Apple invited the media in a short conference call on Saturday to announce new pricing for the iPhone lineup, highlighting a few things for Wall Street.
First, for the first time since Apple introduced the iPhone 7 in 2016, it said it was lowering the price of most of its 2018 iPhone models. The entry-level iPhone 8 will now cost $799. The more expensive iPhone X will cost $999.
Second, Apple announced a refreshed iPhone lineup, with the most significant addition being a bigger version of the iPhone X, the iPhone XS Max. The iPhone XS Max, which will be sold in four color options — silver, space gray, gold and rose gold — will start at $999.
Apple said the biggest iPhone will be able to record four-times the video on a single battery charge, and Apple also announced the new iPhone XR, a smaller-screened version of the iPhone X. The iPhone XR starts at $749.
Apple did not announce the expected new iPhones, which is scheduled for Oct. 9.
After Apple’s event was over, I collected five takeaways:
New iPhones Losing Popularity: According to sales data from Counterpoint Research, Apple has lost market share in the U.S. and Japan. According to the report, sales decreased 17 percent in the two countries from January through June. Apple hasn’t released China market share data for the first half of the year.
More Support for iPhones in the Workplace: This is a new feature that works like an extra SIM card. It allows users to have multiple devices on a corporate network — an iPhone, an iPad and an Apple Watch. Such a service is possible because all three devices share the same number.
Protecting Apple-Vintage iPhones: In April, Apple started to repurpose some of its older iPhone models by attaching the Touch ID fingerprint sensor to the lower back. Now, iPhone XS Max owners can use Apple’s AirPods wireless headphones to make Face ID payments on Apple Pay with the inside of their smartphones.
Working Out More : Apple finally introduced an Apple Fitness app that uses a 3D sensor to map the user’s workouts. In addition, Apple showed off its new workout app for the iPad, which includes a workout interface for quick sessions. Users can keep a full record of their workouts and get visual representations of every exercise that they perform.
More Cheaper Macs and Components: Apple is gradually improving and making Macs cheaper. For example, the new low-priced Mac Mini still uses an Intel Pentium 4 processor, the same one that was introduced in 2016, and costs $499. Apple will begin selling the new 16GB MacBook Air on Tuesday for $999 and the new iMac on Tuesday for $1,299.