Introduction
Apple is on the verge of unveiling its latest products, the iPhone 15 and the next-generation Apple Watches. While the iPhone 15 represents another significant step toward Apple's vision of an all-screen smartphone, the changes to the Apple Watch lineup are expected to be more moderate. Additionally, in the tech world, Samsung has recently revealed its new lineup of phones, tablets, and smartwatches.
The Evolution of the iPhone
Apple has been pursuing the goal of creating an iPhone with an entirely borderless display, free from any notches or cutouts for cameras and sensors. This journey began in 2017 with the introduction of the iPhone X, which featured a display that extended to the edges at the top and bottom, though it still had a notch to accommodate Face ID and various sensors.
In 2020, the iPhone 12 further reduced bezel thickness, and the iPhone 13 Pro in 2021 made strides in reducing the size of the notch. Last year, Apple introduced the Dynamic Island, further minimizing the notch area.
In the upcoming iPhone 15 lineup, two significant changes will bring Apple closer to achieving its dream iPhone. The standard iPhone 15 models will replace the notch with the Dynamic Island, while the Pro and Pro Max models will adopt a new display technology called "low-injection pressure over-molding" (LIPO), effectively reducing the border size around the display to 1.5 millimeters.
LIPO technology was first introduced in the Apple Watch Series 7, which made the watch's borders thinner and expanded the display. Apple also has plans to introduce this feature to its iPad lineup in the future.
In addition to the display enhancements, the iPhone 15 and 15 Pro models will feature various other upgrades, making it the most significant update since the introduction of 5G capability three years ago. These updates include camera improvements, the new A16 chip, and a transition from the Lightning connector to USB-C.
Notably, the Pro models will feature a new titanium design, offering a more premium and durable finish compared to the previous stainless-steel edges. The frosted glass back remains, but the edges are now smoother. Inside, the iPhone 15 Pro's design aligns with the revamped aluminum chassis of the regular iPhone 14, making the phone easier to repair.
The transition to USB-C enables faster data transfer speeds, and major rear camera upgrades provide improved optical zoom capabilities. The Pro models will also feature a 3-nanometer chip for faster performance.
Apple initially planned touch-sensitive buttons with haptic feedback for volume controls, the mute/ring switch, and the power button, codenamed "Bongo." However, this feature was canceled due to engineering challenges and cost concerns. Instead, the mute/ring switch will become an "Action button" that users can customize via software.
Expect minor price increases for all iPhone 15 models, both within and outside the United States. This is partly due to the shift to titanium and the enhanced camera system in the iPhone 15 Pro Max.
The Upcoming Apple Watch Lineup
The upcoming Apple Watch lineup is expected to comprise three tiers, including the Series 9 models in 41- and 45-millimeter sizes, as well as a second-generation Apple Watch Ultra. There won't be a new Apple Watch SE this year, as it follows a two-year upgrade cycle and was refreshed in 2022.
All models in this year's lineup will receive a significant performance boost thanks to the new S9 processor, marking a notable speed improvement since the introduction of the S6 chip in 2020.
Notably, Apple considered introducing a dark titanium color option for the Apple Watch but ultimately scrapped it due to design preferences. However, there's a possibility it may return in 2023.
Samsung's Modest Upgrades
In contrast to Apple's upcoming innovations, Samsung's recent releases appear to offer mostly modest upgrades to its phones, tablets, and watches. The new Fold and Flip phones feature flatter hinges, faster processors, and minor camera improvements. While the naming suggests Fold 4S and Flip 4S, they are labeled as Fold 5 and Flip 5.
Samsung's watch upgrades also bring faster processors and slightly larger displays, while the S9 tablet lineup receives incremental improvements, including faster chips and OLED screens for some models.
Apple's Advantage
The lack of major innovations in Samsung's recent releases provides an advantage to Apple, which is set to launch its most significant iPhone upgrade in three years. Although Apple does not have a folding phone, Samsung's updates are not expected to steal the spotlight from Apple's new offerings.
Regarding tablets and watches, Apple may not introduce significant changes this year but could learn from Samsung's adoption of in-screen fingerprint readers and consider larger iPad screen sizes in the future.
Conclusion
Apple is scheduled to announce its quarterly earnings on August 3. This period covers the last three months before the introduction of the iPhone 15. While this quarter may not have featured major revenue drivers, it did see the release of new Mac products. Wall Street anticipates revenue of approximately $81.5 billion, marking the third consecutive year-over-year quarterly decline, with growth expected to resume in the upcoming quarters.
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