At first glance, Apple is sticking to the tried and tested script. At the end of a long presentation with many superlatives, CEO Tim Cook reveals the device that everyone has been waiting for. The 15th generation of the iPhone is a little better and faster; after the drastic price jump last year, Apple is selling some models a little cheaper for the first time.
But the iPhone 15 Pro is more than the usual evolution that Apple sells every year as a revolution. In fact, it could be the most important smartphone in many years. This is due to decisions that Apple has made itself – and to circumstances in which even the most valuable company in the world can only watch helplessly.
Apple is once again offering two series of iPhones: the normal version and the Pro model, both in two sizes with a 6.1 or 6.7 inch screen diagonal. The standard iPhone is cheaper with a starting price of 949 euros; technologically and functionally it is similar to the Pro version from last year. If you really want the latest technology, you have to pay 1,199 euros and get the iPhone 15 Pro; the Max size costs 250 euros more.
The top model differs visually from its predecessor. The display edges are becoming narrower, titanium replaces the stainless steel frame, making the iPhone more stable and lighter. The mute switch on the side disappears and is replaced by a programmable button. This so-called action button can be assigned any functions.
Inside is the A17 Pro, which is once again said to be the fastest chip Apple has ever produced – until the next record follows in 2024. This time, Apple is particularly promoting the graphics performance, which is intended to make the iPhone a fully-fledged gaming device. Whether the additional performance will be noticeable outside of games will only be clear when Apple delivers the first devices. Even older cell phones are easily sufficient for most everyday apps.
The focus of the presentation is the camera. At least on paper and in Apple’s promotional videos, the progress seems impressive. Both iPhone models are said to deliver better portrait shots with natural colors and convincing depth of field. In the Pro version, Apple installs three cameras on the back. 120 millimeter focal length, five times optical zoom and new macro modes are intended to meet the needs of professional photographers.
Apple, however, only says a few words about what is probably the most important change. The iPhone 15 is the first Apple cell phone that can be charged via USB-C. The usual Lightning port is no longer necessary, hundreds of millions of cables will soon become useless or require adapters.
Apple is not taking this step voluntarily. The EU requires all companies to only deliver devices with a USB-C port from autumn 2024. Apple resisted for a long time, but is now selling the forced change as consumer-friendly progress. Although the plug will become uniform in the future, it remains complicated. Although the socket always looks the same, there are dozens of different standards. Anyone who buys chargers and cables has to be careful.
The iPhone 15 comes at a critical time for Apple. Global smartphone sales are declining, and Apple’s sales figures could also fall in 2023. The developments in China are most threatening. Apple made the Communist Party in recent years many concessionsin order not to lose the important market.
Last week, the government threatened to restrict or ban the sale of iPhones in China. Apple’s stock market value fell within hours by almost 200 billion euros. If the USA and China start a trade war, even the best iPhone will be of no use.