Taking a look back at this week’s news and headlines from Apple, including all the news from Apple’s Glowtime event, the new iPhone 16 and iPhone 16 Pro, Apple Intelligence delays, Apple Watch Series 10 comparisons, AirPods’ hearing aid victory, and Apple’s EU tax defeat.
Apple Loop is here to remind you of a few of the many discussions around Apple in the last seven days. You can also read my weekly digest of Android news here on Forbes.
Glancing At Glowtime
It’s a mixed bag of news this week, but the focus is all in a single place… Apple’s September launch event. Called Glowtime, it saw new iPhones, Apple Watches, and Airpods alongside refreshes to some of the existing ranges.
The key hardware launches were, of course, the four new iPhones. The iPhone 16 and iPhone 16 Plus are at the consumer level, and the iPhone 16 Pro and 16 Pro Max represent the more expensive and capable professional level. No doubt there are countless small fixes and tweaks, but WSJ’s Joanna Stern’s headline sums up the changes nicely:
“While We Wait for Apple Intelligence, Check Out These Buttons.”
(WSJ).
These buttons are the Action Button and Camera Button. The latter spread from just the iPhone 15 Pro and Pro Max through to all four iPhone 16 models, as does the new addition of the Camera Button:
“The iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max all feature the Camera Control button on the right side. This tactile switch can be used in a variety of ways. You can tap, press, press-and-hold, or swipe it to perform different actions in the Camera app. Apple says that it’ll allow developers to bring Camera Control to third-party apps such as Snapchat.”
(Forbes).
It’s been known for some time that the Apple Intelligence software suite will be a long and staggered release through to late Q1 2025. The iPhone 16 and 16 Pro handsets need to be ready, and that means Apple has lifted the vanilla iPhone 16 up to broadly the same specs as the 16 Pro to ensure capability.
“A 16-core neural engine will accelerate Apple Intelligence’s AI and machine learning capabilities, and 17 percent higher memory bandwidth compared to the A16 rounds out its capabilities. The chip is built using a “second-generation 3 nm” manufacturing process, most likely from longtime Apple manufacturing partner TSMC. Apple didn’t mention RAM specifically—it rarely does, for iPhones—but the A18 likely has at least 8GB of RAM to help it run Apple Intelligence models. The A16 in the iPhone 15 included 6GB of RAM.”
(Ars Technica).
Pre-Orders And Offers
Working alongside its retail partners, Apple is offering up to $1,000 credit when you trade in an older iPhone to buy the latest model or one of the new peripherals. Given the rising number of scams out there, going through the official channels is a sensible choice to stay safe:
“Apple’s latest post on its Newsroom says that the “iPhone keeps its value better than any other smartphone, making it even more valuable when customers trade in an old device. Customers can get $180 to $650 in credit when they trade in iPhone 12 or higher, or up to $1,000 in credits to put toward iPhone 16 Pro with a carrier promotion.
(Forbes).
One interesting thing, is that even in its own press release promoting the pre-orders, the company takes another heavy-handed moment to push Apple Intelligence.
“By shopping directly at Apple, customers can learn about Apple Intelligence1 — the personal intelligence system built for iPhone, iPad, and Mac — from Apple Specialists, and get help choosing from a variety of financing options and carrier deals for a seamless upgrade experience. Apple also offers customers convenient delivery and pickup options at their local Apple Store.”
(Apple Newsroom).
A New Color And A New Watch
Apple brought the next mainline model of the Apple Watch to the Glowtime stage. The Apple Watch Series 10 offers a brighter display with a faster refresh rate, in a smaller package. The obvious comparison is to last year’s Apple Watch Ultra 2 smartwatch (which picked up a new titanium colorway this week), and Andrew Gebhart has done just that:
“While the Apple Watch Series 10 has a bigger screen than the Series 9 and adds a depth gauge, the Apple Watch Ultra 2 keeps its advantage as far as durability and battery life are concerned. For ordinary exercise and activities, you can save money and get most of the Ultra’s features with the Series 10. For extreme sports, the Apple Watch Ultra 2 is still unmatched thanks to its ability to survive high-pressure water sports.”
(PC Mag).
The Important AirPods Pro Announcement
While Apple released the new AirPods 4 at Glowtime, there was an announcement that will have a much more significant impact. The FDA, America’s public health regulator has now cleared the’ heading aid’ functionality. Apple is about to enter a brand new market, one without the gee-whiz of AR but one which will help a key sense of millions of people:
“Today, the U.S. Food and Drug Administration authorized the first over-the-counter (OTC) hearing aid software device, Hearing Aid Feature, intended to be used with compatible versions of the Apple AirPods Pro headphones. Once installed and customized to the user’s hearing needs, the Hearing Aid Feature enables compatible versions of the AirPods Pro to serve as an OTC hearing aid, intended to amplify sounds for individuals 18 years or older with perceived mild to moderate hearing impairment. “
(FDA via TechCrunch).
The Slow Pace Of iPhone Innovation
What do all these hardware releases add up to? While the ‘“coming soon” generative AI software and updated camera features caught the headlines, the slower pace of innovation is becoming clear :
“There is a growing feeling that smartphone updates have become a bit boring. Apple is not immune to this trend and is betting on software and AI to breathe new life into its most important product to reignite consumer interest and drive upgrade purchases.ch
(Ben Woods, CCS insight).
And Finally…
A ruling by the European Union’s top court has seen Apple ordered to pay $ 14.4 billion in back taxes to the Irish government. The verdict covers Apple’s tax affairs from 2016.
“This case has never been about how much tax we pay, but which government we are required to pay it to. We always pay all the taxes we owe wherever we operate and there has never been a special deal,” an Apple spokesperson said. “The European Commission is trying to retroactively change the rules and ignore that, as required by international tax law, our income was already subject to taxes in the US.””
(CNBC).
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.
