Apple debuted the iPhone 12 yesterday; for the first time, Apple is throwing four new models to the mix — a model for everyone.
And as it is the case with every iPhone release, the internet tech enthusiasts immediately dissected the keynote frame for frame. Ever since bendgate, every tech reporter or Youtuber is trying to be the next Unbox Therapy.
Don’t get me wrong, Apple did announce some controversial stuff in the event, but we saw it coming. Nevertheless, The amount of misleading information floating around is astonishing.
So what happened exactly?
At Tuesdays’ Apple event, the company presented two new products, the HomePod mini and the iPhone 12, in its four different variations: the iPhone 12 mini, iPhone 12, iPhone 12 Pro, and iPhone 12 Pro Max.
All models have two controversial things in common; there are no wired headphones or a power adapter in the new thinner box. This move was anticipated ever since Apple released its Watch Series 6 without a power adapter as well.
Shockingly, however, Apple will include a USB-C to lightning cable in the box. In comparison, previous iPhone models have a USB to lightning cables and power adapters.
This is not bad. Every smartphone user has at least 3 power adapters lying around.
Misleading and Click baiting consumers
After the event, the internet exploded with YouTube videos, posts, tweets, and memes. It baffled me that prominent tech reporting sites either tweeted misleading information or clickbait titles.
I got to give it to Unbox Therapy and Brian Tong for their amazing reporting on YouTube. However, let’s look at the following title:
This title is misleading, and the only intention behind it is to clickbait readers. Obviously, your old iPhone power adapter will work with the new iPhone 12 — no question asked.
However, you won’t be able to use the new lightning cable with your old power adapter. The new cable is USB-C to lightning while the older power adapters are for typical USB cables. Nevertheless, you can still use your old power adapter with your old lightning cable to charge the new iPhone 12 — The title on Mashable is very misleading.
Truth be told, Mashable did try to correct their information on Twitter. However, judging by the number of retweets, it is clear that the “incorrect” information has been retweeted way more than the correction. Mashable did not even bother to repost the link in the correction tweet.
The other point people are freaking about over the internet is the screen refresh rate. People anticipated a 120 Hz screen similar to the iPad Pro screen. However, Apple announced yesterday that the new iPhone screen would remain 60 Hz like its predecessor. On a screen that size, the naked eye will not be able to tell the difference.
Why are these moves actually brilliant?
A company like Apple doesn't make a single move without extensively thinking it through. For example, Apple removed the headphone jack with the iPhone 7 in 2016, and its competition taunted Apple for this move. Now in 2020, Apple competitors are removing the headphone jack as well.
So, why did Apple remove the power adapter and wired headphones from the iPhone 12 package? — Easy, they are complying with the law as well as optimizing their logistics.
Let me explain. The EU voted on a law to force all smartphones to adopt USB-C. And who is objecting to this law? You guessed it; it's Apple. In 2008 the industry had over 30 different chargers, now we have only three different types of chargers.
The EU wants to cut electrical waste from power adapters and cables. When the EU asks all smartphone companies to adopt USB-C as a standard format for charging, it is clear to understand what the EU is asking for; they don't want new phones to come with unnecessary cables and power adapters — Guess what? that is exactly what Apple did, they now comply with 50% of the EU’s goal.
Apple could not get rid of the power adapter and switch the lightning port to a USB-C port in one go. The backlash would have been devastating. It is more important for Apple to reduce the box size in 2020 than switching from lightning port to USB-C.
The box size reduction is crucial for Apple logistics in 2020, with the pandemic’s shadow still in the background. A 50% thinner box means that Apple can ship twice the amount of iPhones in the same volume. The gigantic tech company is saving tremendously on logistics while adapting to the hurdles of 2020 — Now that’s proper management.
With no disadvantage to the consumers whatsoever (well, no wired headphones is a minor disadvantage), Apple was able to adapt for 2020 and the new EU law regarding electrical waste.
They were able to cut costs on logistics, ship at least twice the number of iPhones in one go, and for the first time ever, they offer four new iPhones for the consumers to choose from. Also, for the first time, the pro models have different specs and not only different size and battery life.
Apple reduced the price of their power adapters and wired headphones to $19 from $29 previously.
All in all, the strategic moves by Apple are well played. Consumers may not like it in the beginning, but they will accept the fact eventually once they count the number of power adapters they already own. Investors are ecstatic about the cost cuts, and environmentalists are happy about the cut in electrical waste — The move checks all boxes.
Apple will eventually get rid of the lightning port. MagSafe will be the replacement, and iPhone 12 will be the first device to be tested with MagSafe.
Walid Al Otaibi -WAO- is a top writer in Gaming. He works at an engineering company in Germany. He comes from a multicultural background and is located in Germany since 2003. He is writing about Arab Culture, Multiculturalism, Finance, and Trending topics.