Editor’s note: This article comes from WeChat public account “Tencent Deep Network” (ID: qqshenwang), author Ma Guanxia, internship operation editor Liang Dan, 36氪 authorized to release.In the early morning of September 11th, Beijing time, Apple’s autumn new product launch was held as scheduled at the Steve Jobs Theatre at Apple Park headquarters.The technology-based giant of Cupertino, Calif., continues the tradition that has been maintained since the death of founder Steve Jobs – a new generation of iPhones released in early September.As widely expected from the outside world, limited by the patent war with chip supplier Qualcomm, the new generation of iPhone does not support 5G network, the newly upgraded camera has become one of the few highlights of the new series of Apple mobile phone hardware.The iPhone is undoubtedly the core product of Apple. Most of Apple’s revenue and profits depend on this, but considering that global smartphone shipments have been declining for seven consecutive quarters, Apple’s pressure on mobile phone sales will be more.Growth is counting on the wearable device and services business.In addition to the iPhone, Apple also officially released a new generation of iPad, Apple Watch and Apple Arcade and Apple TV+ services at this conference.At the beginning of the two software services and three hardware products Apple Arcade game service conference, Apple first introduced Apple Arcade game service, Apple Arcade is also the world’s first game subscription service for mobile devices and desktop devices.Apple announced that Apple Arcade will be officially launched on September 19, with more than 100 games starting at $4.99/month (about RMB 35.5/month). Apple also offers a one-month free trial.
Apple TV Plus Subsequently, Apple officially released Apple TV Plus.In fact, Apple launched Apple TV Plus at the Spring Festival new product launch in March of this year, and invited Hollywood star Spielberg and “Friends” starring Jennifer Aniston and Oscar.Reese Witherspoon, comedy big coffee Steve Garrel and the movie “Sea King” starring Jason Moma and other Hollywood stars, warming up for this new video subscription service, at the same time, these big namesThey will also participate in Apple’s original series creation.At this conference, Apple CEO Cook showed three trailers that Apple TV Plus will have, “morning show” and “see”. Cook said that he likes the original series “see”.The protagonist is the star of the movie “Sea King” Jason Moma.After the trailer was shown, Cook did not forget that this was just part of Apple’s original content, and Apple TV Plus users could see more content.On November 1st, Apple TV Plus will be online, with a subscription fee of $4.99 per month.Cook also said that the purchase of Apple products, including mobile phones and iPads, can get a free trial of Apple TV Plus for one year.
After the introduction of the software service for the seventh-generation iPad, Apple released the 10.2-inch seventh-generation iPad.In terms of hardware configuration, in addition to increasing the screen size to 10.2 inches, the new iPad is also equipped with an A10 Fusion processor, and the camera has also improved.And for the first time in the iPad series, the smart connector is added, you can use Apple’s smart keyboard case, and it is compatible with Apple Pencil stylus.In addition, the new iPad also supports Apple’s just launched Apple Arcade and Apple TV+ services.In terms of price, the seventh-generation new iPad is priced at US$329 (about RMB 2,340), while educational users are priced at US$299.According to Apple, the seventh-generation iPad will be officially released on September 30.
Before Apple Watch 5 released the new Apple Watch, Cook first used a video to quote why users like Apple Watch: Many people said that they received a notice about the speed of heart rate; after someone fell, Apple Watch automatically dialed 911 and hisWife’s phone.The various health cases appearing in the video promotion session have already led the audience to anticipate the new application of Apple Watch 5. Compared with previous generations of Apple Watch 5, the health features have been added. Apple has made more health to Apple Watch 5 devices.The study included the menstrual cycle function and heart test function of women who had been calling for a long time.In terms of price, the Apple Watch 5 starts at $399 (about RMB 2,837), the cellular version starts at $499, and now it is ordered to ship on September 20, while the price of the old Apple Watch 3 series is adjusted to $199..
iPhone11 series In the release of the new iPhone, Apple first introduced the iPhone XR upgrade: iPhone 11.In terms of configuration, the iPhone 11 is equipped with dual cameras, which are 12 million pixel wide-angle lens, 26mm focal length, f/1.8 aperture; and 12 million pixel super wide-angle camera, 13mm focal length, f/2.4 aperture, 120 degree field of view.The glass body (known as the most rugged in the smartphone), and equipped with the new A13 bionic chip (it claims to have both the fastest processor and the fastest graphics processor).The iPhone 11 is priced at US$699 (approximately RMB 4,972). There are 6 colors, red, green, yellow, purple, red and black, but the time to market has not been announced.After the release of the iPhone 11, Apple introduced an upgraded version of the iPhone XS and iPhone XS Max last year: the iPhone 11 Pro and the iPhone 11 Pro Max.“These are by far the most powerful and state-of-the-art iPhones, with an amazing new design.” Cook praised the new rear-mounted three-camera of the iPhone 11 Pro, and the camera upgrade became new.The biggest highlight of the iPhone.Being accused of “insufficient innovation” and “no surprises” seems to have become a test for Apple before and after each press conference, but it has been proved that Apple can continue to lead the design and aesthetic standards of the mobile phone industry.The “Liu Haiping” that has been the most “spit” has become the standard of some of the flagship mobile phones in the mobile phone industry.Boldly speculate that the iPhone 11 Pro’s new rear-mounted three-camera design is likely to become the aesthetic standard for smartphones in the future.
