Taking a look back at another week of news and headlines from Cupertino, this week’s Apple Loop includes surprising iPhone performance, surprising iPhone 14 price, iOS Always-On Display leaks, MacBook Pro questions, delay of the iPad operating system, Apple and Apple Microsoft’s advertising expansion. Silicone movement.
Apple Loop is here to remind you of some of the many discussions that have taken place around Apple in the last seven days (and you can read my weekly Android news roundup here on Forbes).
iPhone 14 set to increase performance
While the next iPhones may not have groundbreaking features, feeling more like “S” upgrades with each reveal, Apple seems ready to increase performance in phones. The latest details on lower-end iPhone 14 models suggest a modem rework to deliver a faster phone:
“…Apple has redesigned the insides of the iPhone 14 and iPhone 14 Max and will equip them with a new Qualcomm X65 modem. The former is usually done to improve heat build-up, allowing the chips to run faster for longer The latter is expected to be up to 30% faster than its predecessor, the X60, while adding global support for mmWave, the fastest 5G band.The leaker ends by saying ‘etc’, indicating that Apple has made more improvements elsewhere.”
iPhone price freeze
The iPhone looks set to challenge the competition in another way this fall. As prices rise across the board from vendors and outsourcers, Apple is looking to keep the price of the entry-level iPhone in 2023 at the same level as the 2022 model:
“…Apple’s decision was based on ‘stagnation in the global mobile phone market and declining demand…for which the price of the base model is frozen despite some price-increasing factors.’ Detailed by other leaks, these factors include an increase in component prices due to shortages and Apple updating several key elements of the iPhone 14 lineup. Most notably, an all-new front-facing camera module from LG Innotek, which according to leaks is triple the price of its predecessor”.
Apple leaks the iPhone’s always-on display
A closer look at the source code of Apple’s xCode development environment has revealed sample code and configurations that would allow iOS to deliver an always-on experience. That doesn’t guarantee that the tool will appear in the iPhone 14 family, but it makes it much more likely.
“Detected by rodelleim, an iOS developer, the fourth beta of Xcode 14 appears to include an example of what an Always on Display might look like for the iPhone. As seen below in the screenshot, the iPhone will appear to darken and dim on the screen when the Always On Display feature is turned on. “The developer notes that the (Tim Cook’s face) widget is usually in full color, but the SwiftUI preview removes all colors from the image when this potential feature is activated.”
Questioning the MacBook Pro
Every time there seems to be something to suggest that the 13-inch MacBook Pro might be a good idea, reality is knocking at the door. Even with a $200 discount just weeks after its release, the M2-powered laptop still feels isolated from the rest of Apple’s macOS portfolio. I’ve taken a look at the middle ground that the MacBook Pro is stuck on:
“Apple has kept this consumer-focused MacBook Pro for at least another two years, sitting uncomfortably between the MacBook Air for consumers and the MacBook Pro for professionals. It should offer more performance than the MacBook Air thanks to the M2’s active cooling. chipset, but it still doesn’t make it to the M1 Pro and M1 Max in the 2021 14-inch and 16-inch MacBook Pro models. It should offer better value for money than the larger MacBook pro models, but it’s the MacBook Air that carries new design cues and modern touches, not the smaller MacBook Pro.”
iPadOS update delayed
With the focus on the iPad platform pushing it toward more mobile computing work, iPadOS continues to expand and accommodate the changes required. This year’s update is running a few weeks late… expect it alongside an October release of macOS instead of the September release of iOS:
“It’s not uncommon for macOS to follow a few weeks after iOS, but iPad software has always been updated on the same schedule as its iPhone sibling. Since iPadOS split from iOS in 2019, the two operating systems arrived on the same day. [Bloomberg’s Mark] Gurman says that all of Apple’s software updates are running a bit late this year (Public Betas were released a bit later than usual, for example), but not drastically so.”
Apple prepares for ad expansion
Apple appears poised to expand its ad delivery system with a new set of hires suggesting a demand-side platform is in the works to serve ads across all Apple properties. This is likely to target areas like app store ads, in-app news and stocks, and potentially live streaming and media events (such as Friday night baseball:
“A DSP is a statement of intent for any ad business, not to mention one like Apple, which has grown exponentially thanks to its decision to make it difficult for companies to grow within its ecosystem. In fact, a DSP is a core part of an ad tech stack for any business with plans to earn more media dollars. It is the technology, or more specifically the software, that enables a marketer to advertise with the help of automation. Automating the process is important because It means marketers can set up campaigns and manage them relatively easily. In turn, they are likely to spend more.”
Moving from Intel to Apple Silicon, Apple’s Rosetta software allowed x86-based applications to continue running in the belief that developers would move to the ARM-based chipset over time. Microsoft’s popular Teams app has made that leap this week:
“We are rolling out a production-grade universal binary version of Teams, which means it will run natively across the entire line of Macs, including those with Apple Silicon. For Mac users, this means a significant increase in performance, ensuring efficient use of device resources. and an optimized Teams experience even when using multiple high-resolution monitors during calls or meetings.”
Apple Loop brings you seven days of highlights every weekend here at Forbes. Don’t forget to follow me so you don’t miss any coverage in the future. Last week’s Apple Loop can be read hereeither This week’s edition of Loop’s sister column Android Circuit is also available on Forbes.