Apple goes for the jugular with iPhone X range

first_img UK consumers seek £1.5B from Apple Previous ArticleNokia offloads bulk of IP Video businessNext ArticleGoogle to axe Inbox app Kavit Majithia KT makes LG Electronics trade-in move Author AddThis Sharing ButtonsShare to LinkedInLinkedInLinkedInShare to TwitterTwitterTwitterShare to FacebookFacebookFacebookShare to MoreAddThisMore 13 SEP 2018 Apps Relatedcenter_img Home Apple goes for the jugular with iPhone X range Google taps retail with NYC store Apple bolstered its iPhone X line up with three new devices, offering consumers the option of larger screens, more power and a cheaper price point, as well as unveiling its new Apple Watch Series 4 which puts a bigger focus on health.At its traditional annual iPhone reveal, CEO Tim Cook outlined from the start this year’s event would focus on two of the company’s “most personal products”, the iPhone and the Apple Watch, and “how we are going to take them further”. This meant there was no updates on Apple’s other products including its headphones, Mac range or its wireless charging pad, which was unveiled in 2017 but still hasn’t been released.iPhone XS and XS MaxBuilding on the launch of iPhone X in 2017, which Cook proclaimed as the world’s most popular smartphone today, the 5.8-inch iPhone XS and 6.5-inch iPhone XS Max retain much of the same design as the original, but differentiate mainly through processing power.Both devices use Apple’s A12 Bionic chip with next-generation Neural Engine, which it said is the first use of 7nm silicon in a smartphone. Rival Huawei recently said it has also developed a similar chip, although it is likely to be first introduced on the Mate 20, due to be unveiled in October.The A12 Bionic chip is expected to help with both speed and energy efficiency, with the battery tipped to last 30 minutes longer on iPhone XS than iPhone X.In a bid to expand its appeal, Apple also introduced dual SIM capability on both devices through the use of a nano-SIM and digital eSIM. Phil Schiller, SVP of worldwide marketing, told the audience Apple will offer a device that can accommodate two physical SIM cards in China, where eSIMS are not used, as part of a bid to “reach as many customers as we can”.Other features include a “super retina display” with a custom OLED design and an improved 12MP dual camera system.The iPhone XS is priced $999 for the 64GB model (the same as the original iPhone X) and $1,349 for a 512GB version. Prices for iPhone XS Max are even higher, starting at $1,099 for a 64GB version and going up to $1,499 for 512GB. The fees mean the device now holds the title of being the company’s most expensive smartphone.Apple noted the screen of the XS Max, at 6.5-inches, was significantly larger than the iPhone 8 Plus (5.5-inches) launched in 2017, despite being similar in total size. The new model also packs the “biggest battery in an iPhone”, delivering an hour-and-a-half more battery life.In a tweet, Ben Wood, mobile analyst at CCS Insight said that with the iPhone XS Max, “Apple continues to break the rules on consumer electronics pricing ” noting the vendor is raising the price of its flagship at a time when rivals like Samsung are under huge pressure: “Confirms the premium that people are prepared to pay for Apple products.”Both devices will be available later this month.iPhone XRWith a starting price of $749, the lower-end iPhone XR will be released in October and represents a push by the company to attract consumers not prepared to pay $1,000 or more for the higher-priced range.The XR could therefore prove an attractive option, as the device also features the same processing power as the iPhone XS and XS Max, and packs a bigger screen than the former, at-6.1 inches. It, however, uses LCD rather than OLED screen technology, affecting image quality, and features an aluminum design over steel.It also only offers a single 12MP rear camera, unlike the dual cameras offered on the more expensive options.The XR comes with a choice of six colours and the same storage options.It also features Face ID, first introduced on the iPhone X, as do the iPhone XS and iPhone XS Max: Apple said the feature had been developed to work faster.All three new iPhones, therefore, do away with fingerprint ID in favour of the Face ID system, meaning none have a home button. The trio will also run the new iOS12 system and feature a 7MP front camera.Apple Watch Series 4Last but not least, Apple said its updated Watch not only represented a redesign, but something more “evolutionary”.In terms of design, it increased the display size by more than 30 per cent over the previous Watch, integrated in a smaller case, while a new interface provides users with more information on the home screen.Most eye-catching from the update includes a range of new health capabilities, including a new accelerometer and gyroscope which are able to detect if a user falls, along with an electric heart rate sensor which can take assess users’ health via an electrocardiogram (ECG) app.The capabilities have been enabled by electrodes built into the devices’s Digital Crown, with the heart rate sensor in the back.Apple said the device’s stereo is 50 per cent louder, while the microphone is relocated to improve performance.The GPS version of the device starts at $399 and GPS with cellular $499, both up from the $329 and $399 price tag on 2017 models. Subscribe to our daily newsletter Back Kavit joined Mobile World Live in May 2015 as Content Editor. He started his journalism career at the Press Association before joining Euromoney’s graduate scheme in April 2010. Read More >> Read more Tags AppleiPhone Xlast_img read more

