Taking a look back at another week of news and headlines from Cupertino, this week’s Apple Loop includes Apple’s launch date confirmation, iPhone 14 Pro Max details leak, Apple diversifies more production, Mac self repair program launched, Apple Maps prepares advertising plan, and iPhone speaker problems continue.
Apple Loop is here to remind you of a few of the very many discussions that have happened around Apple over the last seven days (and you can read my weekly digest of Android news here on Forbes).
iPhone 14 Launch Details Confirmed
With a hint of the nineties tag-line (‘Far Out’), Apple has confirmed a launch event for September 7th. This will be for the new iPhone 14 family and a number of peripherals, likely including the next Apple Watch. Curiously, the launch and presumably the retail release is happening a week earlier than previous years would suggest:
“The intriguing “Far out” tagline could be teasing a few other improvements. Maybe updates to the telephoto camera on its iPhones? Or the long-rumored satellite connectivity of some kind? And a short video tweeted by Apple’s SVP of marketing Greg Joswiak really leans into the stars motif, which could suggest the addition of an astrophotography feature.”
Which iPhone Will Be The Most Popular?
We may have the launch dates, but the jury is still out on the mix of the iPhone 14 family. Where will Apple place more stock and what are the market expectations? The display market offers a solid look at the production mix. Curiously the largest and most expensive iPhone – the 14 Pro Mx – is being backed to be the most popular handset.
“The iPhone 14 Pro Max has the highest share of panel production and shipments with a 29% and 28% share respectively. The 14 Max has the smallest share at 21% of production and 19% of shipments. It is expected to make up a lot of ground in September.”
(Ross Young via Forbes).
Apple Builds Up A Diverse iPhone Production Portfolio
Apple continues to diversify its manufacturing options and again it is leaning away from China. While that will be the largest share for some time to come, last week’s expansion of its Vietnamese plants has been joined by those in India:
“The company has been working with suppliers to ramp up manufacturing in India and shorten the lag in production of the new iPhone from the typical six to nine months for previous launches, according to people familiar with the matter. Apple, which long made most of its iPhones in China, is seeking alternatives as Xi Jinping’s administration clashes with the US government and imposes lockdowns across the country that have disrupted economic activity.”
Apple Launches Mac Self Repair Program
Apple’s self repair program for the Mac has been launched, with the M1 MacBook Air and M1 MacBook Pro the first models to have genuine Apple parts offered to consumers. What many would hope is a simple process has been turned into a bit of a marathon. As the team at iFixit notes, something that seems an obvious repair – switching out the laptop battery – following Apple’s instructions requires a 162-page guide and replacing the entire top case and all of the components that are part of that
“…It’s that long because the manual says that to replace the battery, you’ve got to replace the entire top case. At the time of writing, Apple will not sell you a replacement MacBook Pro battery. They sell you a “Top Case with Battery and Keyboard.” And so their guide has you remove literally every component from the top case. The laptop is built on the top case, so to get to it, you’ve got to demanufacture the whole thing.”
(Apple via iFixit)
Apple Maps Ready To Show Ads
Apple is preparing to add advertising into its own mapping system that is pre-installed on its mobile devices. Expected to debut next year, this is part of Apple’s drive to increase the company’s display ad business by 150 per cent from $4 billion to $10 billion per year:
“Ads in the Apple Maps app would not be the traditional banner ads that you see on websites, but rather paid search results. For example, a fast food chain could pay Apple to appear near the top of the results when a user searches for “burgers” or “fries.” Many similar apps already offer search ads, including Google Maps, Waze, and Yelp.”
(Bloomberg via MacRumors).
Apple has extended its service program to repair the iPhone 12 and iPhone 12 Pro speakers that are rendered inoperative due to a known fault in the receiver module. Initally set at two years, this has been extended another twelve months:
“When the service program first began, Apple said that the program covered affected iPhone 12 and iPhone 12 Pro devices for 2 years after the first retail sale of the unit. In a quiet update to the support document today, Apple extended that to three years after the first retail sale of the unit. This gives iPhone 12 and iPhone 12 Pro users an extra year of coverage for this issue.”
(Apple via 9to5 Mac).
Apple Loop brings you seven days worth of highlights every weekend here on Forbes. Don’t forget to follow me so you don’t miss any coverage in the future. Last week’s Apple Loop can be read here, or this week’s edition of Loop’s sister column, Android Circuit, is also available on Forbes.