports and diving and designed to challenge sports watch specialists like Garmin and Polar. “Apple is competing for a segment of consumers that is already highly loyal to its existing products and suppliers and will need to prove itself over time,” said Canalys analyst Runar Bjorhovde. The new Apple Watch Ultras are shown during a new product launch event at Apple Park in Cupertino, California. — AFP The Ultra has a bigger battery to last in events like triathlons and better waterproofing and temperature resistance for outdoor operation, as well as better GPS tracking for sports. The new Watches include an upgraded budget model called the SE and a Series 8 watch with collision detection and low power mode for 36 hours of battery life. The Series 8 with cellular will start at $499 and the SE will start at $299 with cellular. The Ultra, which includes cellular in its base model, will start at $799 and be available on September 23. Apple said the new Series 8 watch has a temperature sensor that will work in conjunction with its previously released cycle tracking app to retroactively detect ovulation. The company emphasized the privacy approach of its cycle tracking. Data privacy and reproductive health have become a focus for tech companies following the US Supreme Court’s decision that ended the constitutional right to abortion in the United States. Apple said it does not have the key to decrypt health data such as cycle tracking.
AirPods
Apple also said that the second generation of AirPods Pro will double the amount of noise cancellation compared to the original version. But while accessories like the Apple Watch have driven sales from Apple’s existing user base, the iPhone remains the bedrock of its business with 52.4% of sales in the most recent fiscal year. Apple shares rose 0.8% after the presentation, lagging the S&P 500’s 1.8% gain for the session. Apple didn’t give any hints or previews of the mixed reality headset on Wednesday. The device is expected to feature cameras that pass the view of the outside world to the user, while simultaneously overlaying digital objects on the physical world. Analysts don’t expect the device to launch until next year at the earliest. A competing handset called Project Cambria is in the works from Meta Platforms Inc, which is spending billions of dollars on the project.
