Apple shows us how powerful chips powered by embedded software, hardware and machine intelligence can provide substantial benefits.
At its big event in September, on Tuesday, Apple showed us how powerful the chips powered by the integration of software and hardware and the personalized intelligence of the cars can offer real value to all users.
What Apple presented
It seems that the company confirmed all the rumors that led to the event, introducing iPhones with battery life throughout the day, accompanied by an unexpected star in the form of an iPad mini with A15 strong enough to be used for anything mobile productivity task.
The company told us that iOS 15 will be available on Monday, September 20. The company has also introduced a new Apple Watch and a much improved entry-level iPad.
What Apple said
About the iPhone, Apple said:
«Our customers trust the iPhone every day, which is why we’ve made the iPhone 13 and iPhone 13 mini more powerful, more capable, and more fun to use,» said Greg Joswiak, Apple’s senior vice president of global marketing.
«Both phones have beautiful designs, industry-leading performance and advanced camera systems with impressive computing capabilities, all with incredible durability, water resistance and a huge leap in battery life to ensure that customers can trust their iPhone when they need it. All this, closely integrated with iOS 15 and with built-in privacy, make the iPhone 13 and iPhone 13 mini an unbeatable option. «
About iPad mini, Apple said:
«With its ultra-portable design and wide range of uses, from everyday tasks to creative and business applications, there’s nothing like the iPad mini,» said Joswiak. “With a new full-screen Liquid Retina display, a huge increase in performance, new advanced front and rear cameras, Center Stage, USB-C, 5G and support for the Apple Pencil, the new iPad mini is a breakthrough. in the palm of your hand «.
It’s about the processor
The Apple A15 Bionic processor is the basis for the two main ads that will most likely interest business users. The chip means that Apple is now selling the fastest smartphone in history, and it also means that the iPad mini has more than enough oomph (and a 5G connection) to make it a shoe for almost any mobile business. Do you want to consult the manual when repairing a solar network? This lightweight device has what you need.
IPad mini balance
The iPad mini has the Apple Bionic A15 and 5G processor.
«The new iPad mini is a major upgrade and possibly closer to Apple’s iPad Pro category, given the design, support for the A15 Bionic chip and a USB-C connector,» CCS analyst Ben Wood said directly after the event. «The iPad mini is a significant opportunity for the iPad brand to continue to expand into the many industries Apple already supports, such as aviation, healthcare and retail.»
Short benchmark analyzes recently suggested that the new chip would give the iPhone 13 the power it needs to perform 10-20% better than the iPhone 12 chip.
Apparently this was the case, with Apple pumping the multi-core chip.
Get nearly 15 billion transistors, a new six-core processor, two high-performance cores and four high-efficiency cores. This makes the chip “up to 50% faster than the competition, the fastest on any smartphone, and handles demanding tasks smoothly and efficiently, while the new 4-core GPU is up to 30% faster than competition and allows for more realistic images and images. images. «Lighting effects in graphics-intensive games,» the company said.
The new 16-core neural engine is capable of 15.8 trillion operations per second. This means faster machine learning, faster applications and a number of automatic vision enhancements, giving the device a camera that is almost equal to state-of-the-art video capture devices.
This is also auspicious for the future Mac and iPad Pro. The path to the M-series multi-core chips can only be completed with the Mac Pro. Most business users may want to think about this.
But processors need to do something to be useful
As Brian Roemmele noted after the event, in 1969 the computing power of the entire world was 66,700 operations per second.
The iPhone 13 (and, I guess, the iPad mini, which splits the chip), gives us 15.8 trillion operations per second on devices that fit in your pocket. My computer application tells me that it means that the Apple device you put in your pocket now offers 236 million times more than the total computing on the planet in 1969.
But power is nothing if you don’t know what to do with it.
Apple likes to use the energy it creates, which it did with the iPhone 13; uses this processing power to provide battery life throughout the day and to offer photo and video capabilities that rival professional equipment.
