Apple on Wednesday introduced new smartphones, priced similarly to the previous two iPhone lines, despite runaway inflation and component shortages, and new, more expensive watches.
The technology giant has not revealed any fundamental changes for its handsets, except for the disappearance of the compartment for the sim card, replaced by its digital version.
The new series of phones includes four models, from the iPhone 14, which will start at $800, to the iPhone 14 Pro Max, which will start at $1,100.
The group continues its strategy of growing its huge user base thanks to products that are considered to be among the most reliable and intuitive on the market, and a galaxy of accessories and services that encourage consumers to stay in the brand’s universe. .
“Devices interact with each other like magic and this creates a very sticky ecosystem, which keeps users within it”said analyst Carolina Milanesi of Creative Strategies.
From January to June 2022, the American group sold 106 million smartphones, which represents 18% of the global cake, or 8% more over one year, according to Canalys.
Over this semester, Apple has captured 66% of the market for smartphones worth more than 600 dollars.
“Apple continued to grow strongly in the first half of 2022 thanks to solid demand for the iPhone 13 – which was the best-selling smartphone worldwide over this period – and the new iPhone SE (3rd generation)”, noted Le Xuan Chiew, of this research firm.
According to the expert, this success is due in particular to the maintenance of the prices of the iPhone 13 and the diversification of its production in India, when China closed many factories to avoid any contamination with covid.
The iPhone 14 was introduced as “faster than all the competition”with bigger screens, a longer battery life and ever more powerful photo and video lenses whatever the light or the constraints.
These smartphones can send SOS by satellite and detect car accidents to alert emergency services more quickly.
The face-to-face marketing event focused primarily on the latest generation of smartwatches, the Apple Watch Series 8 (starting at $400), and a new entry-level model, the Apple Watch SE (from $250).
“The strong dollar makes it a little easier for them not to increase their prices”remarked Carolina Milanesi.
Apple is, however, returning to high prices with a new watch designed specifically for extreme sports, from diving to hiking in glaciers, the Apple Watch Ultra.
Marketed from 800 dollars, its battery is supposed to be able to last more than two days – in case of optimized use – unlike the brand’s existing models which do not last a day.