On Wednesday (7 September), Apple unveiled new smartphones at prices similar to the previous two iPhone ranges, despite rampant inflation and component shortages, and more expensive watches.

The tech mega-company did not reveal any fundamental changes to its handsets, other than the disappearance of the sim card slot, replaced by its digital version.

The new series of phones includes four models, from the iPhone 14, which will start at USD 800, to the iPhone 14 Pro Max, which starts at USD 1,100.

The company is continuing its strategy of growing its vast user base with some of the most reliable and intuitive products on the market and a galaxy of accessories and services that encourage consumers to stay in the brand’s world.

“The devices magically interact with each other, and this creates a very sticky ecosystem, which keeps users within it,” said analyst Carolina Milanesi of Creative Strategies.

South Korea’s “Samsung is trying to do the same. They have made progress but are not yet at the same level,” she added.

From January to June 2022, the US group sold 106 million smartphones, which represent 18% of the global pie, up 8% year-on-year, according to Canalys. In those six months, Apple took 66% of the market for smartphones worth more than US$600.

“Apple continued to grow strongly in the first half of 2022 thanks to solid demand for the iPhone 13 – which was the best-selling smartphone in the world over this period – and the new iPhone SE (3rd generation),” noted Le Xuan Chiew, from this research firm.

According to the expert, this success is due, in particular, to the maintenance of the prices of the iPhone 13 and the diversification of its production in India, when China closed many factories to avoid any contamination with COVID-19.

The iPhone 14 has been touted as “faster than the competition,” with larger screens, longer battery life and ever better photo and video lenses in all light conditions and under all stresses. These smartphones can send SOS via satellite and detect car accidents to alert emergency services more quickly.

The marketing event, which took place face-to-face, focused on the latest generation of connected watches, the Apple Watch Series 8 (starting at USD 400), and a new entry-level model, the Apple Watch SE (starting at USD 250).

“The strong dollar makes it a little easier for them not to raise their prices,” Carolina Milanesi noted.

Apple is nevertheless returning to high prices with a new watch designed specifically for extreme sports, from diving to hiking in glaciers, the Apple Watch Ultra.

Priced from $800, its battery is expected to last for more than two days – if used optimally – unlike the brand’s existing models, which do not last a day.