The iPhone 13 event was a case study on the refinement of Tim Cook-era products

Over the past ten years, Tim Cook’s biggest success as Apple’s CEO has been much more of the same. More iPhone, more iPhone accessories, more apps and so much more money. Although the Mac and iPad have occasionally fallen into disrepair, the company keeps coming back with new reasons to buy their big hits every year, and this year’s iPhone 13 event is a perfect case study on the degree of refinement.

As my colleague Jon Porter points out, the iPhone 13 is effectively the iPhone 12S, an iterative and incremental update to last year’s phones rather than something that feels new.

But what an update. What company wouldn’t dream of being able to say that they improved processing power, battery life, cameras, screens, storage capacity, connectivity, and design over the course of a year, all without changing the little price?

In 2021, they are now buying you the same $ 829 you paid last year twice storage, a huge additional 2.5 hours of battery life, more 5G bands and an additional brightness of 175 nights on the iPhone 12, in addition to the sensor stabilization system and sensor displacement 47% more great that was previously available exclusively at $ 1,099 i-up iPhone 12 Pro Max. A new cinematic video mode is also not exclusive to professionals (although the 120Hz screens will be smooth, there will be a new macro photography mode and ProRes video). While the company doesn’t offer any real numbers to back it up, Apple claims even the iPhone 13 Mini will provide you with the fastest processor available on any smartphone on the market.

Also, it can’t be said that the design hasn’t changed at all. While the notch it still exists, it is smaller. (I also really like the blue color of the iPhone 13 Pro.) The only compromise I can find this year, that is, before our reviews, is that the iPhone 13 line is so thick and heavy. You can find our comparison charts here.

This year’s iteration is so compelling that I’m vaguely tempted to upgrade my perfectly good iPhone 12 Mini to get a better camera with sensor change and one more hour of battery life. (I probably won’t, as the announcement means that the resale value of my existing phone has probably already dropped, but I’m worried that Apple may cut the Mini next year due to sales that appear to be are scarce). If I had an iPhone 11 or earlier, it wouldn’t be at all obvious; definitely in preorder Friday.

And while it may seem criminal that the new $ 32.2-inch 10.2-inch iPad still uses a Lightning connector and a first-generation Apple Pencil, Apple is still posting a decent update without asking for more money, doubling the base storage. from 32GB to 64GB, moving from the A10 Fusion chip to the A13 Bionic, and hopefully finally put a decent front camera (12MP, only 1.2MP!) on your entry-level tablet.

The story is a little different with the 6th generation iPad Mini, as it starts at $ 100 more than before at $ 499. But the incentives for the upgrade remain strong: it’s a crystal-clear upgrade over its predecessor with a larger, larger 8.3-inch screen resolution despite its slightly smaller, lighter frame with a connector magnetic to attach a second-generation Apple Pencil. It has the A15 Bionic chip of the new iPhone 13, but with the additional graphics core only a fine will be applied to the iPhone 13 Pro. The camera is bigger and faster at 12MP if / 1.8 (compared to 8MP if / 2.4), with 4K video for the first time, and both Wi-Fi 6 and 5G support it didn’t have on the model 2019. Just don’t go looking for a headphone plug.

Apple is managing all this during a pandemic and a global shortage of chips, and so far there has been only one indication that Tim Cook’s giant manufacturing machine can’t stand: it was rumored that the new Apple Watch Series 7 will be it would be delayed due to production issues, and although it reportedly overcame them, we have no release date for the new watch saved “later this fall” and Apple will be stringed over the details.

A spec sheet leaked by the watch suggests it should be shipped in September alongside the new phones, but the fine print says even its specs are “subject to change without notice” and Apple did not respond. to a request for comments on the document.

That’s why I say this event is one almost perfect case study: it’s not so clear why anyone would buy the 7 Series over a discounted 6 Series, despite the larger screen and apparently longer lasting. With the same battery life and no reason to believe that there is more power or processing functionality, in addition to a late start, it may be the insufficient iteration this year.