"iPhones remained the star of the event, with a new camera design (the so-called "forged plateau"), a slew of new process technologies, a wave of Apple Silicon - including the seriously impressive A19 chips, and a new pricing scale. But what Apple has really achieved is to further differentiate the products it offers, which should both boost each individual model while also opening new opportunities to make each one of its smartphones even more unique and diversified in future."
"Price matters, particularly as Apple fights its competitors while also handling the fallout from tariffs and a political will to turn away from China. It is also worth noting the extent to which Apple spoke up for some of the advanced materials and manufacturing processes it introduced; those must be seen as signs of what's to come as the company continues to work toward building up its US business by focusing on building things that cannot be made elsewhere."
Apple unveiled a broad product lineup including iPhone 17, iPhone 17 Pro, an ultra-thin iPhone Air, new AirPods Pro with health monitoring and live translation, and refreshed Apple Watch models with 5G. Design and advanced materials were emphasized across devices, alongside new process technologies and Apple Silicon including A19 chips. Pricing adjustments accompanied the launch as Apple navigates tariffs and geopolitical pressures to diversify manufacturing. The company highlighted investments in advanced manufacturing and US-based production capabilities to create products that cannot be easily replicated elsewhere, positioning each model for greater differentiation and future product variety.
Read at Computerworld
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