Apple Latest Launches Impress
Apple’s three-iPhone launch Tuesday, coming amid the third consecutive year of contraction for the smartphone category (see report, Sept, 10), captured fans’ eyes. Broad pricing and advanced camera features wowed consumers (see here) and critics (including CNET). The Pro series,…
Sign up for a free preview to unlock the rest of this article
Timely, relevant coverage of court proceedings and agency rulings involving tariffs, classification, valuation, origin and antidumping and countervailing duties. Each day, Trade Law Daily subscribers receive a daily headline email, in-depth PDF edition and access to all relevant documents via our trade law source document library and website.
Apple’s first with that designation, stole the show for camera fans. Phil Schiller, senior vice president-worldwide marketing, highlighted the wide aperture and focus pixels that cover 100 percent of the sensor; a telephoto camera said to let in 40 percent more light than the previous generation; and an ultrawide camera. A new A13 Bionic chip and a new-generation image signal processor enable “a whole new level of photography,” Schiller said. The company launched flagship phones starting at $999 for the 5.8-inch 11 Pro and $1,099 for the 6.5-inch Pro Max, spreading pricing for other phones starting at $449 for the 8. The XR, the top-selling smartphone over the first half of 2019, dropped from $749 to $599, with this introduction of the 11 at $699. CEO Tim Cook gave details of the Apple Arcade gaming service, which opens Sept. 19 at $4.99 per month. The company turned heads more with the offer of a free one-year subscription to its $4.99 monthly Apple TV Plus video streaming service that launches Nov. 1 to customers who buy new products. Other starts included a new watch and tablets.