Check out the new phone, much like the 'old phone. Apple This " story is part of Apple Event , our full coverage of the latest Apple news .
Ten years ago, Tim Cook took the stage at Apple 's Cupertino, Calif., head office, ready to lead his first event as the company's newly installed CEO. He was about to announce the company's new iPhone 4S, which looked superficially identical to the iPhone 4. Apple even signaled its lesser enthusiasm by skipping the pump and the usual bathroom circumstances. massive announcement filled with thousands of developers, partners and journalists, choosing instead the City Hall 's more intimate campus location .
Still, Cook was not discouraged. "It ' s an extraordinary moment to be at Apple "he said as he opened the event. " Today,we will remind you of the uniqueness of this company. "
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Shortly after, the company said it had taken 1 million orders for the iPhone 4S in its first 24 hours of sale, compared to 600,000 for the iPhone 4. The iPhone 4S has more than doubled the opening weekend sales of its predecessor.
Ten years later, Apple finds itself in a similar situation with the iPhone "13 , announced Tuesday during the September Apple event .
Now playing: Watch this: Apple announces the new iPhone 13 line, the Apple Watch series ...
The device follows last year's major overhaul for the iPhone 12. And unlike the 'iPhone 4S, whose new voice assistant Siri has become a media darling "partly for his cheesy jokes - " Two iPhones walk into a bar ... "- the iPhone 13 was virtually identical to the previous iteration and focused on incremental improvements of features like camera and battery life.
In the hands of any other company, this could be a shrug-worthy version. But at Apple, it's done bytie of a series of successful iPhone launches that attract crowds of customers. Ten years ago, critics called it the "Reality Warp field," the seeming magic of Apple co-founder Steve Jobs that made people covet his company's products. After all this time, the bit of magic that sparks interest and conversation still exists, even though the excitement has waned.
"The company offers enough new features to meet consumer demand, Ben " Wood , analyst at CCS Insight, wrote in an analysis of the event. "Apple has a proven and profitable approach that it seems capable of sustaining.
The LG Wing offered an unusual version of the smartphone. Angela Lang / CNET
Ironically, this perception of magic is supported by an incremental and arguably boring upgrade path with some major technological advancements. Yet it won out against rivals who have tried everything, indirectly facing the iPhone with flagship products like the Galaxy "S21 with new wacky ideas like the LG Wing or Samsung " Galaxy Z Fold .
In comparison, iPhone 13 is not much different from iPhone 12, iPhone 11, or iPhone 10 in terms of size and function. It's " faster , of course, and it " offers better cameras . iPhone 13 Pro has zoom 3X optics, but this is only an improvement of a functioexisting nnality.
Missing the gee-whiz tricks or futuristic appeal of the "Samsung Galaxy Z Fold 3 , but the analyst Moor Insights and Strategy Patrick "Moorhead said this didn 't matter much to phone buyers, as few companies innovate on the design a proven track record of a glass screen on a l body.
"Smartphones are mature, and in a country where there is not much innovation outside of Samsung, people say, eh, that's good enough, "he said.
Not much change
Quiz pop: Is this an iPhone 12 or iPhone 13? Sarah Tew / CNET
At first glance, it would be hard to discerning an outward difference between the iPhone 13 and its predecessor.There is one, a slightly (20%) thinner notch at the top that you won't really notice unless you stack an older iPhone next to it. The two objectives of the appareil photo of iPhone 13 are stacked diagonally to those of iPhone 12, one on top of the other.
Oh, there's a new color: the pink.
Rather than dwelling on looks, Apple has spent most of its time talking about the camera, including a new cinematic mode with adjustable focus and a number of new photography tips computer to help with movies, low-light photos, and image stabilization.
While Apple fans and the media can hit Apple for gradual changes, most consumers looking to upgrade from a 2 or 3 year old iPhone will probably be delighted. For them, it will be a huge improvement in processing speed, screen quality, battery life and more. camera quality.
"Although none of this isbe revolutionary, it combines only to create a considerably better experience for consumers who upgrade after two to four years, "said Avi " Greengart , an analyst at Techsponential.
The new iPad Mini is designed to be used in landscape orientation. Screenshot / CNET
The iPhone 13 wasn't the only product to keep the same look as previous models. Apple kicked off the 80-Minute Presentation with a new ninth-generation iPad, which looked identical to the previous generation.
The Apple Watch Series 7 promises a bigger screen. Apple
Apple has released a " new 8.3-inch iPad Mini - the first in two and a half years. But its main argument sale appeared to be that Apple had simply shrunk last year's iPad Air, removing the home buttonand shrinking the bezel to fit a larger screen. It comes with an upgraded 12-megapixel front camera for better FaceTime video chats, support for second-generation Apple Pencil, a Touch ID fingerprint unlock feature built into the power button, and a bullet "A15 Bionic more fast .
The only device that received a major facelift was the Apple "Watch Series 7 , which got a slightly heavier body (1mm) and thinner bezel, making it a larger screen . In recent years, the Apple Watch "has been known for integrate new health features such as an EKG, butThis model of the year builds on the new body and gradual upgrades such as faster wireless charging, shock and dirt resistance.
"It doesn't matter if Apple changes its wearable products only slightly, as the company's strong brand and customer loyalty will maintain their popularity," said Rupantar Guha, analyst at GlobalData.
A different place
Fortnite, Epic 's hit fighting game, has created a lot of legal problems for Apple. Sarah Tew / CNET
When Cook unveiled the iPhone 4S, Apple couldn't be wrong. Along with other tech giants, it was a darling of American industry.
The iPhone 13 arrives in a very different environment. Lawmakers are wondering if "Apple is exercising too much control on its App Store, to the point of crushing the competition. It has just won a mixed victory " against editor Fortnite Epic in a legal battle over app commissions, one that will probably "continue , given that Epic has signaled its desire to appeal the decision. The company is also facing criticism internally, wi e the #AppleToo movement led by employees hoping to push management to fix "this which they see as a toxic corporate culture .
None of these issues arose during Tuesday's presentation, which focused on hardware, services, and how Apple products can help customers.
And while it's not clear to what extent the backlash to which Big Techs - which have also hit Google, Facebook and Amazon - will affect sales or the " public perception of Apple , we are far from it 'days when customers, partners and developers were blindly revered on the altar of iPhones.
It's another kind of "extraordinary time " for Apple and maybe not even a cook could not have been expected.