It seems we never go that long without Apple updating its devices and it’s just done it again.
A slew of new devices were launched at its annual product conference in California today.
Apple announced four new phones, new AirPods and a new Apple Watch, but behind all the details what are the key things to take away from today’s latest Apple news?
Here are the five things that really stood out to me.
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Prices are down
In the midst of a cost-of-living crisis, Apple could easily have published Australian prices that were exactly the same as the iPhone 15 from 2023.
No, the prices are down – $100 less at the entry level.
This is despite the AI functionality and the larger screens, and I think it shows a genuine basis in their pricing over recent years which has fluctuated – they say based on currency, well, that’s worked out in our favour today – bravo Apple.
Prioritising software, not hardware for the sake of it
A couple of Apple’s biggest announcements today were the possibility of sleep apnoea detection on an Apple Watch and the use of AirPods Pro 2 for clinically proven hearing tests, even using them as hearing aids.
Those features need approval from health regulators, but regardless it should be admitted that rather than releasing a new physical product with this “capability”, Apple chose to make the feature backward compatible with a product already on the market.
Another win for consumers.
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Pro level cameras
The iPhone 16 Pro cameras are capable of some pretty impressive stuff: 48-megapixel macro photos, 4K video at 120 frames per second and even an audio feature called audio mix that can identify parts of an audio track so the audio focus point can be determined after the fact.
Plus, the smaller (it’s 6.3 inches) iPhone Pro model now has the 5x zoom previously seen on the iPhone 15 Pro max.
Standardising controls
Apple has made new features range-wide and some older features run across the range.
The action button, which replaced the mute toggle, is now on the iPhone 16 and 16 Plus, while all four models get the brand new camera control button which offers new camera features never before seen on an iPhone.
It’s good to see things available across the range to democratise the technology.
Actually useful AI
I’ve seen reports today from global analysts that Google’s AI is better than Apple, or that ChatGPT is better than Apple Intelligence.
Well, let me tell you, they are misguided – comparing Apples to oranges, as the old saying goes.
Apple Intelligence is about knowing you, knowing your phone, and helping you.
I’ve been testing it and it’s remarkable and far more “in your face” than any other consumer device AI.
No, it probably can’t generate an essay as well as ChatGPT or perhaps its image creation is below other standards, but on other consumer devices AI is something you go searching for and use, on an iPhone it’s something that is there, presenting itself to you where it can help.
It won’t be available on day one of the iPhone 16, which will confuse some people and annoy some.
But after a year of Apple Intelligence, we’ll look back and see they are the leaders and others copied them.
Apple’s iPhone 16 range goes on sale September 20.
Trevor Long travelled to the USA as a guest of Apple Australia.
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