Apple has released its iPhone 14 Pro and iPhone 14 Pro Max, which it says is the most advanced Pro line-up to date.
In a statement, the firm says the line-up features the Dynamic Island – a new design that introduces an intuitive way to experience iPhone – and the always-on display.
“Our customers count on their iPhones every day, and with iPhone 14 Pro and iPhone 14 Pro Max, we’re delivering more advancements than any other iPhone,” says Greg Joswiak, Apple senior vice-president of worldwide marketing.
“iPhone 14 Pro introduces a camera system that empowers every user – from the casual user to the professional – to take their best photos and video, and innovative new technologies like the always-on display and the Dynamic Island, which offers new interactions for notifications and activities.
“Groundbreaking safety capabilities bring users even more security, offering help when they need it most. And with the incredibly powerful and efficient A16 Bionic chip and all-day battery life, this is the best iPhone yet.”
Slowing demand
Apple’s new releases come as the global smartphone market declined by 9% year-on-year (YOY) and 10% quarter-on-quarter to 294.5 million units in Q2 2022, according to Counterpoint Research.
The market research firm says this was the first time quarterly shipments dropped below 300 million units since Q2 2020 during the early part of the COVID-19 pandemic.
It notes Samsung was the only top-five smartphone brand to grow YOY, increasing shipments by 8% YOY and growing market share by three percentage points to 21%.
Apple’s shipments declined by 5% YOY in Q2 2022, although its share increased in a diminished market.
iPhone 14 Pro and iPhone 14 Pro Max feature a stainless steel and textured matte glass design in four colours.
Available in 6.1-inch and 6.7-inch sizes, both models include a new Super Retina XDR display with ProMotion that features the always-on display enabled by a new 1Hz refresh rate.
Apple says this makes the new lock screen more useful, keeping the time, widgets and Live Activities available at a glance.
“The advanced display also brings the same peak HDR brightness level as Pro Display XDR, and the highest outdoor peak brightness in a smartphone: up to 2 000-nits, which is twice as bright as iPhone 13 Pro,” says the company.
The iPhone 14 line-up also introduces new safety capabilities that can provide emergency assistance.
With a dual-core accelerometer capable of detecting G-force measurements of up to 256Gs and a high range gyroscope, crash detection on iPhone can detect a severe car crash and automatically dial emergency services when a user is unconscious or unable to reach their iPhone.
According to Apple, these capabilities build on existing components, like the barometer, which can detect cabin pressure changes, the GPS for additional input for speed changes, and the microphone, which can recognise loud noises typified by severe car crashes.
Advanced Apple-designed motion algorithms trained with over a million hours of real-world driving and crash record data provide better accuracy, says Apple.
“When combined with Apple Watch, Crash Detection seamlessly leverages the unique strength of both devices to get users help efficiently. When a severe crash is detected, the emergency services call interface will appear on Apple Watch, as it is most likely to be in closer proximity to the user, while the call is placed through iPhone if it is in range for the best possible connection.”
Satellite-based SOS
The iPhone 14 line-up also introduces Emergency SOS via satellite, which combines custom components integrated with software to allow antennas to connect directly to a satellite, enabling messaging with emergency services when outside of cellular or WiFi coverage.
Apple explains that satellites are moving targets with low bandwidth, and it can take minutes for messages to get through.
“Since every second counts, with Emergency SOS via satellite, iPhone front-loads a few vital questions to assess the user’s situation and shows them where to point their phone to connect to a satellite.
“The initial questionnaire and follow-up messages are then relayed to centres staffed by Apple‑trained specialists who can call for help on the user’s behalf. This breakthrough technology also allows users to manually share their location over satellite with Find My when there is no cellular or WiFi connection, providing a sense of security when hiking or camping off the grid.”
It says Emergency SOS via satellite will be available to users in the US and Canada in November, and the service will be free for two years.
An iPhone screen reading “Emergency SOS via satellite” instructs the user to be outside to get a connection, cautions that messages will take longer to send, and prompts users to answer questions to help get a faster response.
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