(San Francisco) Apple is expected to present its new range of iPhones on Tuesday, with ever more efficient chips and lenses, and perhaps the universal charging port imposed by the European Union, much to the chagrin of the Californian giant.
It’s not the kind of technological innovation Apple likes to promote, but a Brussels law requires electronics makers to equip all new smartphones, tablets and cameras with a USB-C port by the end of 2024.
“According to rumors, Apple will adopt USB-C this year rather than waiting until next year to comply with European regulations,” notes Avi Greengart of Techsponential.
A small revolution for Apple’s ecosystem of products and services, which is difficult to integrate with other systems.
“This will annoy a lot of Apple users […], but they will get used to it, they will have no choice,” continues the analyst.
Two years ago, when the text was under discussion, the American group tried to oppose it.
The Apple brand argued that its “Lightning” technology equipped more than a billion devices around the world and estimated that the new regulations would “stifle innovation” and “harm consumers”.
For the European Union, on the contrary, it is about simplifying their lives and reducing the quantity of electronic waste created as chargers become obsolete.
“The common charger is common sense, and it is within reach,” European Commissioner Thierry Breton welcomed Tuesday in a statement sent to AFP. The measure is expected to save European consumers €250 million each year.
Tuesday’s marketing event is called “Wonderlust,” a portmanteau that combines “wanderlust” and “wonder.” Pre-recorded and broadcast online, it is generally watched in real time and delayed by millions of people.
After a disappointing quarter for iPhone sales and with the end of year holidays approaching, the company needs to fascinate the public.
Especially if its products become more expensive, as many market observers expect.
“Apple is expected to significantly raise prices for the ‘Pro’ models,” predicted Yory Wurmser of Insider Intelligence, “because of higher production costs,” between inflation and a saturated supply chain.
“It will be interesting to see what features are pushed and whether Apple can justify the higher prices,” he added.
From April to June, for the third quarter in a row, Apple recorded a decline in its turnover year-on-year (-1.4%), to $81.8 billion.
The reason for this is a 2.4% decline in sales for its flagship product, the iPhone.
For analyst Dan Ives, it’s a good time to raise prices for the new range, as computer chips gain capacity and batteries last longer.
He is also counting on “massive promotions from American operators over the coming months”, which should make it possible to sell “more iPhones and mitigate the impact of a slight price increase”.
Apple has a “golden installed base”, recalls the Wedbush expert, referring to the loyalty of users of the brand’s devices.
However, he specifies, “we estimate that around 25% of the 1.2 billion people who have iPhones have not updated their handset in 4 years”.
Dan Ives isn’t worried about the bad news from China either.
Reports that Beijing has banned the use of the iPhone in certain administrations and state-owned companies caused the American group’s stock to fall on the New York Stock Exchange last week.
If extended, such measures would represent a challenge for Apple, while China is its largest overseas market, but also largely its main production center.
Over two days, the stock lost more than 6%, dropping its market capitalization by more than $200 billion to $2,776 billion.
“This ban on the iPhone by the Chinese government is grossly exaggerated,” said Dan Ives. “Fewer than 500,000 iPhones are expected to be sold in China over the next 12 months, out of a total of around 45 million.”