Apple CEO Tim Cook traveled through a cleverly crafted video to launch a new iPhone on Tuesday, outlining some of the extraordinary difficulties facing his company, including changing policy, spying Ware attacks and legal battles.
Kick – from an empty, dark auditorium – is roaming around with upgraded cameras, bright screens and other Silicon Valley giant devices like new features for the iPad.
“These are the best iPhones we’ve ever made,” Cook said, noting Apple’s work in designing the best products and services to improve people’s lives.
Yet a revolving series of issues has captured the recent public debate of one of the world’s most valuable companies.
Due to a long and heated battle over its online app marketplace, a judge last week ordered Apple to allow developers to waive its hefty commissions on purchases.
It has also delayed plans to scan its users’ devices as a precautionary measure against child abuse, as privacy advocates began shouting at the risk of opening a backdoor for government surveillance.
And then on Monday, cybersecurity researchers were forced to fix a vulnerability that allowed Pegasus spyware to infect Apple devices without users.
That said, Apple still has extensive access to the digital world and beyond, and is worth more than 2 2 trillion.
Fans cheered on the release of the latest product on Tuesday, including analyst Daniel Ives, who described the “supercycle for Capertino” as referring to the city of California, which is Apple’s headquarters.
“Apple has been in the midst of its strong overall product cycle for almost a decade,” he added.
The iPhone 13’s range includes four models, from the mini version to the Pro Max, priced similar to the iPhone 12 when it was released last year.
Their cameras and batteries are more powerful, and 5G capacity is expected to be expanded to more than 200 mobile operators in 60 countries and territories by the end of the year.
It is true that the company has made huge profits from the demand for its equipment as most of the world has been left at home due to epidemics.
At the same time, legal battles, new laws and scrutiny of regulators around the world have added to a series of challenges for the company.
As Cook highlights the development of the iPhone, a group fighting to loosen Apple’s control over its App Store tweeted its decision about the new handset.
“Today’s rollout of the iPhone 13 tells us only one thing: the new iPhone, the same bad app store,” wrote the Coalition for App Fairness.
“It’s time for Apple to go to the #OpenTheAppStore and level the playing field for app developers and innovators.”
Apple has begun to dominate its App Store, including a deal with Japanese regulators.
It also faces legislation passed by South Korean lawmakers, which banned Apple and Google from forcing app developers to use tech giant payment systems.
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