As every year, journalists from all over the world gathered this week for the launch of Apple's new catalog of novelties.
For those of us who were there, in the comfort of the Steve Jobs Theater chairs, at Apple Park, in Cupertino, California (USA), it did not seem coincidental that the ceremony began with the theme of 'Mission Impossible'.
This, because while it was a joke, Apple has been doing the impossible for years. It is almost a signature of the company to reach sectors declared as dead, resuscitate them and turn them into great sources of income.
Although far from being infallible, Apple often manages that some products that were received with sarcasm at the time end up being considered essential by thousands and, often, millions of its users.
It is for that reason that this note was written on an iPad, a tablet that when it was launched in 2010 received ridicule for its name. That's why I reviewed the audio of the ceremony with some AirPods, a Bluetooth connection headphones discarded as "strangers" at the beginning and whose success today no one questions. And that's why I carried the QR code of the invitation on an Apple Watch.
The company's smart watch is the latest exponent of the Apple effect. The Apple Watch was launched when watches were already seen as oddities disappearing in the era of 'smartphones' (Who needs a watch when he has a supercomputer in his pocket?). Not a few predicted his failure at that time. Now, when it has just presented its fourth generation, it is not only the best-selling smart watch, but, if you believe Apple, "the best-selling watch in the world."
Even more, Apple has managed to position its watch firmly in two essential fields: exercise and health. In the latter he is doing things that no manufacturer had achieved so far and this week's presentation showed clear intentions to reign in the sector.
That a mobile device – in fact, a 'wearable' – is able to take electrocardiograms that are useful for a doctor or that can detect if the user wearing it suffered a serious fall and managed to ask for help The emergency line if the person does not respond is the precise definition of notable.
And although other manufacturers have put on the market some developments of similar technology, the four series of the Apple Watch is the first to receive the certification of the FDA (the federal agency that regulates the health sector in the United States).
The ads did not stop there. Then came the iPhone X, which until another order is still pronounced as "iPhone Ten".
Shortly after being launched, in 2017, it was declared a failure countless times, especially due to its price, which in the United States began at $ 999. Apple, in fact, sold fewer units of this phone than other previous models, but precisely because of its high price received more profits from it.
Now that he withdrew the reference to make field for his successors, the iPhone Xs and the Xs Max, the manufacturer presents a range of 'smartphones' that start with $ 749 of the simplest iPhone Xr and reaches an overwhelming 1,499 for the iPhone XS Max of better specifications, with 512 GB of memory. Its price in Colombia will exceed five million pesos.
In just one year, the iPhone X went from being a single device to being a range in which there are at least three models and multiple options of capacity and color, including blue, yellow and even coral. All share in their 'brain' the most powerful chip that the firm has made: the A12 Bionic.
In this wonder of ten cores (six in the CPU and four in the GPU), Apple incorporates a neural engine capable of making five billion operations per second. The applications of similar computing power open the door to video games in augmented reality, computational photography capabilities and real-time automatic learning processes.
A novelty is the fact that, thanks to the electronic SIM (e-SIM), This will be the first generation of the iPhone capable of handling two lines at once (Dual SIM). It is telling, however, that Apple has announced that it will release a version aimed at the Chinese market, which instead of an electronic card will have slots for two physical SIM cards. This way, he makes sure not to irritate the authorities of that country, his second largest market in the world, who control and authenticate the telephone number assigned to each user. It is estimated that China accounted for 20 percent of Apple's profits last year.
EL TIME Technology Editor
On twitter: @WilsonVega