Dare to Dream

first_imgThe USGA found the right LPGA commissioner to risk its grand experiment with this season. For all the good feelings attached to Mike Whan’s release of the 2014 LPGA schedule, it’s noteworthy that the oldest event on the schedule comes with the riskiest proposition as the women get ready to begin their new season next week in the Bahamas. The U.S. Women’s Open isn’t until June, but it promises to be the most scrutinized test of women’s skill in the 69-year history of the championship. That’s because, for the first time, the U.S. Women’s Open (June 19-22) will be played the week after the U.S. Open (June 12-15), on the same golf course, at Pinehurst No. 2. The back-to-back major championship tests offer an intriguing juxtaposition, a chance for the curious to compare how the men and women will fare against Pinehurst No. 2s formidable defenses. With that intrigue, however, there’s daunting questions. Will the women ride the wave of attention the men will create the week before? Or will they crumple and crash beneath it? With the men’s and women’s games so different, the event’s potentially fraught with logistical and political nightmares. How fast will the USGA set up Pinehurst No. 2’s greens? Will officials push them to the brink for speed the way they normally do knowing the women will be coming in the following week? How will the width of fairways be configured? What about the rough? Will the men beat up landing areas and pin placements in a week of play and practice? How will the crosswalks for fans configure for the men vs. the women? What about the availability of hotel rooms for women coming in the weekend the men are finishing? What if the men need an 18-hole Monday playoff? Whan’s team asked all these questions when his executive staff met with the USGA’s staff in a meeting in Orlando last month. “Of course, 90 percent of our questions, the USGA already thought of,” Whan told While there’s big risk in this year’s U.S. Women’s Open, Whan believes the time is right for the women to do this. With Whan steering the LPGA back on to a solid foundation, with 33 events on the schedule this year, up from 23 just three years ago, the time is right to seize the attention this venue can bring his women. “I think we’re finally in a spot where we can dream big,” Whan said. “A few years ago, we had to dream about recovery. We aren’t talking about recovery anymore. We’re talking about: `How high is up?’ That’s when it really gets fun.” Now that the LPGA schedule is rebuilt, Whan said his attention turns to creating more interest in his tour, in growing the fan base. “Doubling the fan base,” Whan said. “I think doubling it is more than realistic.” That’s where Whan sees the upside in the big risks this U.S. Women’s Open offers. Back-to-back championships weren’t his idea. They were the USGA’s, but he likes the bravado in it. “I say this to our players a lot, that you can’t dream big and be afraid of making mistakes,” Whan said. “They are not mutually exclusive.” This is a commissioner who has proven he has the guts to push the envelope with a radical idea if he believes the upside is worth it. This is the guy who created a tournament to honor the LPGA’s founders and then asked his pros to play in it for free to fund its charity that first year. Whan risked a revolt asking players to make a great financial sacrifice to play in the inaugural RR Donnelley Founders Cup in 2011. It took some nerve with the tour’s playing opportunities down to an anemic 23 events. Whan’s risk, though, paid a large reward, with RR Donnelley so enamored with the concept that it stepped up the next year to fully fund the purse and charity. This is a commissioner who infuriated traditionalists declaring the Evian Championship to be the tour’s fifth major last year. This is a commissioner who took advantage of the LPGA’s Asian and international ties, even trumpeted them, when critics were pounding the tour for its domestic failures. With all the handwringing taking place over this year’s U.S. Women’s Open, Whan has his concerns, too. But, he’s focusing on what’s possible. “People talk about the concerns, the course setup, and I get that, but there’s an opportunity here,” Whan said Tuesday in his Golf Channel appearance on Morning Drive. “We get to follow a typical 6-point rating for the U.S. Open, where the whole world really engages in the men’s open.” Whan is working with the USGA to give his players opportunities to be injected into coverage of the U.S. Open, to talk about how the U.S. Women’s Open will unfold a week later. He also has invited USGA Executive Director Mike Davis to host a forum with his LPGA pros in their first players meeting of the year at the Founders Cup in March. “We’ve talked about how to make the most out of this unique opportunity, in terms of exposure for the women worldwide,” Whan said. “I think we have an opportunity to have more people watch the U.S. Women’s Open than have ever watched it before. I’m really looking forward to seeing how many people we can carry over into week two.” Maybe this won’t work. Maybe U.S. Women’s Open week will begin with the LPGA feeling like players in one of those pairings stuck behind Tiger Woods in a PGA Tour event, where everyone’s leaving the tee box just as they’re arriving. Though back-to-back championships weren’t Whan’s idea, he’s grateful the USGA is thinking a little bit like he does.  “I’ve said many times, I promise you I’ll be the commissioner with the most failures in my time, but it won’t be because I wasn’t willing to think bigger.” Whan said. “I’m trying to encourage a team and a player body that says, `Hey, let’s take some bigger swings so the upside for the next generation is bigger.’ So, whether it’s playing a fifth major, or playing a tournament without a purse, or playing back-to-back major championships, I can’t be sure how things will work out, but they’re done for all the right reasons. “Some of them won’t work, but you’ve got to be able to take chances. You have to be willing to fail.” It’s the price of dreaming big.last_img