By
Godfrey Benjamin
April 26th, 2024
According to the announcement, the iPhone 15 Pro can help to create “spatial videos” which make use of two of the device’s cameras to capture video in 3D.
Apple Inc (NASDAQ: AAPL) has announced the launch of its latest iPhone 15 series with features such as a titanium shell, a faster chip, and functionality for a better gaming experience. The company held its annual iPhone launch event on Tuesday, September 12 at Apple Park, the company’s headquarters in Cupertino, California.
In a surprising turn of events, the company did not increase prices as it unveiled the iPhone 15 and iPhone 15 Plus which come with USB-C charging and will retail for $799 and $899 respectively. Apple also unveiled the iPhone 15 Pro which starts at $999 and the Pro Max which starts at $1,199. The new devices are expected to hit markets such as the US, UK, and India on September 22, 2023, and are available for pre-order.
The tech giant revealed that customers can expect USB-C charging cables with both the iPhone 15 and its AirPods Pro devices. The move is an attempt to align with requirements from European regulators and will enable iPhone users to use the same charging cable used for their iPads and Macs.
The new USB‑C connector offers even more flexibility when charging and allows users to charge AirPods directly with the iPhone 15 lineup. Photo: Apple Inc
Carolina Milanesi, an analyst with Creative Strategies commented:
“I was expecting Apple to try and spin the all USB-C decision in certain way but they didn’t they were very matter-of-fact in the way they talked about it.”
She added that the shift “brought some differentiation to the iPhone Pro, because there’s faster throughput for data transfer. That is going to be valuable for people” who use the device for professional photography.
According to the announcement, the iPhone 15 Pro can help to create “spatial videos” which make use of two of the device’s cameras to capture video in 3D. Marketing lead Greg Joswiak stated that spatial videos will be viewable on Apple’s Vision Pro headset which is expected to hit markets early next year. The iPhone Pro also has a titanium casing, which makes it lighter and more durable than previous models.
The company’s decision to maintain prices comes amid a global smartphone market slump. Total shipping fell from 294.5 million phones to 268 million in the second quarter. Apple, which relies on the iPhone for over half of its product sales, was the least-affected smartphone manufacturer with sales dropping from 46.5 million phones to 45.3 million during the same period.
Bob O’Donnell, head of TECHnalysis Research commented on the steady prices, saying:
“I think both Apple and the carriers recognize that with consumers feeling pressure on their budget and the lack of dramatic changes it’s getting harder to convince people to upgrade. Keeping prices stable should help with that.”
Apple also announced the Apple Watch Ultra 2 – a watch designed to cater to users who take part in outdoor sports like cycling and diving. It has what the company claims is the brightest screen it has ever made. The Apple Watch Series 9 will start at $399 while the Ultra 2 will start at $799. Both will be available on September 22.
A new advanced display architecture pushes the maximum brightness of Apple Watch Ultra 2 to 3000 nits for greater readability in harsh sunlight. Photo: Apple Inc
In a bid to create more environmentally friendly products and become carbon neutral by 2023, the company has made several changes including stopping the use of of leather in its products. Environmental chief Lisa Jackson revealed that the company is replacing leather with a suede-like product called “FineWoven”.