Apple leans on iPhone 13 battery life improvements to drive sales

iPhone 13 Professional

Supply: Apple Inc.

Apple introduced new iPhone models Tuesday in what’s an annual custom for the corporate forward of the vacation purchasing season.

The brand new fashions, known as iPhone 13, aren’t main advances over final yr’s fashions.

Final yr’s fashions gained 5G connections and a brand new, flatter design. This yr’s 4 new fashions look comparable, are available in the identical display screen sizes, have sooner processors and have embrace new pictures options focused at expert customers.

However Apple did current — and emphasize — one enchancment that anybody who picks up the brand new fashions will admire: longer battery life.

The emphasis on elevated battery life throughout Apple’s launch occasion highlights the challenges confronted by the corporate: It is is predicted to launch a materially higher gadget yearly to drive rising gross sales in a maturing market, the place main breakthroughs have gotten much less frequent.

Enhancements to display screen picture, processor pace or digicam high quality might enchantment to some — particularly pictures professionals — however yearly’s modifications require a extra discerning eye to note them.

All 4 new fashions will get a minimum of 90 extra minutes of battery life beneath regular use, Apple mentioned. The most important and most-expensive mannequin — the $1,099 iPhone 13 Professional Max — in addition to the best-selling mainline iPhone will get 150 extra minutes of battery life than final yr’s fashions, Apple mentioned.

For instance, the iPhone 12 will get 17 hours of video playback, in line with Apple’s web site. The iPhone 13 manages 19 hours, which works out to almost 12% extra battery life.

Battery life additionally stays probably the most essential options to shoppers, in line with many polls. In a single 2019 poll by SurveyMonkey, 76% of iPhone house owners mentioned longer battery life could be a function that might get them excited a few telephone improve.

One other function that rates highly on polls is storage space. Apple doubled the default space for storing on the iPhone 13 to 128GB on Tuesday with out elevating its value.

Apple is emphasizing these enhancements as Wall Road wonders if the corporate can preserve its iPhone momentum up. IPhones accounted for about half of Apple’s gross sales in 2020 regardless of efforts to diversify into headphones, equipment and on-line companies.

Apple additionally faces difficult comparisons to final yr’s elevated gross sales. Within the quarter that resulted in June, Apple bought practically $40 billion in iPhones. That is up greater than 49% from the identical interval in 2020.

When Apple releases iPhones that look totally different, they typically see a bump in gross sales, which some analysts name the corporate’s “supercycle.” Analysts are already questioning if the iPhone 13 will promote in comparison with final yr’s mannequin, though the iPhone 12 went on sale in October and November, later than this yr’s September launch date.

Buyers have considerations a few “materials moderation in upgrades” to 5G telephones following momentum from final yr’s Apple releases, JPMorgan analyst Samik Chatterjee wrote in a notice distributed shortly earlier than Apple’s launch.

In its presentation, Apple mentioned the will increase are pushed by larger batteries enabled by a inside redesign, in addition to Apple tweaking its processors to make use of energy extra effectively.

Whereas Apple cannot break the legal guidelines of physics — larger batteries imply extra energy — its skill to design the iPhone’s {hardware}, together with its chip and show, and its iOS software program means the corporate has full management many extra of the massive energy hogs that zap battery life, and may optimize them to squeeze somewhat extra juice.

In a difficult gross sales cycle in comparison with final yr, Apple is giving its clients what they need: extra space for storing and longer battery life. | Apple leans on iPhone 13 battery life enhancements to drive gross sales


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