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To boost growth, Apple has raised its prices. Unit sales of the iPhone were roughly flat in the last quarter compared to the previous year, but iPhone sales rose 20% to $ 29.9 billion. Something else that has increased by 20%? The average selling price of the iPhone.
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Jim Wilson / The New York Times
By becoming bigger and more expensive, Apple is not only trying to stimulate growth with prices, but also by encouraging customers to use their devices even more. Research shows that consumers with larger smartphones use more devices, especially to do things like watching movies and playing games.
It's good for Apple. A key element of the company's growth strategy is to make existing iPhone owners pay for more services on their phones, such as Netflix and HBO. For each subscription purchased through its App Store, Apple reduces 30% the first year and 15% each year. This bet seems to work: Apple's service revenues increased 31% to $ 9.55 billion in the last quarter.
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Jim Wilson / The New York Times
– Jack Nicas
More colors for the entry-level iPhone.
Apple has introduced the iPhone XR, an entry-level model with a 6.1-inch display. The device, which comes in a wider variety of colors, including white, black, red, blue and yellow, costs $ 749 and is as fast as the XS models presented above. It also has a slightly larger screen than the 5.8-inch iPhone XS.
Here are the main features of the XR: It has a single lens camera, unlike XS models, which have dual lens systems. It also uses the LCD screen, a screen technology less expensive than the OLED used for the XS, and is made of aluminum, unlike the glass of which are composed the high-end phones.
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Jim Wilson / The New York Times
– Brian X. Chen
iPhone XS? How do I pronounce that?
The iPhone is already old enough to understand how to call new releases every year. Last year, on the 10th anniversary of the device, Apple jumped the iPhone 9 and went straight to the iPhone X. (But they did not say "X.")
This year, X has created a delicate situation for Apple. The company has generally added an "S" in the name of the second iteration of each generation of phones, such as the iPhone 5S, 6S, etc.
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Jim Wilson / The New York Times
But this year, that meant calling the iPhone XS. It does not matter that XS is an abbreviation for extra small – not an adjective that Apple wants for its $ 1,000 phones – but say "XS" out loud. In the age of smartphone addiction and devices that cost as much as some refrigerators, "iPhone Excess" may not necessarily be ideal for the brand.
Instead, the new iPhone XS is pronounced "iPhone 10S" or, as the public quickly understood, "iPhone Tennis".
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Jim Wilson / The New York Times
Now add the new iPhone XS Max to the mix and you have "iPhone Tennis Match".
– Jack Nicas
Discover the largest iPhone ever created.
Apple has quickly unveiled the iPhone XS, a high-end model with a 5.8-inch display and the iPhone XS Max, a new premium widescreen model with a screen 6.5 inches. The iPhone XS Max (what a mouthful!) Is the largest smartphone of the company.
XS models are typically accelerated versions of last year's iPhone X, the first Apple model at $ 999. Apple has focused on advanced processor, durable glass and Super Retina OLED screen with a wide range of colors.
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Jim Wilson / The New York Times
It's obvious that Apple and other phone makers like Samsung are continuing to increase the size of their phones: telephones with larger screens are selling well. When presented with the choice between a small phone and a larger one, most people go with it. It sounds like the way everyone wants a big screen TV.
For mobile phones, there are compromises. On the one hand, larger phones are more difficult to use with one hand. With last year's iPhone X 5.8 inches, it's hard to hit your thumb on the screen to hit a keystroke or press a button in an app. These trade-offs will likely persist in these new models.
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Jim Wilson / The New York Times
Larger screens pose an important question about design and usability. Will Apple do a lot in the near future to improve the use of one hand while its devices keep getting bigger?
When Apple's screen sizes began to grow with the iPhone 6 in 2014, the company released a software shortcut called Reachability, allowing users to double-tap the main button to lower the top of the screen. 'screen. This feature still exists for brand-new iPhones, but the lack of a Home button makes it more difficult to use – instead of double-clicking the Home button, you now slide from the bottom of the screen. I often accidentally press a button inside an app when I try to retrieve accessibility, which can be frustrating.
Announces the iPhone Xs Wednesday
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Jim Wilson / The New York Times
– Brian X. Chen
Apple Watch is becoming more of a health device.
Apple has introduced a new version of its watch, called the Apple Watch Series 4, which it has designed to be more of a health aid.
This is the first time that the company has redesigned the device since its launch in 2015. The new watch is slightly thinner than the previous version, but the black frame around the screen – what The so-called "glasses" – has been removed to create a larger display area.
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Jim Wilson / The New York Times
Significantly, Apple said the new watch has a faster processor and better health and motion sensors. For example, the watch can detect when a wearer has fallen, a leading cause of injury. If you have fallen, the watch is designed to prompt you to alert the emergency services; If it detects no movement after one minute, it automatically calls. The watch can also perform a heart rate test called an electrocardiogram, which alerts you to disturbing heart rhythms.
Apple said the new watch would be the first over-the-counter ECG device available to consumers and approved by the Food and Drug Administration.
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Jim Wilson / The New York Times
The new features of the device will undoubtedly increase the dominance of Apple on the category of smart watches. When the watch was launched for the first time, critics and consumers were confused as to its usefulness. Over time, Apple has fine-tuned the device to focus on its health and fitness capabilities. Now the story is clear: get this watch, if you want to live.
The Apple Watch will be available in several colors and strip styles; the watch straps of the older watch models will work on the new model. The watch starts at $ 399. Delivery will start on September 21st.
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Jim Wilson / The New York Times
– Farhad Manjoo
Did Tim Cook really tweet that?
A few minutes before the start of the event, Tim Cook, the company's general manager, posted a tweet that appeared to be an erroneous direct message: "No. Who can get it quickly here? He quickly deleted it, but not before it was liked more than 2000 times.
Fans and Apple fans on Twitter have been taken aback with jokes and speculation. The Cult of Mac blog m said: "Tim Cook just tweeted and removed something weird. Could be worrying for today 's speech. "
Then the lights went off, the huge screen behind the stage went on and the "Mission Impossible" theme started playing. A video shows an Apple employee with a briefcase running across the company's campus to Steve Jobs Theater. She handed it to Mr. Cook and the briefcase was revealed to contain his slide show selector.
No, Mr. Cook has not screwed up in front of an event as carefully choreographed. The tweet was a marketing move.
Joke on us! Figured Cook would not have failed. https://t.co/d6j9o6oWD1
–
Mark Gurman (@markgurman)
September 12, 2018
– Jack Nicas
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