What is Apple up to?

Based on materials phone arena

One of the best things about the iPhone is how controversial it is. From one

hand, there are many people who believe that hedoes not deserve its popularity. On the other hand, those for whom it is synonymous with a smartphone. And everyone has their own truth. However, in one area the iPhone has been the undisputed leader for many years - this is performance.

At the end of last year, the A15 Bionic chip in the newAt that moment, the iPhone 13 series outperformed any other smartphone in terms of performance. This even applies to specialized gaming solutions, such as the Asus ROG Phone 5 Ultimate, whose chipset performance is pushed to the limit. This peaceful mainstream iPhone just kept crushing the Android competition with far less RAM, overall not-so-great specs, and only an Apple-branded processor.

But nothing lasts forever, especially if the kingsmarket stop fighting for their throne and rest on their laurels. And recently, the contender for this throne began to claim his rights and try to beat Apple on its field. And no, it's suddenly not about Samsung.

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Qualcomm Snapdragon 8+ Gen 1 processor insideXiaomi's new smartphone is something Apple really needs to worry about. Thanks to him, the device was able to run the popular graphics-heavy game Genshin Impact at a higher frame rate (57.7) than the iPhone SE 2022, which, like the iPhone 13 Pro Max, is equipped with an A15 Bionic chip. The Apple phone averaged "only" 54 frames per second.

It may seem like an exaggeration to comparea new Android flagship with an old "middle" iPhone, just to conclude that the Snapdragon chip is better than the A15 Bionic, but... Qualcomm is catching up with Apple's processors and its next Qualcomm Snapdragon 8 Gen 2 could be more powerful than the iPhone 14 and his A16 Bionic. And that is not all.


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Apple lags behind Samsung in other trends as well

In addition to the possible loss of leadership in smartphone performance, judging by the leaks, the upcoming iPhone 14 will miss another very important trend in flagship smartphones - the presence of a periscope camera.

Obviously, the implementation of this feature, which almost every significant flagship on Android currently has, has been delayed until the end of next year, when the iPhone 15 arrives.

Of course, by that time most competitors(and their users) have become accustomed to the ability to create perfectly sharp photos at high zoom. In the meantime, Apple users will have to settle for a grainy digital zoom if they too want to take pictures of objects and people from a distance.

The fact that Apple is late for trends is alreadyhas become a trend. It won't be until this fall that iOS 16 will finally give Apple users the ability to customize their lock screens, while major flagship features like Always-on display aren't even on the table just yet, just unsubstantiated rumors.

Not to mention more advanced features likelike the split-screen multitasking that many Android users love and still missing from the iPhone… Not because Apple can't do it, but because it doesn't want to.

Apple is quite comfortable not lettingwhat its users may want and ask for, due to its dominance in the smartphone market, and in some regions even a monopoly. Simplicity is also the philosophy of the company, and has been for decades, ever since Steve Jobs, its longest-serving original co-founder and CEO, was behind the decisions that were made at the growing fruit company. .

But due to the large number of user complaintsand the ever-strong competition in the tablet market, Apple finally gave iPad users desktop-level multitasking this year. And we have already begun to think that this will never happen. So now we have to ask ourselves...

What will Apple do with the iPhone?

He needs a new advantage over Android.

Before moving on to a discussion of whatbecome Apple's long-term bargaining chip, let's see what the Cupertino giant has in the short term, what it can use to keep its users loyal.

The immediate outlook for Apple, especially inIn the context of the release of the iPhone 14, it will probably again be about security and privacy, in addition to the environmental agenda and regular software updates, because this is where Apple products still excel Android solutions.

Unlike many manufacturersAndroid devices, Apple does a great job of updating even older iPhones. For example, the first 2016 iPhone SE will get iOS 16 later this year - six years of a full update, including big software updates, not just minor security patches! Impressive, especially since Apple has not sold this smartphone for a long time.

