Looking back at another week of news and headlines from Cupertino, this week’s Apple Loop features outstanding iPhone performance, surprising iPhone 14 price, always-on iOS screen leaks, MacBook Pro issues, iPad OS delay, Apple’s advertising expansion and Microsoft’s Apple Silicon movement.
The Apple Loop is here to remind you of some of the very many discussions that have happened around Apple over the past seven days (and you can read my weekly roundup of Android news here on Forbes).
iPhone 14 Performance Boost Set
While the upcoming iPhones may not have any groundbreaking features — they’ll feel more like “S” updates with each reveal — Apple looks to be upping the ante on the phones. The latest details on the lower-end iPhone 14 models suggest a reworking of the modem to offer a faster phone:
“…Apple has redesigned the inside of the iPhone 14 and iPhone 14 Max and will equip them with a new Qualcomm X65 modem. The former is usually done to improve heat build-up, allowing the chips to run faster for longer. the the latter is expected to be up to 30% faster than its predecessor, the X60, while adding global support for mmWave — 5G’s fastest band. The leaker concludes by saying ‘etc’, indicating that Apple has made further improvements elsewhere. “
iPhone Pricing Freeze
The iPhone looks set to challenge the competition in a different way this fall. As prices rise across the board from suppliers and subcontractors, Apple aims to keep the price of the entry-level iPhone 2023 at the same level as the 2022 model:
“…Apple’s decision was based on “stagnation in the global mobile phone market and declining demand… so the price of the base model is frozen despite some price-increasing factors.” Detailed by other leakers, these factors include an increase in component prices due to shortages and Apple’s upgrading of several key element of the iPhone 14 lineup. Above all is an all-new front-facing camera module from LG Innotek, which the leaker claims is triple the price of its predecessor.”
Apple leaks iPhone always-on display
A closer look at the source code from Apple’s xCode developer environment has revealed settings and sample code that would allow iOS to offer an always-on experience. It does not guarantee that the tool will appear in the iPhone 14 family, but it makes it much more likely.
“Sown off rhogel glue, an iOS developer, the fourth beta version of Xcode 14 appears to include an example of what an Always on Display might look like for the iPhone. As seen in the screenshot below, the iPhone will appear to darken and gray out the screen when the Always On Screen feature is turned on. “The developer notes that the widget (of Tim Cook’s face) is usually full color, but the SwiftUI preview removes all color from the image when this potential feature is enabled.”
Questioning the MacBook Pro
Every time there seems to be something to suggest that the 13-inch MacBook Pro might be a good idea, reality knocks at the door. Even with a $200 discount just weeks after launch, the M2-powered laptop still feels isolated from the rest of Apple’s macOS portfolio. I’ve taken a look at the middle ground the MacBook Pro is stuck in:
“Apple has kept this consumer-oriented MacBook Pro for at least two more years, sitting awkwardly between the consumer MacBook Air and the professional MacBook Pro. It should deliver more performance than the MacBook Air thanks to the active cooling of the M2 chipset, but it’s still inferior to the M1 Pro and M1 Max in the 14-inch and 16-inch MacBook Pro models from 2021. It should offer better value for money than the larger MacBook Pro models, but it’s the MacBook Air that carries the new design cues and modern touches, not the smaller MacBook Pro.”
iPadOS update delayed
With a focus on the iPad platform driving it towards more mobile computing, iPadOS continues to expand and accommodate the changes required. This year’s update is running a few weeks behind schedule… expect it alongside a macOS release in October rather than the iOS version in September:
“It’s not uncommon for macOS to lag a few weeks behind iOS, but iPad software has always been updated on the same schedule as its iPhone sibling. Since iPadOS split from iOS in 2019, the two operating systems have arrived on the same day. [Bloomberg’s Mark] Gurman says that all of Apple’s software updates are running a little behind schedule this year (Public Betas, for example, were launched a little later than usual), but not drastically.”
Apple prepares for ad expansion
Apple looks to expand its ad delivery system with a new set of hires that suggest an on-demand platform to serve ads across Apple properties is in the works. This will likely target areas like App Store ads, in the News and Stocks app, and potentially into live streaming and media events (like Friday Night Baseball:
“A DSP is a statement of intent for any ad company—let alone one like Apple, which has grown exponentially because of its decision to make it harder for companies to grow their own within its ecosystem. A DSP is actually a core part of an ad tech stack for any business with a design to win more media dollars. It is technology, or more specifically software, that allows a marketer to advertise using automation. The automation of the process is important because it means that marketers can set up campaigns and manage them with relative ease. In their lucky, they’re likely to spend more.”
In the transition from Intel to Apple Silicon, Apple’s Rosetta software allowed x86-based apps to continue to run in the belief that developers would move to the ARM-based chipset in time. Microsoft’s popular Teams app made that move this week:
“We’re rolling out a production-grade universal binary version of Teams, which means it will run natively on the entire Mac lineup, including those with Apple silicon. For Mac users, this means a significant increase in performance, ensuring efficient use of device resources and an optimized Teams experience even when using multiple high-resolution monitors during calls or meetings.”
The Apple Loop brings you seven days of highlights every weekend here at Forbes. Don’t forget to follow me so you don’t miss any coverage in the future. Last week’s Apple Loop can be read hereor This week’s edition of Loop’s sister column, Android Circuit, is also available on Forbes.
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