In terms of configuration, the iPhone 11 Pro is made of glass material, 5.8-inch OLED screen, and comes standard with 18W charger. The rear three-shot is: 12 million wide angle, 12 million super wide angle, 12 million telephoto, of which wide-angle camera adopts f1.8 lens, telephoto f2.4, super wide-angle camera 120 degree field of view f2.0, support for 0.5x, 1x and 2x optical zoom.Like the iPhone 11, the iPhone 11 Pro is also powered by the A13 processor.The A13 processor uses TSMC’s 7nm process (not 7nm+ EUV), contains 8.5 billion transistors, and integrates six CPU cores. Two of the cores have 20% performance improvement, power consumption reduced by 30%, and four small core performances are improved by 20%.Reduced power consumption by 40%, while the A13 also integrates quad-core GPUs with 20% performance improvement, 40% power reduction, Metal optimization, and an eight-core neural engine (like NPU) with 20% performance improvement and 15% power reduction.Thanks to the improvement of the processor and OLED screen, the iPhone 11 Pro has a five-hour increase in battery life compared to the iPhone XS.Apple announced the price of the iPhone 11 Pro at the end of the conference, 64GB 8699 yuan, 256GB 9999 yuan and 512GB 11799 yuan.The price of the iPhone 11 Pro Max is 64GB 9599 yuan, 256GB 10899 yuan and 512GB 12699 yuan, and users will be accepted at 8:00 pm on September 13th.5G iPhone has not come to Apple to influence geometry?The importance of the iPhone to Apple is self-evident, but the current situation is that Apple may need to face the lack of selling points in the new mobile phone.Guo Mingwei, a well-known Apple analyst at Tianfeng Securities, believes that at the product level, the new iPhone does not have a selling point. Guo Minghao expects the shipments of the three new machines in the fourth quarter of this year will be reduced by 5-10% year-on-year to 65-70 million units.In addition, CICC also expects iPhone shipments to decline by 11%.As mentioned above, the upgrade of the camera is one of the few highlights of the new iPhone, and the lack of 5G has undoubtedly become the biggest weakness of Apple.In contrast, Apple’s main competitors Samsung and Huawei have completed the layout from 5G chips to 5G mobile terminals. Xiaomi, OV and other Qualcomm-based domestic mobile phone manufacturers also have plans to launch 5G mobile phones this year.Apple’s backwardness in 5G has become a reality.Previously, Apple and Qualcomm’s long-lasting patent wars largely determined the current situation that the new iPhone could not support 5G networks.Although Apple has reached a settlement with Qualcomm and acquired the Intel baseband chip division in July this year, it is widely expected that Apple will not launch 5G mobile phones until the second half of 2020.Market research firm IDC reported in a report released on Monday that due to market saturation, lack of 5G equipment and consumers continue to postpone upgrades, iPhone shipments in 2019 will drop to 177.9 million units, down 14.8% year-on-year.But for Apple, the temporary backwardness on 5G may not be fatal.On the one hand, the coverage of 5G networks will take time, and 5G commercialization is also in a relatively early stage.IDC said that the commercial deployment of 5G networks is only an entry year in 2019, and 2020 will be a year in which 5G accelerates development and promotes smartphone growth.IDC expects that 5G mobile phone shipments will account for 8.9% of total smartphone shipments in 2020, reaching 123.5 million units.In other words, in 2019, due to the lag of 5G network facilities and application services to be improved, the demand for 5G mobile phones is not urgent.On the other hand, Apple has also accelerated the business layout outside the iPhone, reducing the dependence on a single product.It may be more intuitive from Apple’s latest release of the second quarter of 2019 (the third quarter of fiscal year 2019).In the second quarter of 2019, iPhone’s revenue was about $26 billion, down 12% year-on-year, but Apple’s overall revenue increased by 1% year-on-year to $53.909 billion, the best result in nearly 15 quarters.The stock price has also rebounded sharply.Apple’s overall strong performance was mainly due to the substantial growth in wearable devices and services.In the second quarter of 2019, Apple’s wearables (including furniture and accessories) revenue increased 48% year-on-year to $5.525 billion; while service business revenue increased 12.6% year-on-year to $11.455 billion.Apple CFO Maastrich has mentioned that the wearable business, including Apple Watch, AirPods and Beats headsets, is making milestones, and the service business’s total contribution to revenue is growing.Cook said that if the wearables and services business is added together, they will be close to Fortune 50 companies.According to a report by Tencent Technology, in early 2018, Cook had vowed to double Apple’s service business income by 2020.According to Morgan Stanley, by 2025, integrated media bundled services, including video and music, could bring in more than $22 billion in revenue for Apple.According to foreign media reports, Apple wearables, including Apple Watch, AirPods and Beats headsets, will surpass the iPad and Mac by the end of 2020, becoming the third largest business after the iPhone and services.And, revenue from the wearables business will become Apple’s largest source of revenue growth in the third quarter.”Apple is leveraging its ecosystem of users and devices to provide an ideal platform for the development of its wearables business, and its business focus will gradually shift in the future.” Cook is confident in Apple’s wearables and services business.The Apple Watch 5, which has a major upgrade from the conference, and the officially launched Apple Arcade and Apple TV+ services are all evident.In the future, these two businesses will also bear more growth pressure..