Apple presented the iPhone SE and 9.7-inch iPad Pro: Apple becomes the smallest – The Messenger

This is the first time in a keynote of Apple’s expectations were not concentrated on the devices to be presented. The event organized by the company of the Apple Town Hall of Infinite Loop campus in Cupertino, California, even before smartphones and tablets has in fact talked about politics. At the center of it all, of course, there’s the issue of privacy and the battle that Apple is fighting against the FBI, which wants to create an ad hoc software to crack the iPhone 5C of one of the terrorists of the San Bernardino massacre . “In the world there are a billion of Apple devices. This shows the impact that Apple has in the world, “began the CEO of Apple, Tim Cook,” We have to decide as a country because the government can intervene on our data and our privacy. We believe we have a responsibility to protect them, and are ready to act on this responsibility, “he reiterated on the eve of the first face-to-face in court with the American secret services, thanking those who are supporting the company led by him in this battle. No twist then, but only confirmed their determination to continue on the same line. On the other hand instead there was a line change, and it is one of those signals that have not gone unnoticed. Cook fact, after pointing out that Apple Watch smartwatch is the best selling in the world, announced a cut in the price of clock Sport version of $ 50, bringing the base price in the US at $ 299. A move that surely will appeal to customers, but that investors have not taken very well, so much so that in a few minutes the title of Cupertino fell 0.69 percent. Analysts are indeed worried because they believe that price cuts may be faster than the decrease in production costs.

iPhone SE

 In the presentation of the new devices instead the surprises were few, because once again, now in a more and more precise, the rumors were widely anticipated reality. Apple launched the new iPhone SE, a “mini” version of its smartphone. It has a screen of 4 inches, and the design and size similar to 5S, 6S but the same colors of gold, silver, gray and pink. Taking a look to the technical features, iPhone SE could be called a sort of “super iPhone 5S”, although with the previous generation of the Apple smartphone has little to do: with A9 processor chip (same as iPhone 6S); 12 megapixel camera with ability to record video in 4K and a similar speed to the 6S, twice as much as that of the 5S. Finally, feature “Live Photos” (animated also present pictures of 6S) and Touch ID technology for fingerprint recognition, in the name of security that these days is the real Apple banner.

Again, the surprise was the time to reveal the price, “only” $ 399 for the 16 gigabyte version (only one other memory cut, from 64 Gb) in the uS, which become 509 Euros here. This is the lowest launch price ever for a smartphone of Cupertino, so that we could talk, perhaps for the first time in Apple’s case, a “low-cost device”. Philip Schiller, head of the Cupertino company’s marketing, called the iPhone SE “an extraordinary new idea: we started from our iconic design and we reinvented in every respect.” Preorder on Apple’s website from March 29, SE iPhone should arrive in early April.

CareKit and Liam

 Event in Cupertino also there was room for the question health, one of Apple’s flagship products. Therefore, on stage at the keynote there was talk of “CareKit”, software developers can create applications and tools that enable users to monitor conditions on their own their own well-being, communicating the data directly to doctors and nurses. All this without forgetting to wink at the “green” side of the apple, the commitment to ecology: it was presented Liam, the robot to recycle the iPhone breaking it down into each component.

iPad Pro 9.7

 But apparently it’s time to cut for Apple, which shrunk after the iPhone, does the same with iPad Pro, hybrid between tablet and laptop of Apple. The 12.9-inch version will now be joined by the one from 9.7, which in addition to being smaller, thinner and lighter has a lower resolution but also a more powerful camera: 12 megapixel rear and 5 MP front one , compared with 8 MP and 1.2 of the “big brother.” Not only because even the smallest wireless iPad Pro is more powerful than that of 12.7 inches. The price will start from 689 euro against 919 euro of “tabtop largest”. On the other hand, Tim Cook said he was sure: “The iPad is the future of computing.”

In fact what pcs drop is a trend that has been going on a lot. But it can bet that, beyond this, the future Apple we are talking a lot. The new products demonstrate the will, as expressed at the time of the iPhone 5C, to attack larger slices of the market to put a brake the advance of competitors, first among them the Chinese giants. Churning out expensive new devices every six months making obsolete those released just a year before is a game that in recent years has shown results, but in the long run can tire customers, even the most loyal. That the most “elite” company on the market to give the opposite signal, interrupting the race upward, it may prove to be a revolutionary move more than it is to invent new devices. are not only the rules of trade that are important, but also the consideration that customers perceive to have in certain dynamics. In this, the process of accountability that Apple is maturing with the question FBI, can not do that well.
         

             Monday, March 21, 2016, 19:14 – Last Updated: 21:59
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