Welcome to our weekly Apple Breakfast column , which includes all the Apple news you miss last workweek in a ready to hand pungency - sized roundup . We call it Apple Breakfast because we think it depart swell with a Monday morning loving cup of coffee tree or tea , but it ’s cool if you want to give it a read during lunch or dinner party hour too .
Winning and losing
There is considerable excitement in the Macworld office this hebdomad , where preparation are almost complete fortomorrow ’s Apple upshot . caller security guard have been rather starve of stimulation this yr — we’re well into September and this is only the second keynote of 2023 . So expectations are gamey .
But is that fair ? Apple ’s one-year iPhone refresh is undoubtedly the mostimportantevent of its year , simply because that production generates such a swollen proportion of its taxation . But it does n’t follow that it therefore has to beexciting – in fact , the terrific fiscal grandness of the iPhone is far more potential to make its manufacturer cautious when launching an update . Look at the numbers in Apple ’s most late quarterly profit call , then put yourself in the place of the guy who has to tell shareholders there ’s a $ 40 billion mess in the finances because a phone intriguer decide to get funky .
Chuck in the fact that Apple has been making iPhones since 2007 , and the increasing commoditization of the smartphone market , it ’s not merely unreasonable but positively illogical to expect iPhone - related pyrotechnic tomorrow . The company ’s engineer may be splendidly conservative , but even they have managed to incorporate most of the available improvement across 17 generations and 38 models ; by now they ’ve plucked not only the low - hang technological fruit but most of the leaves and quite a circle of the branches too . What is there left to exchange ? TheiPhone 15will be a bit well than the iPhone 14 ; the iPhone 15 Pro will be quite a peck better than the iPhone 15 ; neither will deepen the formula in any earth - shatter way . And both will have done their caper .
Not that this will be enough for the punditterati , of form . With its systematically excellent quality and unprecedented sales event numbers , the iPhone has grow the measure so high that Apple can not come through when launching a raw role model . If , as seems almost sure , the iPhone 15 is a modest iteration of the 14 , analysts and reviewers will sound off that it ’s boring . But the same masses will swoop on any stumble if , against all expectation , the company decides to take some risks . Even if the iPhone 15 is somehow both extremist and unflawed , it will only raise the bar even higher for next year .
So my prediction for the new iPhones is quiet excellence : well-to-do listening rather than rock and peal . And that ’s all right . A ware pedigree this far into its lifecycle is unlikely to spring many surprises and should not be objurgate for give way to do so .
Mind you , that does n’t mean the integral Wonderlust event will be a snoozefest . It will be interesting to see what Apple does with the 2nd generation of the Apple Watch Ultra ; the software update are a big wad ; and AirPods updates are always sound merriment . And if nothing else provides amusement , we get to catch Apple , after years of fighting against it , pretending that switching from Lightning to USB - vitamin C on the iPhone is a really good thought after all .
you could love theiPhone 15 keynotebefore it happens with ourminute - by - min trailer .
RIP Lightning : In lieu of efflorescence , please send dongles .
As we sit on the cusp ofanother intersection launch , it ’s clock time to say the unsayable : There aretoo many Apple merchandise .
Andreas Müller isbuying an iPhone 14as soon as the iPhone 15 arrives . Here ’s why .
The iPhone 15 couldfinally topple Samsung , thinks the Macalope . But will anyone even worry ?
Rumors paint a picture of a supremely mellow - end gimmick , but theiPad Pro overhaulmight bringall the wrong upgrades .
Podcast of the week
Apple’sbig fall eventis happening this week and in episode 854 of the Macworld Podcast , we talk about what we bear to see : new iPhones , new Apple Watches , and more !
you may grab every sequence of the Macworld Podcast onSpotify , Soundcloud , thePodcasts app , orour own site .
Reviews corner
The rumor mill
TheiPhone 15 Pro Maxmight have adisappointingly minuscule battery .
Apple is trust to beditching leather accessoriesforenvironmental reasons .
Anew AirPods Pro caseis coming becauseApple make out USB - C now .
Software updates, bugs, and problems
iOS 16.6.1 : refresh your iPhone now with thisimportant security update .
Your iPadwon’t be left waitingforiPadOS 17this year .
