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We finally got the long-awaited range of iPhone 13, the somewhat unexpected iPad mini 6 and very soon the Apple Watch Series 7. And Apple got more legal and more staffing issues.
If you were counting, it has now officially been sixteen billion years since Apple launched everything that was an Apple TV + show or a failed CSAM feature. But in September 2021, all that changed when Apple unveiled its “California Streaming” event.
You wait for a new product for years, and then seven of them come at once.
Within 78 minutes, we got four new phones in the iPhone 13 range, plus two new iPads. We also got a promise of a new Apple Watch, unusual, not a release date. Not just yet, not in September.
Before the new clock
After the launch, everyone was relieved that it wasn’t because those flat-edged renders looked so ugly. Some leaks have shuffled their feet and claimed they never said it was a horrible design for the 7 Series, definitely for the 8 Series.
That could be a more attractive sales pitch for the 7 Series than Apple’s.
Because while the Apple Watch Series 7 has some improvements over the Apple Watch Series 6 it replaces, they’re not exactly huge. Even with a larger screen, this doesn’t feel the same as when the Apple Watch Series 4 updated the device.
You can argue that Apple did not announce anything this time that represented a huge revolution. But whatever they made of any device you’re considering upgrading, there were enough small improvements that made them tempting.
Currently popular, currently not
Cinematic mode is something that Apple would think to do, and then it’s something that maybe only Apple could do. The whole craft of pull-cinematography has been reduced to an automated machine learning feature in iOS.
We’ve already been here with iPhone video technology. A prominent reason to buy the iPhone 11 Pro was the feature that the creators of Filmic Pro took to the stage to demonstrate at the 2019 phone launch.
It was a feature where you could shoot on two iPhone cameras at once. Shoot the front and back, so that, for example, you can record the interrogator and the interlocutor.
Only you will never do that. And Filmic Pro has never included that feature in its app.
Instead, it launched a separate Double Take app that did so, and that’s because this feature is a toy. It only records two cameras in 1080p HD, so if you’re shooting everything else in 4K, it’s worthless.
Make rapid progress from the launch of the iPhone 11 Pro in 2019 to the unveiling of the iPhone 13 Pro and its amazing cinematic mode in 2021.
Works only in 1080p HD resolution.
With the iPad mini 6 things were a bit better, as its wow moment at launch was only slightly hampered by reports of problems with the “jelly scroll” display.
It also only has a slower 5G, not a mmWave version – but back then no one expected 5G at all. Even with many rumors and predictions that there will be an iPad mini 6, the complete package was the biggest discovery of the entire month.
Once upon a time, the original iPad mini was the iPad you got when you couldn’t afford an iPad. Now it’s a device you could aspire to – more expensive than a regular iPad, but more powerful and large in size.
This year’s launch in September had an advantage in September. Unlike 2020, when the coronavirus suppressed everything, there seemed to be nothing to stop Apple from getting us our new iPhones.
However, this was almost not the case. There is a global shortage of chips that affects everyone – Apple is doing extremely well, especially with the procurement of components for the iPhone, but it is considered that its MacBook Pro is late.
And even if there was no shortage, even if there were no constant jumps of COVID in Vietnam, there was this.
On September 3, China’s ZhiZen Network Technology asked state courts to block the assembly and export of the iPhone 13, and almost all iPhones ever.
This applies to Siri, which the company claims is infringing its patents. Unlike a large number, perhaps most of the companies that file patent applications, ZhiZen is actually doing things, not just buying trolling patents for money.
So this case could take a little longer than some others.
Speaking of legal cases
For a moment, it was quite confusing when Judge Yvonne Gonzalez Rogers handed down a verdict in the Epic v. Apple case. Sure, Apple claimed to have won, but at first Epic seemed to say he won – and would complain anyway.
Neither side came down without a scratched knee, but Epic definitely went through the worst. And it will complain, which if you’ve ever followed any Apple legal case – or any other legal case – means it will be delayed for years.