In addition, Apple often relies onenvironmental and privacy to attract people. And going green doesn't just mean selling the iPhone charger separately instead of putting it in the box like we're all used to (although that's probably not for long). People are increasingly interested in the environment and reducing their own carbon footprint, so they are more likely than ever to choose a product that lives up to their ideals. According to Apple's iPhone 13 Green Report (yes, there is one in the world), late 2021 iPhone models have significantly reduced the use of rare earth elements. Instead, Apple is looking at greener options. These include using arsenic-free display glass for the iPhone 13 series, reusing recycled materials to build it, packaging using less plastic and more biodegradable materials. And, of course, the fact that the boxes for the iPhone 13 are smaller (because there's no charger inside or anything other than the iPhone itself) means that more boxes can be transported around the world at the same time, reducing the emissions caused by transportation. And it actually sounds quite convincing.

Plus, Apple has a trade-in program where your old iPhone can either get a new life or be recycled.

If you are the owner of an Android smartphone, who wouldwhether it's made by Google, Samsung, Nokia, or Xiaomi, you don't know if the company has taken the same environmental approach that Apple has taken with its iPhone. And far from always these companies do not care about the environment, it's just that Apple shouts much louder that it is making efforts to "save the environment." And people pay attention to it.


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And, of course, privacy, as without it.Another Apple favorite that has been a key element of every iPhone presentation for almost a decade. What looks like an undesirable limitation to many, Apple considers a privacy feature - the inability of users to download third-party apps on their iPhones. In turn, users of Android devices may accidentally install malware on their phones.

In addition, Apple has a great featuretransparency in tracking applications, which won over many users. Basically, it allows you to stop apps from tracking you. You can say "No thanks" and then the apps will have to show you less relevant ads because they won't have your profile anymore. While this is great from a user's point of view, for app developers and advertisers it looks like a pretty harsh measure, not to mention that the inner cynic may see all this as just an opportunity for Apple to develop its own system of rules for ads and force developers to comply with them. But yes, we definitely won’t hear about this in Apple’s presentation.

In any case, Apple knows what to do inin the short term to get people to buy iPhones and not Android phones. But perhaps now the company is focused on a much more important thing. This is, so to speak, her ace up the sleeve ...

iPhone doesn't have to be the best

As blasphemous as it sounds, it could make sense if Apple starts selling a new product that has features that a smartphone does not.

Concept Apple Glasses

This thing has been discussed before, and this thingis bound to remain relevant in the future, because even if most people don't realize it today, it is bound to come. And it will probably change our way of life in much the same way that smartphones did. It will be augmented reality, or AR.

For years, Apple has been secretly working onAR products such as the legendary Apple AR glasses, and the Cupertino-based SEO couldn't hide his excitement about this game-changing technology.

In an article from the end of last year for demonstrationof what AR is, the Oculus Quest 2 virtual reality headset from Meta* (Facebook) was used. Essentially, these are your smartphone apps floating in a real environment. You wear glasses slightly thicker than a normal pair, and with retinal projection or dual displays, one in each lens of the glasses, you see digital objects on top of what you see in the real world.

YouTube videos, article browser windows,like this, you can watch or read them without taking out your smartphone and holding this little rectangle in your hand, no longer limited by its physical form.

At first, your iPhone will likelystill useful, it will provide most of the processing power for your Apple AR glasses, but in a few years they will be able to do it all autonomously, and smartphones in general will become obsolete.

consumer augmented reality glasseslevels may appear in ten years, or they may appear in just a few months. Apple could announce its product officially for the first time this year, according to some rumors.

But the bottom line is that Apple, Meta* and many othersbig tech companies, including your favorite smartphone brand, are either working on AR products now or will start working after Apple makes a big announcement.

Thus, all this may giveidea of ​​why "iPhone is a bit behind other phones". Apple is probably no longer investing all its efforts in the iPhone, as it is busy improving AR technology. Waiting for the technology to be mature enough to be delivered to Apple lovers and Apple haters alike, turning AR overnight from something that only a few of us sometimes talk about into a new phenomenon, a real revolution in the world of technology. .

What do you think about the iPhonelagging behind other smartphones? Do you believe that Apple is no longer tense with it, as it has set itself the goal of doing something new and even more? Share your thoughts in the comments.

*Meta Platforms, which includes the social networks Facebook and Instagram, has been recognized as an extremist organization and banned in the Russian Federation.