This is the type of processing power that internal and consumer applications can now use for your company’s consumers and is available on both the iPhone 13 (which, although it focuses on triskaidekaphobia before the event, is a lucky number in some parts of the world) . ) and iPad mini.
It’s important to note that much of what Apple told us during the launch event suggests that almost all the features of all its devices are increasingly superior to machine intelligence, thanks to its powerful home chips.
Provides battery life throughout the day, intelligently controlling when it should reach its peak and when it’s not needed. And, of course, another useful thing that Apple chips offer is CenterStage, which enhances video conferencing, something that is becoming more and more important in a world of hybrid desktops.
Okay, but what about the screen?
Apple has introduced the screen that everyone was waiting for. The iPhone 13 Pro and iPhone 13 Pro Max are equipped with Super Retina XDR with ProMotion display, which supports an adaptive refresh rate from 10Hz to 120Hz.
Offered on both 6.1 in. Models. and 6.7 in. size, the new display takes advantage of a more efficient OLED panel. Apple calls it the brightest screen ever seen on an iPhone with a maximum brightness up to 25% higher outdoors, at 1000 nits. In use, of course, this means better resolution, color and contrast in anything you do with the device.
Pro Motion on iPhone is dynamic and adjusts from 10Hz to 120Hz depending on the content it displays. That means you get fantastic visual performance when you need it, but don’t run out of battery life when you don’t.
The Super Retina XDR OLED displays on the iPhone 13 and 13 mini offer a 28% increase in maximum outdoor brightness at 800 rivets, with a higher maximum brightness for HDR content, such as photos and videos at 1200 rivets, all at the same time being larger. Energy consumption.
The cold truth is that while the company’s critics will always argue that Apple should have removed these displays years ago, this is, has been and always will be a supply chain issue.
Apple sells a lot of phones and needed a vendor (in this case, Samsung, I think) capable of making those displays in sufficient quantity and consistent quality for the tens of millions it claims to sell.
Operators want you to stay connected to 5G
One last meal.
Before the introduction, we know that many existing users traded on existing iPhones to earn some money from new devices.
What makes this more interesting is that, although pre-launch interest among Android users has decreased compared to the latest model, 18% of them were considering an upgrade to the iPhone, while 44% of users Existing iPhones were also thinking about the new device. Meanwhile, recent data from Counterpoint tells us that Apple still has over 50% of the global premium smartphone market, followed by Samsung and Huawei (both in decline). Apple leads the category in all regions.
There has been much speculation that one thing that has driven the success of the iPhone 12 is that Apple has managed to conclude some good deals with the operators, as the networks struggle to promote 5G. Apple’s decision to upgrade the iPad mini to 5G and extend support for the standard to other nations and regions fits well with this.
Now, it looks like the company hopes to take advantage of this wave, which should have a big impact on commercial acquisitions, assuming that carrier transactions are extended to fleet upgrades and acquisitions.
The signs are good. Following the announcement, AT&T announced that it intends to offer new and existing AT&T customers the opportunity to get a new iPhone for free.
«You can take advantage of the following iPhone 13 deals with an eligible transaction, on an unlimited plan and purchased on an installment plan,» says a media ad I shared.
These offers mean you can get an iPhone 13 Pro or a mini at no initial cost or an iPhone 13 Pro Max or iPhone 13 for $ 99 in advance. Cricket Wireless will offer the iPhone 13 range starting Sept. 24, the company said.
If operators in other parts of the UK and around the world choose to offer equally tempting offers, most business users have a real chance to upgrade.
«While the new features of the camera, improved battery life and other technical specifications will be up to date, probably the biggest story is the impressive exchange prices offered by Apple and its partners. US buyers who change the old iPhone can get up to $ 1,000 for a new model, and we look forward to similar offers in other markets around the world, «said CCS analyst Ben Wood.
«It’s a huge competitive advantage for Apple, and the residual value of iPhones, which are already the highest on the market, is likely to increase due to the relentless consistency of Apple products and software updates over the years.»