Apple did the competition to the White House in recent weeks: there is an unprecedented number of leaks about the new products that will be presented this Wednesday at its annual launch.
So, unless there are surprises of the last minute – “one more thing”, as Steve Jobs said – we already have a pretty complete idea of what we can expect when Tim Cook takes the stage.
He will do so as executive director of the first US company to reach the value of one trillion dollars . And to keep the bar high, Apple will lean on the successes of the past, instead of presenting something totally new.
It is likely to see three new iPhones, Apple Watch and perhaps improved some or s iPads . At the end of last year, a rumor suggested that there could also be a cheaper laptop.
What we will not see, however, are some of the innovative jumps that some of Apple’s competitors promise.
Samsung plans to present a flexible cell phone later this year. OnePlus said that their new phone will have a fingerprint sensor on the screen. Huawei, which recently overtook Apple in global smartphone sales , is also working on its own flexible device.
But, of course, the strength of Apple lies in ignoring these emerging technologies until you feel it is time to integrate them into your products.
According to the company’s vision, it does not make sense to develop new technology just because. And that philosophy has been reinforced year after year.
The year “S”
“At this moment, the iPhone franchise is so strong that it seems almost untouchable,” says BBC analyst Ben Wood, an analyst at CCS Insight.
“Even in a time when rivals like Samsung have to expand the limits by developing new technology like screens that bend.”
Last year, it was the tenth anniversary of the launch of the iPhone and Apple fans expected a reinvention of the device. What they had was the iPhone X, which was not revolutionary but at least presented something new in the design.
He also put a higher price: US $ 999.
Expectations are not so high this time. It is what is known as an “S” year , when Apple does not make any major changes to its devices, except for some internal improvements.
And their new phones come with the letter “S” to make it clear.
An iPhone XS is coming. In addition, the leaks also suggest another larger version, one that converts the US $ 999 version into the “cheaper” version of the two.
That larger model could be called XS Max , a name that sounds more like protein powder supplement. But, anyway, I’m not a marketing specialist either.
The price of Apple’s shares rose dramatically when the company revealed that the price of the iPhone was going to rise.
There were some concerns. But Apple has already tested the waters with the iPhone X, the most expensive phone in its history. 12 months later, the answer to the question “Will people spending so much on an iPhone?”, According to sales statistics, it seems to be ” S i”.
With the XS Max we will see how far Apple can go in that aspect.
In addition to the XS and XS Max, there may be a cheaper version of the iPhone X . If so, that will mean that the start button, the one that made the iPhone recognizable instantly, will definitely cease to exist.
A new Apple Watch?
Although the iPhone is still Apple’s fundamental bet, judging from the company’s large profits, a growing part of its business comes from other areas, such as Apple Watch.
That product has not been a sales success since it was launched in 2015, but it is the best-selling smartwatch on the market.
And the leaks suggest that we could see a new Apple Watch with a somewhat larger screen and more sophisticated cardiac monitoring capabilities.
Three years after the launch of the original, I predict that the Apple Watch will have great sales this Christmas . The first users are prepared for the update and those who do not have one could be tempted.
Apple Watch sales are good for Apple’s business: it only works with an iPhone, of course.
How did the leaks occur?
Several rumor sites compete for pieces of information about Apple’s upcoming products, and they often manage to share details about what the tech giant is going to reveal.
But late last month, the Apple 9to5Mac product review site published what appeared to be official images of one of the new iPhones and the new Apple Watch, a complete first.
“As far as I remember, this is unprecedented,”wrote technology writer (and Apple fan) John Gruber on his blog.
And after much speculation about how he got the scoop, Brazilian developer Guilherme Rambo, of 9to5Mac, said on Twitter what technique he uses.
He said he had analyzed the web addresses that Apple used to host images of products advertised in his “special event” and deduced that this year’s were about to leave. That’s how it went.
“We managed to guess the iPhone and the Watch for the photos, Apple deleted them immediately when we published it,” he wrote.
Maybe next time the smartphone manufacturer keeps its secrets better .