Apple is not immune to the contingencies imposed by the Covid-19.
No big conference bringing together thousands of developers and Apple employees, but a succession of videos to showcase the brand's novelties….
Apple watch
From the first minutes of the presentation, Tim Cook sets the pace.
The CEO of Apple gives pride of place to Apple's connected watches and the “lives they saved”.
It is above all an opportunity to recall the importance of health in the brand's strategy.
Packed with sensors, the new Apple Watch 6 is in line with its previous models.
In terms of design, the real novelty of the year is a red case.
Everything is played out under the hood, with new features.
In particular, it makes it possible to measure blood oxygenation, which is valuable information for athletes.
This is in addition to the many readings already possible with an Apple Watch (heart rate measurement, electrocardiogram, activity rate ... not to mention the time spent washing your hands).
Apple has also taken care of the time display with new screens available, inspired by the most classic watches, or displaying an emoji.
Apple is also innovating with the bracelet of its watch, the “Solo loup” is a one-piece bracelet that slides around the hand to position itself on the wrist of its user.
To allow children to use an Apple Watch (or older people who don't have an iPhone) Apple has devised a “family” mode.
A child can therefore be equipped with an Apple Watch, without being equipped with an iPhone, with the addition of a "school" mode so that he is not disturbed during lessons.
A smart way for the brand to aim for a broader service, by separating the use of the watch and the smartphone.
Determined to push its pawns in the field, Apple is also launching an Apple Watch SE, a more affordable model of the watch, which incorporates the main characteristics of the range.
It is sold for 279 dollars (299 euros), while the Apple Watch 6 will be marketed from 429 euros.
The Apple Watch 5 remains on sale for $ 199.
This is a way for the brand to reach a wider audience and therefore to be able to forge more partnerships with healthcare players.
However, the brand does not forget its ecological commitments, in particular that of achieving carbon neutrality in 2030. This involves the use of recyclable and less polluting materials ... but also by removing the USB charger from the boxes of the Apple Watch.
Fitness +
And here is ... a new service from Apple: Fitness +.
A catalog of videos is available to offer training sessions, which adapt to the pace of the person, using data collected from an Apple Watch.
With this type of service, Apple builds loyalty among users of its products.
Yoga, cycling, dancing, walking, running, rowing ... the range of sports activities is very wide.
Each week the programs will be refreshed by Apple's coaching teams, to avoid weariness.
Without forgetting the possibility of choosing your musical environment, nor the program to resume the exercise gently.
The subscription is launched at 9.99 per month, in several English-speaking countries, France is not yet planned.
Anxious to reassure, Tim Cook specifies that all health data is processed locally, on the watch.
Apple One
Apple breaks a taboo with Apple One.
It's a one-time subscription for all of Apple's subscription services: Apple Music, Apple TV +, Apple Arcade, Apple News Plus, and Apple Fitness plus, starting at $ 14.99 per month and $ 19.99. for a family of four.
While it is true that multiple subscriptions are loyalty tools, Apple One is a massive loyalty weapon.
iPad vs. PCs
Apple also unveils an eighth generation iPad, with a CPU 40% times faster.
It is intended for both professionals, gamers ... and comes in front of the most efficient PCs.
The iPad 8 arrives with its new accessories: keyboard and stylus, optimized for iPadOS.
It sells from $ 329, with a marketing start Friday.
The iPad Air is not forgotten, with the launch of a new version.
Of this new device, we will first remember the new colors ... and the boosted performance, in particular thanks to the new CPU, the A14.
Faster graphics performance is associated with lower power consumption.
And small revolution: iPad Air switches to the USB-C connection!
It also has two cameras: a front and a rear without forgetting a WiFi 6 connectivity.
Apple takes the opportunity to tackle the ChromeBook, presenting its iPad as being 6 times faster.
The war for thin computers is on again.
Apple is resuming its old habits of comparing itself with the competition devices!
What about the iPhone?
An avalanche of novelties which is not quite sufficient to make forget the great absent of the evening: the iPhone.
The brand's star smartphone is long overdue.
We will probably have to wait a few more weeks.
It's the first time in a decade that the brand hasn't launched an iPhone in September.
Will there be an iPhone 5G for Christmas?
In the meantime, iOS 14 arrives this Wednesday, with its new design.
What to have (a little) the impression of having a new iPhone in hand without changing iPhone.