Apple on Tuesday introduced new products – computers, tablets and accessories – that were supposed to take consumers to another dimension from their living rooms, but did not expand on the next update to its mobile operating system, which could turn mobile advertising upside down. .
The star of the brand’s first marketing event on the apple in 2021 was its new tablet, the iPad Pro, equipped with 5G and the M1 chip, developed by Apple and integrated into its devices since the end of 2020.
In May, the 11-inch model will start at $ 800 in the United States (with minimal storage capacity and no access to cellular waves) and the 12.9-inch model will start at $ 1,100.
“In the context of telecommuting, Apple is experiencing a great renaissance on the iPad side, with growth of 40% year-over-year in recent quarters thanks to employees and students who have invested in the latest model,” commented analyst Dan Ives by Wedbush. .
He estimates that less than half of Apple’s tablet users worldwide have replaced their devices, which should give the new line a boost in the coming months.
The Californian group also bets on the M1, which is supposed to be more efficient. It replaced Intel’s chips in laptops released in November and is among the staples of new iPads and the brand’s new desktop, the iMac, which will start at $ 1,300.
The M1 in particular allows to reduce the noise level of the machine by 50%, says the company.
On the accessories side, Apple now produces Bluetooth beacons, Airtags, that attach to essentials (keys, bags, etc.) so you can easily find them through your iPhone.
They can only be used with mobile devices running iOS 14.5, the update that will be rolled out “next week,” according to a statement.
Apple’s operating system will include a device called Application Tracking Transparency (ATT), which is supposed to give users more control over their personal data.
But its neighbor Facebook and other publishers of mobile applications see it above all as a way for the tech giant to strengthen its control over the ecosystem and undermine its economic model based on advertising and therefore consumer monitoring.
juj / day / dax