"smart" surprise
Although every Apple press conference brings a series of new products, the most popular one is undoubtedly the iP hone, this time the iPhone 14 and iPhone 14 plus sequence is the same as the iPhone 14 Pro and iPhone 14 Pro max sequence After release, more attention is still focused on the latter. The first "pill screen" design is people's most intuitive feeling about Apple's innovation.
A complete and unobstructed mobile phone screen has always been the dream of many users. How to hide the front camera has become a difficult problem for mobile phone manufacturers to think about. Many solutions, including "under-screen cameras", have been repeatedly discussed. Now, Apple has On the contrary, turn the "bang screen" into a "pill screen" and add interactive functions, and Apple named it "Lingdong Island". When there are notifications such as incoming calls, text messages, etc., Lingdong Island will change its form so that users can receive this information more intuitively. When users use some apps and switch them to the background, Lingdong Island can also use another To display these software in this form, you can also tap this area for more complex operations, such as switching songs.
At the same time, the screen brightness of the iPhone 14 Pro series has been increased to 1600 nits, and the peak brightness is even as high as 2000 nits. The display content is clearly visible even in a strong light environment. In addition, the all-weather display function is also one of the highlights. 14 Pro can be displayed at a 1Hz refresh rate at a standstill, which means that when users do not use their phone, the overall screen of the phone becomes dimmed to save power, but there is no worry about missing important information.
The value of security
In addition to working hard on the screen, it attaches importance to security, especially personal safety, It is undoubtedly an important message that Apple conveys to the market.
As the market expected, iPhone 14 also turned its attention to satellite communications function, so that iPhone 14 can also transmit information through satellite calls without 4G or 5G network signals. It is mainly used to send emergency messages and report major emergency messages. The situation is also the case, but unfortunately, the current function only supports the United States and Canada, and is released later than Huawei , which feels like it has been stolen from the limelight.
Compared with this, the innovative car accident monitoring function is more meaningful. The iPhone 14 series adopts a new high dynamic range gyroscope and sensor, which can conduct car accident monitoring. Once a serious car accident occurs, the system will actively contact emergency rescue and provide users with The location can also be notified of emergency contacts. Many netizens commented that this may really "save the user's life" in special circumstances.
In addition to emergencies, daily health monitoring is also a reflection of the concept of "safety". The upgrade of this Apple Watch 8 mainly lies in the two major functions of body temperature monitoring and motion monitoring. With more sensitive sensors, the product will control the temperature measurement accuracy to Within 0.1 degrees Celsius. Industry opinions point out that human discomfort usually manifests as body temperature changes, and using a thermometer is too slow, using infrared is too expensive, and the accuracy is not good. If smart watch can accurately monitor it, it can enable users to understand the temperature changes in time. Adjust your physical condition.
"three-dimensional" question
After this press conference, the one that shrouded on Apple The old question has been hotly discussed again, that is, is Apple’s innovation enough? If the first generation of iPhones allowed mobile phone users to appreciate the charm of iOS, and the iPhone 4S, which caught up with the 4G "east wind", has led the consumer electronics boom for several years, although Apple has been constantly innovating, it is more like it is rushing and trampling on.
Senior industrial economic observer Liang Zhenpeng said that Apple's innovation level is not as good as expected. Although new features continue to emerge, it seems to be less impressive than the price increase. Overall, the price of iPhone 14 series mobile phones is more expensive than the same configuration iPhone 13 The highest rise in series 15.5%. When more users start paying attention to cost-effectiveness, the further this electronic product is from "stunning".
Liang Zhenpeng believes that compared with many peers, although Apple has not made drastic changes, the pace of " micro-innovation " has not stopped. For example, this iPhone series products focus on security, in the sub-sector of health and safety. Strive to lead the industry. In fact, Apple's innovation problem is even more of an industry problem. The imagination space of mobile phones, the hardware, has reached its peak. 5G and folding screens were once a concept that was valued by the market, but the shipment is declining. In the end, the mobile phone market failed to "green the south bank of the river with spring breeze".
However, Liang Zhenpeng also said that for Apple, the years of deep cultivation in the consumer electronics field has enabled it to cultivate a considerable number of loyal users and form a strong brand appeal. Consumers entering the Apple ecosystem are often " "Repeated customer", innovation at this speed can still maintain its leading position in the market for a long time.
Is the phone entering a dead end? Industry observer Xu Yiqiang pointed out that the issue raised by the market itself has deviations. For a long time, people have focused on chips, display technology and other fields, or prices and marketing methods, but have ignored the user's experience, interaction and user value. Recreate.
Specifically, how to integrate mobile phones into the background of the Internet of Things and become a super smart terminal for individuals and families. Although health monitoring and information security have not yet become powerful consumption engines, Apple's idea of "testing the waters" in this field It is worthy of recognition.
Xu Yiqiang said bluntly that instead of asking how mobile phones are innovating, the market is better at asking how mobile phones are more "three-dimensional". Hardware innovation is limited, and people have endless needs. Companies that insist on user-oriented may be able to discover the next rich mine.
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Beijing Business Daily reporter | Jin Chaoli Wang Zhuli
Picture source | Apple official website
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