Apple has introduced its new iPhone 15 series, which features a titanium shell, a faster chip, and enhanced gaming capabilities. The most unexpected aspect of the upcoming iPhone 15, set to launch on September 22, is that it has maintained its current pricing despite the ongoing worldwide decline in smartphone sales.
This product launch took place at Apple’s headquarters in Cupertino, California, against the backdrop of lingering economic uncertainty, particularly in China. China is Apple’s third-largest market, but it has faced challenges due to increased restrictions on the use of iPhones in government offices and competition from Huawei Technologies, which recently released its first new flagship phone in several years, the Mate 60 series.
Just ahead of the Apple event, Huawei reportedly increased its second-half shipment target for the Mate 60 series, a smartphone with satellite capabilities, by 20%, according to the official Securities Times in China.
Despite the anticipation surrounding the iPhone 15 launch, Apple did not unveil any blockbuster surprises during the event, and the company’s shares closed down 1.7% following the announcement.
Apple’s Emphasis on Machine Learning
While Apple doesn’t explicitly use the term “artificial intelligence” (AI), the technology plays a significant role in several new features announced during their recent product launch event.
Apple utilized machine learning to enable the detection of a person within a frame, allowing users to instantly or later turn a photo into a portrait in the Photos app.
In addition to new iPhones, Apple also introduced new watches, including the Series 9 Watch. One of its standout features is called “double tap,” where users can tap their thumb and finger together twice, without touching the watch’s screen, to perform various tasks, such as answering a phone call. This feature leverages machine learning to detect subtle changes in blood flow when the user taps their fingers together, freeing up the other hand for tasks like walking a dog or holding a cup of coffee. Apple’s Chief Operating Officer, Jeff Williams, highlighted the functionality during the event.
