Apple’s big reveal – the iPhone 13 – looks lucky to most

At its big event in September on Tuesday, Apple showed us how powerful chips backed by software and hardware integration and bespoke machine intelligence can deliver real added value to every user.

What Apple introduced

The company has apparently confirmed all of the pre-event rumors, introducing iPhones with a day’s battery life, accompanied by an unexpected star in the form of an A15 ipad mini powerful enough to be used for any mobile productivity task.

The company told us that iOS 15 will be available on Monday, September 20. The company also introduced a new Apple watch and a much better Entry-level iPad.

What Apple Said

Regarding the iPhone, Apple said:

“Our customers rely on iPhone every day, which is why we’ve made the iPhone 13 and iPhone 13 mini more powerful, better performing and more fun to use,” said Greg Joswiak, senior vice president of Apple’s global marketing.

“Both phones have beautiful designs, cutting edge performance and advanced camera systems with impressive computer photography features, all with incredible durability, water resistance and battery life to ensure that customers can rely on their iPhones when they need it. All of this, tightly integrated with iOS 15 and with built-in privacy, makes the iPhone 13 and iPhone 13 mini an unbeatable choice.

Regarding the iPad mini, Apple said:

“With its ultra-portable design and wide range of uses, from everyday tasks to creative and business applications, there is nothing but the iPad mini,” said Joswiak. “With a new all-screen Liquid Retina display, a massive increase in performance, new advanced front and rear cameras, Center Stage, USB-C, 5G and support for Apple Pencil, the new iPad mini is a huge step forward that can be held in the palm of your hand.

It’s all in the processor

Apple’s A15 Bionic processor underlies the top two announcements most likely to interest business users. The chip means Apple now sells the fastest smartphone ever, and also means the iPad mini has more than enough oomph (and a 5G connection) to make it a shoe for almost any mobile business. . Want to consult the manual when fixing a solar array? This lightweight device has what you need.

Balancing the iPad mini

The iPad mini receives Apple’s A15 Bionic processor and 5G.

“The new iPad mini is a major upgrade and arguably closer to Apple’s iPad Pro category given its design, support for the A15 Bionic chip, and a USB-C connector,” CCS analyst Ben Wood said directly after the event. “The iPad mini represents a significant opportunity for the iPad brand to expand deeper into the many industry sectors Apple already supports, such as aviation, healthcare and retail.

Recently disclosed references had suggested that the new chip would give the iPhone 13 the power it needs to perform 10-20% better than the iPhone 12 chip.

Turns out it was, with Apple bloating the chip with more cores.

You get almost 15 billion transistors, a new six-core processor with two high-performance cores and four high-efficiency cores. This makes the chip “up to 50% faster than the competition, the fastest of all smartphones, and handles demanding tasks smoothly and efficiently, while the new 4-core GPU is up to 30% faster. faster than the competition and allows for more realistic visuals and lighting effects in graphics-intensive games, ”the company said.

The new 16-core neural motor is capable of 15.8 trillion operations per second. This means faster machine learning, fast apps, and a plethora of machine vision enhancements, which endow the device with a camera nearly equal to high-end video capture devices.

It bodes really, really, well for the future of the Mac and the iPad Pro as well. The road to M-series chips with multiple cores can only end in the Mac Pro. Most business users might want to think about it.

But processors have to do something to be useful

Like Brian Roemmele observed after the event, in 1969, the global computing power was 66,700 operations per second.

The iPhone 13 (and, I guess, the iPad mini, which shares the chip), gives us 15.8 trillion operations per second in devices that you can tuck in your pocket. My calculator app tells me that means that the Apple device you put in your pocket now provides 236 million times the total calculation of the planet in 1969.

But power is nothing, if you don’t know what to do with it.

Apple likes to use the power it creates, which it did with the iPhone 13; it uses this processing power to deliver a day’s battery life and video and still photography capabilities that rival professional equipment.

