What will Apple announce at its September 12 event? My predictions on the new iPhone XS and iPhone XS Max

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The expectations around the Apple event on September 12 are curious. From one side of the coin, Apple is expected to double the technology contained in last year 's iPhone X handset, with a basic mode update, a phablet format version to increase the number of users. public appeal and a less expensive model to replace the four-year-old iPhone 4 Design. The other side looks at Apple's approach of gradually upgrading the product line to keep the loyal followers engaged as it struggles to cope with the rise of Android innovation without take any risk that could disrupt Golden Goose's sales.

The faithful will be very excited with the new handsets. Each increased specification, each bigger screen, every additional gigabyte of storage will be an encouragement to take up the challenge of the Steve Jobs Center – as if none of the news was really new to those who paid attention to it.

But the annual sales of iPhone continue to remain stuck in the window of 200 to 210 million handsets a year. Apple does not reach new markets with significant success. Can this year change this script? Even if it is possible, will Tim Cook play guaranteed handset sales in his hand for the potential of the "super cycle" of iPhones?

Last year, the choice of "iPhone X" as the title of the tenth anniversary smartphone returned to successful products such as OS-X, but also caused many people to wonder what would happen with the next family of handsets. Could it be the iPhone 11? iPhone Xi? iPhone X2?

The answer seems to be the old trick of adding an "S" to the handset. It started with the iPhone 5S, indicating the internal elements updated, but not updating the design. Following this, the iPhone 6 and the iPhone 6S continued the tradition. By retaining the design, the iPhone 7 has broken this chain, and the iPhone 8 has buried the links.

Tim Cook has taken a step back and the iPhone X tracking will be the iPhone XS, reinforcing the idea of ​​a small update so that the specifications of the chips remain in phase with the competition. Curiously, the version in phablet format will not be the iPhone XS Plus, but should be the iPhone X Max. While the West gets the suffix "plus" to mean "phablet", using "max" is a new tip in the US and Europe, but it's a common claim in the BRIC countries. Watch for this naming convention for marketing strategies.

From a design point of view, do not expect iPhone X from last year to change too much. There is no doubt that a thinner phone, lighter materials and perhaps "more space for the battery", but in terms of new technology, the iPhone XS seems to come out of ideas. While the rest of the industry is working on improved fingerprint recognition with easier access (via the display), Apple will continue to rely solely on FaceID.

Last year's iPhone X had a new technology to use. While wireless charging has been added to Solution X (and iPhone 8 and 8 Plus), the Apple AirPower wireless charging solution is still not available to the public. Fortunately, the handsets are compatible Qi, but the new world of wireless technology from Apple has been sprayed for 12 months. Hoping that this launch will see practical implementations available to consumers.

Then there is the iPhone XS Max. Actually, a larger screen than the iPhone XS, Apple may add some hardware changes to the "Max" model to help it stand out, but do not expect more than a bigger screen and more space for the battery (this will be necessary to power the big screen). An addition may be in the telecom circuit. It is likely that Apple's first dual-card iPhone will be the iPhone XS Max, but availability could be limited to BRIC territories … which explains the change of name from Plus to Max.

The big news will of course be the "cheapest iPhone X model" because Apple is looking to position its third-level model as a "budget" iPhone X. The 6.1-inch armored model will echo the iPhone XS, but with a less expensive LCD. Compared to the iPhone XS and the XS Max, it will be cheaper, and it will probably be "better value for money" than the iPhone 8 that it replaces.

But this is not the successor of the iPhone SE (although do not neglect a bump of specs, Apple may retain some presence in the price range of $ 400), the alleged name of the iPhone XR succeeds the iPhone 8. to the upscale, resulting in an increase in average revenue per customer and an increase in revenue from Apple. When your sales are static from one year to another, earning more money per customer is vital for Apple. He can not go on forever, but maybe Tim Cook will have another year before everyone realizes he's following Ballmer's book.

With minimal technology updates in the iPhone lineup, expect Tim Cook and his team to complete the presentation by touring Apple's (and life-saving) cloud services and growing peripheral business.

The biggest update should be at Apple Watch. The fourth version of the smartwatch is arguably Apple's greatest achievement in recent years and one of the few areas that Tim Cook can legitimately claim. The notebook is not standalone and requires a connection to an iOS device (helping to maintain that average revenue per user) and has evolved into a more fitness-focused remote product and remote control.

Expect the focus to be on connecting to Apple Health and cloud-based analytics on the data that can be done on your own data. Yes, there is a new Podcasts application and some media controls, but expect that they remain closely related to the iOS device associated with Apple Watch.

The iPad Pro lineup is awaiting an update for the Christmas quarter. It may or may not be revealed here, and I think its appearance (and that of any macOS-based product) boils down to the amount of scene time that the iPhone will receive. If Apple will explain every little detail of the updated handsets (hoping that the press does not compare it to the standard charge on an average to high-end Android smartphone), then the iPad Pro will be relegated to the background. October event or unobtrusive deployment on the Apple site in the fourth quarter.

As for the outside bets, there is always a lot of chatter around a new MacBook design to match the finer designs used by other manufacturers. This could be a reworked MacBook, or resuscitation of the MacBook Air brand.

An update of the Mac Mini, designed to meet the high demands of graphic work, is also on the "take a quick look" support. That would be nice, that would be welcome, and a real update of a beloved classic. Done correctly, it could be the most surprising "One More Thing …" over the past decade.

I do not hold my breath for this surprise. Or any other surprise. Tim Cook, Apple, has played the card and has taken small steps to compete in recent years. He will not think differently anytime soon.

