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Apple has updated its iPhone XR and iPhone XS ranges yesterday for the iPhone 11 and iPhone 11 Pro models. Compared to last year's phones, there is not really much material to excite consumers. But that's good and I'm going to get there.
The two highlighting features of the iPhone Pro models are the new triple lens camera system and the battery life update. Apple claims that the iPhone 11 Pro lasts four hours longer than the model it replaces, while the iPhone 11 Pro Max lasts five hours longer than its predecessor.
Regarding the camera system, Apple is playing with Android phones with software and hardware. Samsung and Huawei are already selling phones with three cameras, while Huawei and Google have pushed low-light photography and digital photography to the next level over the last two years. I'm really interested to see how the new iPhone cameras compare to their Android rivals.
A new direction
These iterative upgrades give us an indication of the direction taken by Apple. It's no secret that the mobile phone industry has matured and consumers are not replacing their phones as often as five years ago. Apple understands this and is probably not interested in the revision of the iPhone every two years.
But how does he continue to grow if he can not sell you a new iPhone every year? It's moving to a service model, which Apple has already recognized in investor calls. What started with iCloud and Apple Music continues with Apple News Plus, Apple TV Plus and Apple Arcade.
The price of Apple News Plus was already advertised at $ 9.99 a month, but we were unaware of the prices of Apple TV Plus and Apple Arcade up to $ 9.99 a month. at the launch event of the iPhone 11, which is now set at $ 4.99 (AED 19.99) per month. For me, it was the biggest news of the launch event.
Apple has definitely set the selling price of these services and I think Apple TV Plus would have several takers at this price. To make this even more lucrative, Apple is offering a free one year subscription to Apple TV Plus for the purchase of any new iPhone, iPad, Mac or Apple TV.
It's all about software and services
Software and services are the most important areas of Apple's next growth era and we will see it become more aggressive on these fronts. There is no doubt that Apple will continue to market new hardware, but the primary focus of these devices will be to provide unparalleled experience to its software and services – quite the opposite for the company that created the software in order to be able to sell equipment.
In fact, Apple may soon start selling its products as a service. We already have clues about a future augmented reality device referenced StarBoard in iOS 13 and the technology needed to power such devices will evolve rapidly, year after year.
It would be wise for Apple to test this AR kit as a service and transfer all of its customers to a new platform on each iteration. This would completely eliminate the fragmentation of the platform and provide each user of this product with the best experience that Apple can develop.
It's quite different from its current business model, but Apple has shown us time and time again that she was able to reinvent herself. And this time, they even told us exactly how they would do it: only through innovation.
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