By my reckoning, this is Apple’s 22nd iPhone launch since Steve Jobs took to the stage in September 2007 - which explains why this is no longer the event it used to be - to all but the most hardened tech nerds, like me.
And despite the fact the newest iPhone looks almost identical to the previous generation, the company has once again pushed forward in its process of marginal gains, and once again created the world’s greatest smartphone.
Today, its devices are at the cutting-edge of tech, delivering gains with every new release, and no longer just commanding a premium price for exquisite design , because creating such advanced features costs money too. Thanks to Apple, these people all celebrated birthdays they wouldn’t have had without the watch on their wrist, or phone in their pocket - a bold, but truly reality-changing fact - we rely on our phones and smart devices.Apple focused a lot on its push for sustainability - announcing some of its products were now carbon-neutral, which is a huge turnaround from a business labelled “least green” tech company by Greenpeace in 2011.
Handily, the improved, brighter screen comes with Ceramic Shield, which strengthens the screen glass - music to the ears of parents around the globe. Apple’s top-end flagship model, the iPhone 15 Pro and Pro Max stepped it as the first to me made from titanium - an Alloy the company says is lighter, durable and used on the Mars Rover.These new models introduce an ‘action’ button which replaces the ‘silent’ switch seen since the dawn of the iPhone and can be used to control a number of features we use on our devices.
The devices both start at the same price as last year’s models - kicking off at $1299, pre-order from Friday and on-sale 22nd September.
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