What Apple will show on September 15 and why there may be no iPhone 12
Analysts suggest the new iPhones will only be shown in October.
On Tuesday, September 15, at 20:00 Kyiv time, Apple will hold its annual presentation, at which it will show new devices. However, 2020 is forcing changes to the rules, so this presentation may not feature new iPhone 12 models.
Due to the pandemic, Apple has run into problems with component supplies, so the new smartphones this year will come out at least a month later than usual. The only question is when they will be unveiled: in September or October.
What Apple will show instead of new iPhones
For example, the Apple Watch Series 6, which, judging by leaks, will not differ much from its predecessor. The new version of the 'smart' watch will get higher performance and internet speed, and will also learn to track blood oxygen levels.
The other version of the watch is far more interesting: updated Apple Watch Series 3, which could take over the budget segment and become the most popular smartwatches in the world. The update is expected to bring a modern processor, an Always On display and support for a fall detection sensor.
A new iPad Air 4, which may get thin bezels, a design in the style of the latest iPad Pro and USB-C, is also expected. However, the tablet will not get Face ID; Touch ID built into the power button will remain instead. But it will support a new keyboard with a trackpad.
There are other new products that could be presented in either September or October, or may not be presented at all this year. Insiders only confirm Apple's work on them, but it is too early to talk about announcement dates. Among them:
- AirPods Studio headphones
- AirTag trackers
- Macs with Apple Silicon processors
- Apple TV 4K+ television
But an updated final version of the iOS 14 operating system is almost certain to be unveiled, featuring an updated Siri, group chats in iMessage, a feature for unlocking cars, a slight redesign and other new features.
More and more information is emerging about a single subscription to the company's services called Apple One, but it will most likely be presented together with the new iPhone 12.
Budget iPhone 12s: a new reality?
This year Apple plans to introduce four new iPhone 12 models:
- iPhone 12 (5.4-inch): $699 for the 64 GB version
- iPhone 12 Max (6.1-inch): $799 for the 64 GB version
- iPhone 12 Pro (6.1-inch): $1049 for the 128 GB version
- iPhone 12 Pro Max (6.7-inch): $1149 for the 128 GB version
The most interest is drawn by the compact newcomer with a 5.4-inch screen and a launch price matching the popular iPhone 11. Notably, in terms of dimensions the iPhone 12 may even be smaller than the iPhone 7, which had a 4.7-inch screen. This is exactly what many expected from the iPhone SE 2!
Another important update for the iPhone 12 is the design. The return of flat edges is expected, as on the iPhone 5 and new iPad Pro. The more affordable versions will get two cameras, as in the iPhone 11. The more expensive Pro versions will get three cameras, as in the iPhone 11 Pro, as well as a LiDAR sensor.
According to rumors, all iPhone 12 models will drop EarPods headphones and the power adapter from the box. Only a Lightning cable will be left. Some insiders also talk about more budget batteries. And all this savings is for the sake of the 5G module, which is unlikely to launch in Ukraine in the next year or two.
Is an Apple presentation without a new iPhone a failure?
Yes and no. Everyone is used to the annual September 'Apple magic' with product presentations and the heated discussions that follow. The event is watched by the whole family, with friends at cafes, and even in cinemas. And then people discuss the new products for another week.
However, in recent years Apple has been changing its approach. Despite revenue and market capitalization growth even amid the pandemic, the share of iPhone sales in Apple's revenue is falling: from 63.2% in the third quarter of 2015 to 44.2% in the third quarter of 2020. Meanwhile, the share of services over the same period grew from 10% to 22%.
Apple has sold millions of devices worldwide and now wants to earn additional profit from them through services. This is indicated by the launch of Apple TV+ and Apple Arcade last year, as well as information about the launch of the single Apple One subscription this year.
Notably, this has always been the case. The company was often mocked for expensive accessories: cases, cables and power adapters, headphones, keyboards and mice. Apple has always sought to earn extra money from its customers.
And today, amid the coronavirus crisis and component supply problems, amid a lack of innovation and significant progress in devices, the iPhone is bringing in less and less profit, while additional products, such as services and accessories, bring in more and more.
In this regard, Apple is seeking to make its devices more affordable in order to expand the user base it can monetize. Clearly, the world is moving toward 'subscription' consumption, but that is a separate topic.
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