While Apple unveiled hardware and related software products such as the iPhone 14, Apple Watch Ultra and new AirPods at this year’s fall launch event, the most important theme of the day was focused on increasing user loyalty and getting people more integrated into the company’s ecosystem.
Most of the major improvements to Apple’s products have been leaked ahead of time at this year’s event, but the Dynamic Island on the iPhone 14 Pro has been a big surprise. For years, the iPhone’s bangs have been criticized as the “ugliest part”, but Dynamic Island turns it into an impressive integrated feature.
The enhancements to the iPhone 14 Pro stand in stark contrast to the standard iPhone 14, which has essentially the same specs as the iPhone 13. iPhone 14 follows the same strategy as the 2018 iPhone XS: there’s little reason to upgrade other than the iPhone 14 Plus model gets a larger screen.
Apple analyst Mark Gurman says it’s fair to say that the standard iPhone 14 is the hardest update in the history of this product to impress, and Apple hasn’t even equipped this model with the latest chip, which was never possible in the past.
Meanwhile, the second-generation headphones AirPods Pro meet many long-held user’s desires: enhanced noise cancellation, improved bass and sound, better shielding against background noise, longer battery life, and finally the ability to control playback and volume by sliding the headphone stalk.
For consumers who are new to AirPods, the latest AirPods Pro seem like a great choice. If you bought the first AirPods Pro in October 2019, now may also be the best time to upgrade, especially with the reduced battery life.
If there’s one flaw in the AirPods, it’s that they don’t support Apple’s new lossless audio feature. According to the company, this technology allows music to be played “almost indistinguishable from the original studio recording. The feature was previously unsupported by any AirPods model, and the new AirPods Pro could change that.
The key problem with bringing lossless audio capabilities to AirPods is Bluetooth, which needs to have enough power to transmit higher-quality audio. However, Apple is always looking for solutions internally, such as introducing an alternative to Bluetooth, and eventually, that feature will be applied to AirPods as well.
Then there’s Apple’s smartwatch, the Apple Watch. gurman noted months ago that Apple is making the most extensive improvements to this product since its launch in 2015. Apple debuted three different models, including the new low-end Apple Watch SE, the standard Apple Watch Series 8 and the high-end Apple Watch Ultra.
For the new Apple Watch SE, Apple developed a different manufacturing process to make the device’s back cheaper, prompting a $30 price cut. It now retails for $249, compared to $279. With the discontinuation of the $199 Apple Watch Series 3, this was a very necessary move. But if someone starts using the Apple Watch SE in 2020, Gurman doesn’t see the need to upgrade for a slightly faster processor.
The Apple Watch Series 8 doesn’t have too significant of an update either. It does add a new temperature sensor that benefits women’s health and could benefit millions of people, but the model has no major design changes or additional health sensors, such as a blood pressure monitor, faster processor, better speakers or longer battery life.
On the other hand, the Apple Watch Ultra is one of the most impressive pieces of hardware Apple has introduced in recent years. Its programmable side buttons, huge display and extra-long battery life will appeal to anyone who wants the best out of the Apple Watch, not just the target demographic of divers or marathon runners.
With this in mind, Gurman is unsure whether Apple should focus its marketing efforts solely on extreme athletes. Instead, Apple could emphasize the appeal of these features to non-athletes and release more wristbands for everyday use. For example, if the titanium wristband is upgraded, that could enhance its appeal.
But even if the Apple Watch Ultra and iPhone 14 Pro are both worthy upgrades, the biggest focus of this year’s launch was to make it as difficult as possible to leave Apple’s ecosystem, which goes beyond the company’s various products working in concert. Apple is increasingly touting the iPhone and Apple Watch as devices that can save lives. The Apple Watch already has the ability to detect heart problems or serious falls. Now, the company is rolling out car accident alerts and emergency satellite services.
In the months and years to come, Apple’s marketing department will surely burn the idea that Apple products can save lives into people’s minds. This will leave many consumers with the distinct impression that giving up their iPhone or Apple Watch is an irresponsible move for their lives.
Of course, Apple competitors such as Samsung Electronics have their own security features. companies such as T-Mobile US are trying to open up satellite connectivity to all cell phone users, not just iPhone users. However, Apple seems to be making its own products and services look the most secure. Other improvements, such as the move to virtual eSIMs in the U.S., could make it more difficult for people to leave their iPhones.
Locking users into the Apple ecosystem has become a priority for the company in recent years. Today more than ever, the ability of Apple products to work well with each other gives it a competitive advantage and is key to expanding the company’s user base, generating more recurring revenue and preventing users from switching to rival platforms.
At the recent Coed conference, Apple CEO Tim Cook was asked why the iPhone had not adopted RCS or Rich Media Communications Service, a solution spearheaded by Google and designed to replace standard text messaging. Cook responded, “I haven’t heard a lot of calls from users for us to put a lot of effort into this. If someone wants to communicate more seamlessly with their mother, I suggest getting her an iPhone.”
