The new iPhone SE is seen on display during an event at the Apple headquarters in Cupertino, California. Reuters
Apple slightly hiked the price on the iPhone SE to $429 from $399 for the previous model. The new phone starts shipping March 18.
The iPhone SE comes with an A15 Bionic chip, which Apple says is the fastest among competition, a 4.7-inch retina display and a home button with touch ID.
"This is important for our existing users who want a smaller iPhone at a great value," Chief Executive Tim Cook said.
Apple announced a new chip called M1 Ultra to enhance performance for Mac desktops. The M1 Ultra is made by connecting two M1 Max chips and is eight times faster than M1 chips.
Apple CEO Tim Cook showcases the new iPhone SE featuring 5G in Cupertino, California. AFP
To house the new chip, Apple unveiled a desktop Mac Studio and a new monitor called Studio Display that can be paired with any Mac, including Macbook Air and Macbook Pro models.
Apple will offer two versions of the Mac Studio, one with the M1 Max chip and the other utilizing the M1 Ultra chip.
Mac Studio with M1 Ultra is 80% faster than its fastest MacBook Pro.
Mac Studio pricing starts at $1,999 for the version with the M1 Max chip and $3,999 for the M1 Ultra loaded computer. Studio Display is priced at $1,599.
Shares hit the high for the day near $163 at the beginning of the presentation and then dropped to around $159 shortly after it ended and were down slightly for the day.
During the presentation, Cook made no mention of the conflict in Ukraine. Apple said on March 1 it had paused all product sales in Russia in response to the Russian invasion. The Russian state media, RT News and Sputnik News are no longer available for download from the Apple Store outside Russia.
Apple’s Francesca Sweet talks about the enhanced features of the new iPhone SE in Cupertino, California. Reuters
Russia calls its actions in Ukraine a "special operation.”
NEW IPAID AIR, iPhone COLORS
The new iPad Air gets its first refresh in two years with a new design, 5G connectivity and a faster M1 chipset, popular in MacBooks. The starting price remained $599 and it will be available starting March 18.
The new iPad Air also features a 12-megapixel front camera.
Apple also announced new iPhone 13 models in two new finishes, including alpine green.
The company which has been broadening its services and other products also said its Apple TV+ product would begin showing Major League Baseball games on Friday nights. The weekly double header will be available in eight countries.
5G capabilities have been a big part of Apple's focus for the high end of its flagship product as customers look for powerful devices with better connectivity, with the iPhone 13 showing off custom 5G antennas and radio components for faster speeds.
Now, Apple's cheaper SE model is getting a 5G update, which may entice cost-conscious consumers to get new phones. 5G service is spotty in many areas around the world, but the capability gives buyers some "future-proof" protection for when the service becomes stronger.
The United States, Japan and Western Europe have been the top markets for iPhone SE sales in recent years, according to researcher IDC.
As there have been numerous problems at the iPhone supplier Foxconn's factory in Zhengzhou, China, including lockdown restrictions and employee riots, the Apple-focused analyst has reduced their shipping estimate by 20 per cent.
The product also has a two-piece design that enables users to magnetically detach the keyboard while still using the stand and safeguarding the iPad's rear.
The iPhone surely is the Apple of one’s eye. And the celebrated American company is living up to its reputation. Apple on Tuesday played to its strength with a powerful new iPhone and iPad models able to serve as stages for its new game and television services.
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