The verdict quickly fell: the new generation of iPhones, many observers wrote after the presentation, should have been called 12s instead of 13. This is what Apple did when the new models looked little different from the previous ones, from the less outwardly. It’s a bit unfair, but there are some innovations in the almost identical case. The improvements, however, are all within the expected range and have disappointed many observers.
Apple is to blame for this, after all they still portray themselves as a tech pioneer. This time around, many expected that Apple could introduce a connection to a satellite network, so that in an emergency, for example, you can use the iPhone to call for help where it doesn’t. there is no cellular network. Others had hoped that Apple would finally leave its particular path and, like other manufacturers, would also install a USB-C socket.
Instead, there were only improvements in smaller stages. This is also evident from the fact that Apple places particular emphasis on the cameras of the Pro models. In fact, they are some of the best the market has to offer. What is missing, however, is a telephoto periscope, i.e. a horizontally installed lens that allows for longer focal lengths. At least there is a macro function that allows you to move up to two centimeters towards an object.
What the new chips are used for in the bellies of iPhones is also shown during the photoshoot and filming. For example, you can make sure that when shooting, the focus is automatically from person to person if the first person turns away – a familiar effect from the cinema. And in order to offer itself to journalists as an always-on camera, perhaps not in Hollywood, the Pro-iPhones can now also record in Pro-Raw format, which can be easily processed in common editing programs.
But this leads to the next problem: storage space. If you want to film extensively in raw format, you shouldn’t be too stingy when it comes to storage space. And as always, Apple is reaching out here powerfully. While you can get a good memory card with a terabyte of space for $ 200-250, Californians charge $ 580 more if you want to go from 128 gigabytes to a terabyte instead of the smaller configuration. The iPhone 13 Pro then costs 1729 euros, the slightly larger iPhone 13 Pro Max a hundred more.
The fact that a number of commentators are now disappointed is unusual for Apple. However, it also makes it clear that the days of the big hype are over. And that shows the danger in which the group places itself. Apple has, you have to admit, excellent marketing. But anyone who knows a little about this industry also knows that the products that are advertised must also meet the demands of marketing. If you let yourself be carried to the sky, you shouldn’t be surprised when customers expect a lot and maybe be disappointed when it becomes clear that even in Cupertino people only cook with water.
There haven’t been any major leaps in development for a long time
There is one thing that should not be overlooked: what a smartphone like the iPhone 13 Pro can do is amazing. For the “Hollywood function” alone, each individual image must be checked to see what is happening with the recognized faces in the image – this is only possible with the latest chip technology. Apple is indeed far ahead and continues to invest, including in Munich, where we are working on 5G chips.
Major leaps in development, like those that existed at the start of smartphone development, haven’t been seen for a long time. This is certainly due in part to the fact that, except for measurements, it is barely noticeable when a chip calculates that many percent faster than its predecessor. The latter was almost overpowered for the tasks he usually has to face. Some are also of the opinion that the genre of smartphones is fully developed and that little more than small steps of improvement can be expected. Maybe it is, but maybe the next revolution is already being cobbled together in some labs. Copying too quickly could get you over your feet: at the start of the 20th century, it was believed that everything was discovered in physics. Then came Einstein.