Price Not Rising, Apple Focuses On Launching New Products With Safety And Adventure Features

Apple's new product focuses more on safety features. (photo: doc. apple)

JAKARTA In the launch of the latest product on Wednesday, September 7, Apple Inc did not raise the best-selling iPhone price this year. Instead, they focus on improving security, rather than striking new technical specifications. Only a new watch focuses on the new adventure features.

iPhone makers rely on safety technologies such as the ability to detect car accidents and call rescuers from remote mountaintops to increase their capacities on their devices. Apple positions itself as a brand that allows users to pursue excitement and adventure with better safety nets.

This intangible feature is something that makes you not only want products for yourself, but also for loved ones, said Ben Bajarin, head of consumer technology at Creative Strategies, as quoted by Reuters. "In the end, an increase in safety such as safety as a service, is very interesting as value proposition."

The iPhone lineup, which generates half of Apple's sales so far, is trending on cameras and battery life, although this only applies to the iPhone Pro lineup that gets upgraded to a whole new processor chip.

The high-end iPhone 14 price is the same as last year's iPhone 13 model. But Apple dropped its cheapest option, the iPhone Mini, which means the model with the lowest price now costs $100 lower than last year.

The iPhone 14 model will go on sale from $799 and the iPhone 14 Plus on $899. This product is available for preorders from September 9. While the iPhone Pro will cost $999 and the iPhone Pro Max $1099 and will be available for bookings on September 16.

Meet iPhone 14 Pro, iPhone 14, Apple Watch Series 8, Apple Watch Ultra, and AirPods Pro. All that and more from the #AppleEvent

— Apple (@Apple) September 7, 2022

"They basically decided to keep the price despite inflationary pressures," said DA analyst Davidson, Tom Forte.

Meanwhile, Apple explained that its satellite SOS feature will work with emergency respondents. Users will be able to use the FindMy app to share their location via satellite when they have no connectivity at all except for satellites.

The service will be free for two years on the iPhone 14. Unfortunately, Apple didn't say what would happen after that period.

Globalstar Inc shares jumped 20% on Wednesday, September 7 after the satellite service company announced it would be a satellite operator for Apple's emergency SOS service.

The Cupertino, California-based company also shows a new trio of Apple Watch. This includes a new Watch Ultra model aimed at extreme sports and diving and designed to challenge sports watch specialists, such as Garmin and Polar.

"Apple competes for a consumer segment that already has high loyalty to existing products and vendors, and that needs to prove itself over time," said Runar Bjorhovde, an analyst at Canalys.

On the front of the watch, Ultra costs USD 799 has a larger battery to defend through events such as triathlon and water resistance as well as better temperatures to operate in outdoor environments, as well as better GPS tracking for sport.

All watch products, including Series 8 at the same price as last year and an updated and cheaper SE model, and the new iPhone will have the ability to detect when a user has a serious car accident and contacts an emergency service.

The new Series 8 watch has a temperature sensor that will detect ovulation retroactively. The company emphasizes the privacy approach of its cycle tracking. Procurity privacy and health data has become the focus of technology companies after the US Supreme Court's decision to end the constitutional right to abortion in the United States.

As Apple Watch has pushed for additional sales from Apple's existing user base, the iPhone remains its business base with 52.4% of sales in the latest fiscal year. Investors continue to wonder what, which will be the company's next major product category.

Analysts expect the category to be a mixed reality headset that could soon emerge to market next year. But Apple did not provide clues about the potential product on Wednesday.

After the launch of this new product, Apple's shares closed up 0.9%, behind a 1.8% increase in S&P 500 for the session.