Apple on Wednesday (September 7) unveiled new smartphones, priced similarly to the previous two iPhone lines, despite rampant inflation and component shortages, and new, more expensive watches. The technology giant has not revealed any fundamental changes for its handsets, except for the disappearance of the compartment for the sim card, replaced by its digital version. The new series of phones includes four models, from the iPhone 14, which will start at $800, to the iPhone 14 Pro Max, which will start at $1,100.

The group continues its strategy of growing its huge user base thanks to products that are considered to be among the most reliable and intuitive on the market, and a galaxy of accessories and services that encourage consumers to stay in the brand’s universe. . “Apple continued to grow strongly in the first half of 2022 thanks to solid demand for iPhone 13 – which was the best-selling smartphone worldwide over this period – and the new iPhone SE (3rd generation),” noted The Xuan Chiew of the Canalys firm.

According to the analyst, this success is due in particular to the maintenance of the prices of the iPhone 13 and the diversification of its production in India, when China closed many factories to avoid any contamination with Covid-19. From January to June 2022, the American group sold 106 million smartphones, which represents 18% of the global cake, or 8% more over one year, according to Canalys. Over this semester, Apple has captured 66% of the market for smartphones worth more than $600.

The iPhone 14 was touted as “faster than the competition”, with bigger screens, a longer battery life, and consistently better photo and video lenses in any light or stress.

These smartphones can send SOS by satellite and detect car accidents to alert emergency services more quickly. The face-to-face marketing event focused primarily on the latest generation of smartwatches, the Apple Watch Series 8 (starting at $400), and a new entry-level model, the Apple Watch SE (from $250).

Apple is, however, returning to high prices with a new watch designed specifically for extreme sports, from diving to hiking in glaciers, the Apple Watch Ultra. Priced from $800, its battery is supposed to be able to last more than two days – when used optimally – unlike the brand’s existing models which do not last a day.