Apple has introduced the iPhone SE and a smaller iPad Pro two product
additions.
Tim Cook colored his future consolidated at the end in nostalgia:
40 years old is Apple now and this press event was the last on the old Apple
Campus, told the CEO. Next year we'll have in the new building (commonly
"giant spaceship" called) be.
It was the only glimpse of the future: Everything else that
Cook had introduced in the 62 minutes earlier, were simply updates old models -
a classic March presentation before come the real innovations in the fall.
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iPhone SE
DISPLAY
An iPhone 5S with the art of iPhone 6s: Apple covers the
bottom of the premium segment and has learned from his mistakes. Unlike the
colorful entry-level phones 5C you pack not weak art in a colorful case and
stuck a fat price tag on it. However, the US price of 399 dollars provided
without taxes in Germany with tax and a currency surcharge: 489 Euro costs here
the 16-gigabyte version (589 euros for 64 gigabytes, delivered each March
31st).
The iPhone SE overtakes the iPhone 6 technically, for
example when the camera (12 megapixels), but it lacks features of 6s as 3D
touch (the quasi-right-click). The 4-inch phone that also includes an NFC chip
for payments, aimed at current owner of the 5-series, but also in the emerging
middle class in India and China. Two questions arise:
What is the proper technical equipment for the margins that
Apple can normally make money?
How big is the market for exchange-willing, when autumn
comes the iPhone 7?
The expectations for the next regular Apple smartphone,
which is with the expected 750 Euro probably cost upwards almost double, have
risen again this Monday. For Apple, however, the buffer Phone SE could at least
stabilize revenues in the coming quarters so that the comparison with the
successful 2015 not quite as brutal looks.
iPad Pro
The iPad-series has for quite some time - at least for Apple
ratios - sales problems, sales decline quarter by quarter. Now one animated
with the 9.7-inch size, the format of the classic iPads (last iPad Air 2) again
and married it with the iPad Pro, which was aimed at professional users. The
starting price is 689 euros for the 32-gigabyte model significantly lower than
that of the larger original and to the average Joe users bring to redeem PC to
a tablet, preferably with additional pen and keyboard.
The adjustment of the screen colors to the ambient lighting
is the only novelty, they should also be incorporated in the next iPhone. at
least not as long as there are no apps or features that give the device a
unique selling point - no one expects that the iPad with such gimmicks and
prices again a best seller is. Nothing changed about that.
Apple Watch Bracelets
Furthermore, it is unclear how well the Apple Watch is sold,
also on Monday named Tim Cook no figures. Those who had been waiting for a new
version was expected to be disappointed - the second generation of Apple Watch
is expected later this year. A fashion update in the form of new bracelets has
Apple missed his watch, to slightly lowered some prices. That's not much, but
the market is still young. And Apple has solely by the brand name one
advantage: Every second consumer who wants to buy a watch, toying with the
Apple Watch. The question is whether the market will be great in the end enough
for Apple to meet the saturation in the smartphone market with successes in
this new category.
Apple and the FBI
Recycling, Medicine Notice - these were the three keywords
to the Apple knits his story from the friendly Super Group. On Tuesday, the
first court hearing on the dispute with the FBI to the iPhone encryption should
be - but the Justice Department requested on Monday afternoon shift, because
you've probably figured out by a "third party", as one could access
it without Apple's help on the phone.
CEO Cook said in his presentation again the relevance of the
debate: "For many of us, the iPhone is an extension of ourselves."
Apple unless its customers and the state ought to protect personal information:
"This is a matter that affects us all and we will not take responsibility
of our distance."
Apple is going to need the Supreme Court of the United
States. There, it was announced on Monday, is the way soon on another case: The
patent dispute with rival Samsung.
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