Apple has announced its new iPhone 13, which can film “portrait mode” videos with a depth of field effect.
According to Apple, the new cinematic mode “anticipates when someone is about to enter the frame” and shifts focus to them – a technique known as “pull focus.”
According to Apple CEO Tim Cook, it is the only smartphone that allows users to edit this effect after shooting.
The majority of the other features on the new model, on the other hand, were incremental updates over previous versions.
The event was also overshadowed by reports of a new security flaw in Apple devices that could allow users’ messages to be exposed.
Apple released a security patch on Monday for the previously-unknown flaw, which could let attackers access its iMessage service without the user clicking on a malicious link or file.
The new iPhone has a faster A15 chip, a brighter display, and a battery life that is up to 2.5 hours longer. It also comes in new colours such as pink, blue, midnight, starlight, and red.
The new iPhone will also have up to 500GB of storage space, with the lowest available storage increasing to 128GB from 64GB in previous models.
Apple was also keen to emphasise its green credentials, claiming that the phone was made from many recycled materials, including antenna lines made from plastic water bottles.
The launch coincides with buyers keeping their phones for longer periods of time before upgrading. Wedbush Securities estimates that approximately 250 million iPhone users have not upgraded their phones in the last 3.5 years.
According to Paolo Pescatore, an analyst at PP Foresight, many people have yet to experience modern features.
“While many will consider some upgrades to be incremental, millions of users have yet to upgrade to 5G. As a result, the so-called “supercycle” moment is still relevant “He stated.
Only the iPhone 12, which was released last year, and the newly announced models have 5G connectivity.
According to IDC, Apple shipped 25.9 percent of all 5G handsets in the world in the second quarter of this year.
According to Marta Pinto, senior research manager at IDC, “with the new portfolio, this number will grow and consolidate Apple’s dominance in that space.”
“It paid off not to be the first [to launch a 5G phone].”
Apple also introduced the iPhone 13 Mini, Pro, and Pro Max.
The iPhone 13 Pro and Pro Max have three cameras and what Apple describes as “its most advanced camera system yet.”
Its premium models come with a Super Retina XDR display and ProMotion, which provides adaptive refresh rates of up to 120Hz.
This makes scrolling, animations, and gameplay more fluid.
The iPhone 13 mini costs £679, while the iPhone 13 costs £779. The iPhone 13 Pro costs £949, while the larger Pro Max costs £1,049.
Apple has a reputation for being forward-thinking. But, if this launch is any indication, that reputation is out of date.
Nothing particularly novel or forward-thinking was announced here. Apple’s iPhone, Apple Watch, and iPad updates are conservative, uninspired, and safe.
These are iterative updates, with the exception of a new improved cinematic camera (which, to be fair, looks good). Even the presentation, while slick, lacked memorable or creative moments. Rumours of more interesting updates, such as iPhones with satellite capabilities, proved to be false.
“What a spectacular set of announcements,” Apple’s Tim Cook said, referring to products such as the new iPhone 13, which resembles the iPhone 12.
Some speculated that Apple might stop numbering the new iPhone (13 being an unlucky number for some), but no such drastic move was made.
Nonetheless, Apple will sell a large number of these devices, as they always do.
But, once you get past the flashy marketing, this was a pretty uninteresting launch, especially coming from a company that prides itself on being innovative.
Apple Watch Series 7
Apple also unveiled a new version of the Apple Watch, a wearable device.
The Series 7 is the watch’s first redesign since 2018, and it will be slightly larger.
The new size can fit nearly 50% more text on the screen and includes a keyboard for text input. For the first time, it is also dust-resistant.
Apple Watch iOS 8 will also be capable of detecting bicycle rides, including e-bikes.
But manufacture of the Apple Watch Series 7 could face production delays, reported Bloomberg.
Apple said the new model would be available “later this fall,” while other products announced at the same event, such as the new iPad and iPhone, will be available next week.
According to CCS Insight research, Apple controls 47 percent of the global smartwatch market.
“At first glance, the latest Apple Watch appears to be another iterative update,” Leo Gebbie, principal analyst at CCS Insight, said. “However, the larger screen allowing bigger virtual buttons and a full qwerty keyboard should certainly improve usability.”
He expected to see a longer battery life because “owners continue to clamour for smartwatches to last longer,” but that was not announced – even though faster charging was.
“Despite these reservations, the Apple Watch continues to sell in record numbers and continues to dominate the smartwatch market by a wide margin,” he added.
Apple has also released a new iPad model. Tim Cook stated that iPad sales had increased by 40% in the previous year.
It will be powered by the A13 chip, which will be 20% faster than the previous iteration. According to Apple, this is up to “three times faster than the Chromebook.”
As schools were closed due to the pandemic, those low-cost laptops exploded in popularity.
The new iPad starts at $329 (£319) and has a school discount of $299.
A new iPad mini was also released, with USB-C support, Apple pencil support, and no home button, instead relying on a lock button on the top for Touch ID. Prices begin at £479.