Yesterday's Apple announcement opened with the launch of the SmartHome Mini, swiftly followed by the unveiling of the latest iPhone, the launch of four new models in one: iPhone 12, iPhone 12 Mini, iPhone 12 Pro, and iPhone 12 Pro Max. In addition, the 6.7-inch iPhone 12 Pro Max is the biggest iPhone ever released.
The evening’s event fell short of a big bang announcement with clear deliverables and action plans for business when compared to the iOS 14 unveiling at WWDC 2020 back in September. However, there are some clear indications of the direction of travel for the brand in the coming year that can be leveraged by organisations looking to enhance experiences, deliver convenience and capitalise on connectivity both within their organisations, and for their customers.
Emphasising collaboration and partnership, Apple positioned the iPhone as a medium for emerging technologies to come to maturity, and to shape the “next normal”. With a focus on real time, real-life(like) and real life experiences facilitated through Apple products, it's a fitting vision for a brand with a 50% market share across Europe and the USA. It has certainly given us a lot of food for thought, which we will continue to mull over with our clients in the coming days and weeks.
Here are four key takeaways from the hour long event, covering new technologies, a direction of travel for the future, and perhaps an opportunity for businesses to introspect.