Read more about the pre-order and the release date of the iPhone XS and the iPhone XS Max …

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The expectations around the Apple event on September 12 are curious. From one side of the coin, Apple is expected to double the technology contained in last year 's iPhone X handset, with a basic mode update, a phablet format version to increase the number of users. public appeal and a less expensive model to replace the four-year-old iPhone 4 Design. The other side looks at Apple's approach of gradually upgrading the product line to keep the loyal followers engaged as it struggles to cope with the rise of Android innovation without take any risk that could disrupt Golden Goose's sales.

The faithful will be very excited with the new handsets. Each increased specification, each bigger screen, every additional gigabyte of storage will be an encouragement to take up the challenge of the Steve Jobs Center – as if none of the news was really new to those who paid attention to it.

But the annual sales of iPhone continue to remain stuck in the window of 200 to 210 million handsets a year. Apple does not reach new markets with significant success. Can this year change this script? Even if it is possible, will Tim Cook play guaranteed handset sales in his hand for the potential of the "super cycle" of iPhones?

Last year, the choice of "iPhone X" as the title of the tenth anniversary smartphone returned to successful products such as OS-X, but also caused many people to wonder what would happen with the next family of handsets. Could it be the iPhone 11? iPhone Xi? iPhone X2?

The answer seems to be the old trick of adding an "S" to the handset. It started with the iPhone 5S, indicating the internal elements updated, but not updating the design. Following this, the iPhone 6 and the iPhone 6S continued the tradition. By retaining the design, the iPhone 7 has broken this chain, and the iPhone 8 has buried the links.

Tim Cook has taken a step back and the iPhone X tracking will be the iPhone XS, reinforcing the idea of ​​a small update so that the specifications of the chips remain in phase with the competition. Curiously, the version in phablet format will not be the iPhone XS Plus, but should be the iPhone X Max. While the West gets the suffix "plus" to mean "phablet", using "max" is a new tip in the US and Europe, but it's a common claim in the BRIC countries. Watch for this naming convention for marketing strategies.

From a design point of view, do not expect iPhone X from last year to change too much. There is no doubt that a thinner phone, lighter materials and perhaps "more space for the battery", but in terms of new technology, the iPhone XS seems to come out of ideas. While the rest of the industry is working on improved fingerprint recognition with easier access (via the display), Apple will continue to rely solely on FaceID.

Last year's iPhone X had a new technology to use. While wireless charging has been added to Solution X (and iPhone 8 and 8 Plus), the Apple AirPower wireless charging solution is still not available to the public. Fortunately, the handsets are compatible Qi, but the new world of wireless technology from Apple has been sprayed for 12 months. Hoping that this launch will see practical implementations available to consumers.

Then there is the iPhone XS Max. Actually, a larger screen than the iPhone XS, Apple may add some hardware changes to the "Max" model to help it stand out, but do not expect more than a bigger screen and more space for the battery (this will be necessary to power the big screen). An addition may be in the telecom circuit. It is likely that Apple's first dual-card iPhone will be the iPhone XS Max, but availability could be limited to BRIC territories … which explains the change of name from Plus to Max.

The big news will of course be the "cheapest iPhone X model" because Apple is looking to position its third-level model as a "budget" iPhone X. The 6.1-inch armored model will echo the iPhone XS, but with a less expensive LCD. Compared to the iPhone XS and the XS Max, it will be cheaper and it will probably be "better value for money" than the iPhone 8 that it replaces.

But this is not the successor of the iPhone SE (although do not neglect a bump of specs, Apple may retain some presence in the price range of $ 400), the alleged name of the iPhone XR succeeds the iPhone 8. to the upscale, resulting in an increase in average revenue per customer and an increase in revenue from Apple. When your sales are static from one year to another, earning more money per customer is vital for Apple. He can not go on forever, but maybe Tim Cook will have another year before everyone realizes he's following Ballmer's book.

With minimal technology updates in the iPhone lineup, expect Tim Cook and his team to complete the presentation by touring Apple's (and life-saving) cloud services and growing peripheral business.

The biggest update should be at Apple Watch. The fourth version of the smartwatch is arguably Apple's greatest achievement in recent years and one of the few areas that Tim Cook can legitimately claim. The notebook is not standalone and requires a connection to an iOS device (helping to maintain that average revenue per user) and has evolved into a more fitness-focused remote product and remote control.

Expect the focus to be on connecting to Apple Health and cloud-based analytics on the data that can be done on your own data. Yes, there is a new Podcasts application and some media controls, but expect that they remain closely related to the iOS device associated with Apple Watch.

The iPad Pro lineup is awaiting an update for the Christmas quarter. It may or may not be revealed here, and I think its appearance (and that of any macOS-based product) boils down to the amount of scene time that the iPhone will receive. If Apple will explain every little detail of the updated handsets (hoping that the press does not compare it to the standard charge on an average to high-end Android smartphone), then the iPad Pro will be relegated to the background. October event or unobtrusive deployment on the Apple site in the fourth quarter.

As for the outside bets, there is always a lot of chatter around a new MacBook design to match the finer designs used by other manufacturers. This could be a reworked MacBook, or resuscitation of the MacBook Air brand.

An update of the Mac Mini, designed to meet the high demands of graphic work, is also on the "take a quick look" support. That would be nice, that would be welcome, and a real update of a beloved classic. Done correctly, it could be the most surprising "One More Thing …" over the past decade.

I do not hold my breath for this surprise. Or any other surprise. Tim Cook, Apple, has played the card and has taken small steps to compete in recent years. He will not think differently anytime soon.

Read more about the pre-order and the release date of the iPhone XS and the iPhone XS Max …