Even in that case, Epic expected to get things started before then. He asked Apple to return his developer account so he could release his game “Fortnite” in South Korea.
South Korea would be the country that just told Apple that it has to allow alternative payment methods, which is exactly what Epic wants and that’s exactly why it started this whole fight. Since South Korea has allowed users to pay their money to Epic instead of sharing a portion with Apple, Epic Games is expected to return to the App Store.
There is actually a condition in the South Korean ruling that says Apple cannot discriminate against companies that intend to use alternative payment methods.
Despite that, the judgment of South Korea is not yet in force, and Apple says that even when that is the case, there is no obligation to approve a new account of the developer or return the revoked one.
Problems at home
It’s not at all easy for Apple in South Korea or in half a dozen other countries around the world. It’s not even easy for him in the USA.
But perhaps the biggest change in September 2021 was that it became so obvious that Apple is having problems right in Apple Park.
In September, organizers of the #AppleToo movement publicly asked Tim Cook to take action against harassment and discrimination at Apple.
“At Apple, we are called to do the right thing, and that must be extended to the way we treat employees,” their letter said. “We lend a hand because Apple must deliver on the promise of inclusion, diversity and fairness. We demand an environment where everyone feels safe and welcome and has the promise of equal opportunity and treatment.”
Apple has something around 150,000 employees worldwide, and as much as they hoped it wouldn’t, there will be incidents with so many people. But in the first four days, #AppleToo received reports of nearly 500 cases of discrimination in the workplace.
Given the size of the workforce, even it is statistically small, but every instance is disgusting – and you know there are more. You know there are people at Apple who are afraid for their job if they talk. Ashely Gjovik was officially fired for allegedly leaking confidential information, but it followed after he made a whole series of disturbing allegations.
Yet, if all of this is disturbing and horrible, and occasionally feels like a constant tide, there is good. In September 2021, Apple staff spoke more than they had since the company was founded in 1976.
Things can only get better if they are discussed. Let’s hope Cook thinks so too, and he held a comprehensive Apple meeting on Sept. 17 to discuss it.
Where part of the staff started the movement, others moved in September, and some of those moves were significant. If you’ve been wondering why the Apple Watch Series 7 was introduced by Jeff Williams, chief operating officer, and Lauren Brown, product manager, Apple Watch, and not Kevin Lynch as usual, there might be a reason for that.
Lynch from the Watch team is believed to have been transferred to the Apple Car project. This is an Apple project that Apple never recognizes, it just spends an extraordinary amount of money on car testing, filing regulatory documents, filing patent applications – and hiring car experts.
Jony Ive entered this round table movement on the sliding door. His company LoveFrom now includes Ferrari among its customers.
“The first expression of this new partnership will bring together Ferrari’s legendary performance and excellence with LoveFrom’s unrivaled experience and creativity that have defined world-class outstanding products,” Ferrari’s holding company Exor said in a statement.
Ferrari, Exor, Ive and Ive’s business partner Marc Newson all seemed to be on their toes over the fact that it was an agreement between the design and car company. Maybe LoveFrom will work very hard on redesigning Ferrari’s website.
Driving has more than a car
However, there are really many designs around cars that do not include engines. This month, Apple announced that Arizona and Georgia will support Apple Wallet for both state and driver’s licenses.
It is said that six more countries will follow, and in the end you know that the rest of the Union will follow them. In the end.
“Adding driver’s licenses and government cards to Apple Wallet is an important step in our vision of replacing a physical wallet with a safe and easy-to-use mobile wallet,” said Jennifer Bailey, Apple’s vice president for Apple Pay and Apple Wallet.
At the same time, Apple announced that the Transportation Security Administration (TSA) provides support for Apple Wallet at security checkpoints at hitherto unknown airports.
Looking just shortly after September 2021, it seems likely that one day you’ll be able to lower the window of your “Apple car,” show off your driver’s license on your iPhone. Try to claim that Siri was driving too fast.
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