Tim Cook hasn't mentioned 5G at all this year. Screenshot / CNET This "story is part of the event Apple , our comprehensive coverage of the latest news from Apple.
Apple executives spared no superlatives on Tuesday when the presentation of the new iPhone 13 and " from the iPhone " 13 Pro and Pro Max . The iPhone 13 Pro, they said, is the "most Pro " phone to date. The camera a "got an upgrade , and Apple tapped on Academy Award-winning director Kathryn Bigelow to show off her abilities, predicting that the new cinematic mode would open up opportunities for aspiring directors. they also noted, will be the most durable to date, with new ", bigger batteries down the line .
In the middle of the 80 minute presentation, about 90 seconds were spent on 5G
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It's a long way from when Apple brandished its new iPhone 12 nearly one year. Verizon CEO Hans Vestberg joined Apple CEO Tim Cook in the keynote address to talk about 5G, which served as the main feature and reason for the upgrade As recently as July, during Apple's fiscal third quarter earnings conference call, Cook said 5G was not in the works.it "that at the very beginning" and suggested a high cap. Yet on Tuesday it was barely a blip.
The relegation of 5G from the center of the stage to the secondary act underlines the bumpy introduction of next-generation wireless technology. Once heralded as a game changer with blazing speeds, the reality of 5G has been a hugely inconsistent set of experiences across devices and location. The result: consumers shrugging their shoulders at what carriers hoped to inject enthusiasm and enthusiasm into wireless service.
"From an Apple consumer-centric approach, there is no app that kills - other than a speed test - that really takes advantage of speeds faster and lower latency, "said Roger Entner, analyst at Recon Analytics. "Why advertise something that the consumer will not see as a tangible benefit?
Your experience with 5G was already inconsistent before iPhone 12. Verizon touted a super-fast flavor fueled by a millimeter wave spectrum, the type of connection that would allow you to download seasons of a TV show in seconds, but the service was only available in stadiums or overcrowded city centers - which were virtually empty thanks to the pandemic. On the other hand, T-Mobile touted full nationwide coverage with a version of 5G that was only slightly faster than 4G.
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But Apple was supposed to bring some simplicity and spark interest in 5G, just like it 'had done with everything, m paymentsobile to wireless charging. Other companies jump into new technology early on, but Apple has a refined version that is rocking the masses. The fact that Apple is adding all the flavors of 5G to all of its devices was an impressive feat.
"5G is the most exciting step yet," Cook said in his speech last year.
"5G has just become a reality," Vestberg said of the technology adoption by the iPhone.
Sales of the iPhone 12 have been buoyant from the start. A new design for the iPhone, featuring improved cameras, along with typical devotion from Apple fans, have boosted record sales of its latest flagship device. It was such a success that it drove Apple sales and profits to "new records despite the launch of a pandemic , says my colleague and reCNET editor-in-chief Ian Sherr.
But 5G was more of an engine of interest than an engine of interest.
More 5G in more places
This year, Cook didn 't mention 5G. Kaiann Drance, vice president of iPhone marketing for Apple, devoted a shallow 90-second segment to wider tech adoption with the new iPhone. She mentioned that the iPhone 13 would be able to connect to networks 5G "from over 200 operators in over 60 countries and regions this year.
" 5G will be much more relevant to consumers in Europe and the United States this year than last year, as carriers expand their mid-range 5G networks, "said Avi Greengart, analyst at Techsponential, who referred to the flavor of the spectrum that offers a good mix of speed and range.
Even in the United States, network deployments are still ongoing.
"5G is still not really ubiquitous despite operator claims " said Maribel Lopez, analyst at Lopez Research.
But beyond this short segment, Apple only offered a symbolic mention of 5G by touting its new " iPad Mini and Ninth generation iPad .
Apple was more inclined to talk about its iPhone's 5G capabilities a year ago. Drance told me and my colleague Patrick Holland about the technology they incorporated " in radios which prevented 5G from being a big consumerpower consumption on the iPhone 12 (Android makers also had similar settings).
Instead, Apple this year the focus has been on basic features such as improved " camera a "> , as well as the additional " autonomy .
However, this will not prevent operators from offer the new iPhone, which represents one of the biggest opportunities to catch new customers or to poach subscribers from competitors with certain good " deals . AT&T and Verizon, for example, have previously featured aggressive trade-in offers for the new iPhones , while T-Mobile is offering a upgrade "Forever " which gives you $ 800 for a new iPhone every two years.
It's not like 5G is a failure. The problem with technology, as confusing as its introduction is, is that there is still a lot of potential. It is still considered the foundation for other advancements such as self-driving cars and telemedicine.
Verizon and AT&T are racing to roll out a new mid-range spectrum flavor that's supposed to deliver a big speed boost to 5G, something T-Mobile has already done this year.
Perhaps at this point, Apple will find 5G interesting enough to be discussed again at a future iPhone launch.
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