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This article was published March 10, 2015 at 07:12.
The last change is the March 10, 2015 at 16:19.
The most anticipated was the Apple Watch, presented in September but with many questions still unanswered . Instead the first star of the launch of Apple’s San Francisco, that the European press has followed in Berlin, was the MacBook. The company introduced a new 12-inch model that weighs less than 1 pound and is 13.1 mm thick. It is a triumph of technology and design with a new trackpad can give commands based on the pressure that we exercise, a new keyboard that promises more accuracy and battery that can last for a day. It also has a single connector to transfer data, video output and charging: the USB port-C. On sale from April 10 starting from 1499 Euros. Also updated MacBook Pro 13-inch and the MacBook Air.
In other words: Apple produces computers and continues to do so, although since 2007 has removed the word “computer” from its name widening in smartphones, tablets and (from before) music players. The CEO Tim Cook spoke about how the Apple ecosystem is going even further by announcing the arrival of CarPlay, software for car, on every major car manufacturer with 40 new models in the course of 2015. Or presenting ResearchKit, a software environment open source dedicated to physicians and researchers: thanks to the iPhone app you can collect data for clinical trials even remotely. “They will be the patients to decide what data to enter, and if you do so, and Apple will not have access,” said the manager Apple to respond to privacy concerns.
It is also the time of the Apple Watch, new product category after the iPad arrived in 2011 when there was still Steve Jobs. With the Apple Watch you can receive all notifications coming from the iPhone and therefore messages, calls (you can answer using the connection with the phone), social network. There are the classic functions of activity tracker (pedometer, app for the race even though there is no integrated GPS, heart rate) as a popular app Uber and Shazam. The hotel chain W allow through nfc chip to get into their room with the clock. You can also pass control at the airport showing the code directly from your wrist and you can make payments with Apple Pay. Or open the door of your home box. The first app of the business world to debut on the Watch is made from Salesforce.
They do not seem revolutionary functions with respect to what is already on the market or in the near future as announced by Samsung, LG and other manufacturers with Android Wear. And ‘obviously different interface and seems greater the range of app. We had a first contact with the clock in the demo immediately after the presentation. The impression is of a simple to navigate menu in Apple style. Is controlled in three ways: by touching the screen, using the crown or a digital button just below. The crown digital allows especially to make the zoom and is useful for a display so small, especially to get the app from the main screen. The rest is similar to the iPhone home button. The display recognizes the difference of pressure (as in the case of the new touchpad) but for the moment seem few uses. The watch vibrates when it receives notifications or when going to the sensor for the heartbeat. The overall feeling is positive and also the look, especially the steel model (starts from $ 549).
As you know Apple has chosen to make the employee Watch iPhone. The idea is, however, to minimize the moments when there is need to take the phone out of the pocket using the small display that we have on the wrist. The battery lasts a day. What about where Apple stands instead are materials and design. There are three versions, from sport to luxury, ranging from 349 to 10 thousand dollars or more, with many combinations of colors and straps. From April 10 will be ordered in Australia, Canada, China, France, Germany, Japan, Hong Kong, United Kingdom and United States. On sale from 24 April, but in Italy will come at least a month later.
Apple does not want to intercept only the geeks but also the female audience and who already has a Rolex or a Patek Philippe. And try to enter the world of luxury where the margins are very high. In fact, the most expensive edition will be on sale in some of the most famous boutiques in the world.
It’s a whole new challenge and difficult to predict the results for analysts, who gave readings quantitatively very different from what could be the weight of the watch on the accounts of Apple. Morgan Stanley said that the company, in light of the fact that the ecosystem is expanding to more and more areas of everyday life could reach a capitalization of one million in the next 12 months (today is 740 billion). On average estimates are talking about 20 million units sold in 2015. More or less how many iPads sold in a quarter. According to Gartner, “if you buy it only 3-5% of iPhone users will outweigh the 15 Milloni of specimens.”
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