At this year’s autumn new product launch conference, Apple released hardware and related software products such as the iPhone 14, Apple Watch Ultra, and new AirPods, but the most important theme of the day was to focus on improving user loyalty and making the company more loyal. People are 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 conference, but the "Dynamic Island" on the iPhone 14 Pro has given people a lot of surprises. For years, the iPhone's bangs have been criticized as the "ugliest part", but Smart Island has turned it into an impressive integrated feature.
The iPhone 14 Pro's enhancements stand in stark contrast to the standard iPhone 14, which has essentially the same specs as the iPhone 13. The iPhone 14 follows the same strategy as the iPhone XS in 2018: aside from the iPhone 14 Plus model getting a bigger screen, there's little reason to upgrade.
Apple analyst Mark Gurman said it's fair to say that the standard iPhone 14 is the hardest-to-impress update in the product's history, and Apple didn't even equip the model with the latest chip, which was never possible before.
Meanwhile, the second-generation AirPods Pro fulfill many long-standing desires: enhanced noise cancellation, improved bass and sound, better blocking of background noise, longer battery life, and finally the ability to swipe the Headphone handle to control playback and volume.
For consumers new to AirPods, the latest AirPods Pro seem like a great option. If you bought your first AirPods Pro in October 2019, now might also be the perfect time to upgrade, especially with the reduced battery life.
If there's one flaw with the AirPods, it's that they don't support Apple's new lossless audio feature. According to the company, the technology allows playback of music that is "virtually indistinguishable from the original studio recording." This feature was not supported on any previous AirPods models, and the new AirPods Pro may change that.
The key issue with bringing lossless audio to AirPods is Bluetooth, which needs to have enough power to transmit higher-quality audio. However, Apple has always been looking for solutions internally, such as introducing an alternative to Bluetooth, which will eventually be applied to AirPods as well.
Then there's Apple's smartwatch, the Apple Watch. Gurman pointed out a few months ago that Apple was making the most extensive improvements to the 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 production process to make the device's back cheaper, prompting a $30 price cut. Now on sale for $249, down from $279. It was a necessary move with the discontinuation of the $199 Apple Watch Series 3. But if someone starts using the Apple Watch SE in 2020, Gurman sees no need to upgrade for the slightly faster processor.
The Apple Watch Series 8 also has no major updates. The model does add a body temperature sensor that benefits women's health and could benefit millions, but the model has no major design changes and no additional health sensors such as blood pressure monitors, speed Faster processors, better speakers, better battery life, etc.
On the other hand, the Apple Watch Ultra is one of the most impressive pieces of hardware Apple has launched in recent years. Its programmable side buttons, huge display, and long battery life will appeal to anyone who wants the best Apple Watch, not just scuba divers or marathon runners.
With that in mind, Gurman isn't sure if Apple should focus 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, upgrading to a titanium wristband might enhance its appeal.
But even if the Apple Watch Ultra and iPhone 14 Pro are worth upgrading, the biggest focus at this year's event was making it as hard as possible to leave Apple's ecosystem, which goes beyond the company's various products working together. Apple has increasingly touted the iPhone and Apple Watch as life-saving devices. The Apple Watch already has the ability to detect heart problems or serious falls. Now, the company is rolling out crash alerts and emergency satellite services.
In the months and years to come, Apple's marketing department is sure to imprint the idea that Apple products save lives in people's minds. This will give many consumers the stark impression that giving up their iPhone or Apple Watch is an irresponsible move for their own lives.
Of course, Apple rivals like Samsung Electronics have their own security features. Companies like T-Mobile US are trying to open up satellite connectivity to all cellphone users, not just iPhone users. However, Apple seems to be making its products and services look the safest. Other improvements, like the move to virtual eSIMs in the US, 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's 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 didn't adopt RCS (Rich Media Communication Service), a solution spearheaded by Google to replace the standard text messages Program. Cook responded: "I haven't heard from users asking us to put a lot of effort into this. If someone wants to communicate more seamlessly with their mother, I recommend getting her an iPhone."
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