Apple unveiled its new flagship models, the iPhone XS and the Apple Watch Series 4, at the Steve Jobs Theatre in Cupertino, California. The latest Apple Watch stands out with its ability to detect heart problems, while the iPhone XS introduces a larger variant, the XS Max, with a 6.5-inch screen. However, the key question remains whether consumers will be inclined to pay the higher prices for these upgrades.
The Apple Watch Series 4 features a 30% larger edge-to-edge display, positioning itself as a health device capable of detecting irregular heartbeats and initiating emergency calls if a fall is detected. Ben Wood, chief of research at CCS Insight, remarked, “The new Apple Watch adds a bigger screen, a significant step forward in usability and some impressive health-related features. I think it’ll spark a wave of upgrades from customers with one of the original Series 1 or Series 2 devices.”
The United States Food and Drug Administration (FDA) has approved the health features of the Apple Watch, which has developed applications to assist in creating digital healthcare products. Wood further added, “Getting FDA approval for the health features on the new Watch underlines Apple’s leadership in wrist-worn tech. It’s an arduous process that no other consumer wearable company has successfully navigated.”
Wood highlighted the potential impact on the healthcare industry and Apple’s dominance in health and fitness technology, “It’s going to be interesting to see how the healthcare industry reacts to this development and it reflects the important role that health is going to play in wearable products. What really sets the new Watch apart is Apple’s leadership in health and fitness. The product is a cornerstone of Apple’s plans to boost sales of the Watch and continue growing the product category.”
Regarding the iPhone XS, it retains the same 5.8-inch screen as its predecessor, the iPhone X, priced at $999. However, Apple introduced the iPhone XS Max, boasting a 6.5-inch screen at $1,099, making it the largest iPhone to date. The more affordable 6.1-inch XR, crafted from aluminium, will be available for $749.
Wood stated, “The iPhone XS Max is undoubtedly the star of the show. It builds on the success of the iPhone X and offers one of the biggest displays on the market, but in a design that doesn’t look as though you have a giant 6.5-inch screen in your hand. Introducing dual SIMs in all markets is a bold move by Apple and something that will give mobile operators a lot to think about. Having pioneered the technology on the iPad and Watch, it was only a matter of time before Apple brought it to the iPhone.” Apple’s move to offer dual SIM capabilities, combining a physical SIM card slot with e-SIM technology, has significant implications for future business models and customer airtime purchasing habits.
On the subject of pricing, Wood commented, “Apple continues to break all the rules when it comes to consumer electronics pricing. Once again, it’s increasing the price of its flagship device. It comes at a time when rivals like Samsung are under huge pressure, and it simply confirms the premium that people are prepared to pay for Apple products. At $1,099, the XS Max is the most expensive iPhone to date, but I have little doubt that it’ll be a huge success.”
Apple’s new introductions, the iPhone XS, XS Max, and the Apple Watch Series 4, represent significant advancements in technology and health features. While the higher prices may deter some, Apple’s strong brand and innovative capabilities are likely to drive success and consumer interest.