Apple on Tuesday introduced new products – computer, tablet and accessories – supposed to take the consumer to another dimension from their living room, but did not expand on the next update of its mobile operating system, which could turn mobile advertising upside down.
The star of the brand’s first marketing event at the apple in 2021 was its new tablet, the iPad Pro, equipped with 5G and the M1 chip, developed by Apple and being integrated into its devices since the end. 2020. In May, the 11-inch model will be marketed from $ 800 in the United States (with the minimum storage capacity and without access to cellular waves) and the 12.9-inch model from $ 1,100 .
“In the context of telecommuting, Apple is experiencing a major renaissance on the iPad side, with 40% year-on-year growth in recent quarters thanks to employees and students who have invested in the latest model,” commented analyst Dan Ives from Wedbush. He estimates that less than half of Apple tablet users worldwide have replaced their devices, which should give the new line some momentum in the coming months.
The Californian group is also betting on the M1, which is supposed to be more efficient. It replaced Intel’s chips on laptops released in November and is one of the highlights of the new iPads and the brand’s new desktop computer, the iMac, which will start at $ 1,300. The M1 makes it possible in particular to reduce the noise level of the machine by 50%, assures the company.
On the accessories side, Apple now produces Bluetooth beacons, Airtags, to be attached to essential items (keys, handbags, etc.) to be able to find them easily via your iPhone. They can only be used with mobile devices running iOS 14.5, the update to be deployed “next week”, according to a statement. Apple’s operating system will then include a device called App Tracking Transparency (ATT), supposed to give users more control over their personal data.
But its neighbor Facebook and other publishers of mobile applications see it above all as a way for the technology giant to strengthen its control over the ecosystem and harm their economic model based on advertising and therefore consumer tracking.