This is the kind of processing power that your company’s internal and consumer applications can now harness, and it’s available on both the iPhone 13 (which, despite the emphasis on triskaidekaphobia before the event is a lucky number in some parts of the world) and the iPad mini.

It’s important to consider that much of what Apple told us at its launch event suggests that almost every feature of all of its devices is increasingly being augmented by machine intelligence, thanks to its powerful homemade chips.

It offers up to a day of battery life by intelligently controlling when power should peak and when it isn’t. And, of course, another useful part of the Apple chips is CenterStage, which makes for better video meetings – increasingly important in a hybrid desktop world.

OK, but what about the display?

Apple presented the display that everyone has been waiting for. The iPhone 13 Pro and iPhone 13 Pro Max feature Super Retina XDR with ProMotion display, which supports an adaptive refresh rate of 10Hz to 120Hz. That means fast frame rates when needed, a better battery life when screen speed is not needed.

Available in both 6.1-in. and 6.7 inches. sizes, the new screen operates a more efficient OLED panel. Apple calls it the brightest screen ever on an iPhone with up to 25% higher maximum outdoor brightness, at 1,000 nits. In use, of course, that means better resolution, color, and contrast whatever you do with your device.

Pro Motion on iPhone is dynamic and adjusts from 10Hz to 120Hz depending on the content it displays. This means you get fantastic visual performance when you need it, but you don’t slow down your battery life when you don’t.

The iPhone 13 and 13 mini’s Super Retina XDR OLED displays offer a 28% increase in maximum outdoor brightness at 800 nits, with higher maximum brightness for HDR content like photos and videos at 1200 nits, while still being more energy efficient.

The cold truth is that while critics of the company will always claim that Apple should have released these displays years ago, this is, was, and always will be, a supply chain issue.

Apple sells a lot of phones and needed a supplier (in this case Samsung, I think) who could manufacture these displays in sufficient quantity and with consistent quality for the tens of millions that it intends to sell.

Operators want to get you hooked on 5G

One last to take away.

Before the introduction, we know that many existing users were trade in their existing iPhones to earn some money for new devices.

What makes this more interesting is that while the interest of Android users before release has declined unlike the last model, 18% of them were consider upgrading to iPhone, while 44% of existing iPhone users were also thinking about the new device. In the meantime, recent Counterpoint data tells us that Apple still has over 50% of the global premium smartphone market, followed by Samsung and Huawei (both in decline). Apple leads the category in all regions.

There has been a lot of speculation that one of the reasons for the iPhone 12’s success is that Apple has been able to strike good deals with carriers as networks fight to promote 5G. Apple’s decision to bring 5G to the iPad mini and expand support for the standard to other countries and regions is a step in this direction.

Now it looks like the company is hoping to ride that wave – which should have a big impact on corporate purchasing, assuming carrier deals extend to upgrades and fleet purchases.

The signs are good. After the announcement, AT&T announced plans to give new and existing AT&T customers the option of getting a new iPhone for free..

“They can take advantage of the following iPhone 13 deals with a qualifying trade-in, on an unlimited plan and purchased in installments,” read a media advisory shared with me.

These deals mean you can get an iPhone 13 Pro or mini at no upfront cost, or an iPhone 13 Pro Max or iPhone 13 for $ 99 up front. Cricket Wireless will offer the iPhone 13 lineup starting September 24, the company said.

In the event that carriers elsewhere in the UK and around the world choose to offer equally tempting deals, then most business users have a real opportunity to upgrade.

“While new camera features, better battery life, and other tech specs are making headlines, arguably the biggest story is the impressive trade-in prices offered by Apple and its partners. Buyers Americans who trade in the old iPhone can get up to $ 1,000 for a new model and we expect similar deals in other markets around the world, ”said Ben Wood, CCS analyst.

“This is a major competitive advantage for Apple, and it has the potential to increase the residual value of iPhones, which are already the highest in the market thanks to the ruthless consistency of Apple’s products and multi-year software updates. “

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Copyright © 2021 IDG Communications, Inc.

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