Apple's new boss starts with big gamble on £1,999 first folding iPhone

Apple has launched its most expensive iPhone ever - a foldable handheld that costs at least £1,999 and marks the first major iPhone design change in almost 20 years.

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The iPhone Duo is a gamble by new boss John Ternus, who took over from long-time chief executive Tim Cook this month.

Apple está entrando no mercado de telefones dobráveis de forma relativamente tardia, seguindo os passos da Samsung da Coreia do Sul e da Huawei da China.

Ternus told an audience at Apple's California headquarters: "Others have created foldables that just feel like two phones awkwardly stuck together." Apple's model, he claimed "redefine[s] the experience of using a foldable phone.

When unfolded, it looks like a small iPad and a wider iPhone when it is folded.

É totalmente novo e, ao mesmo tempo, surpreendentemente familiar. De tamanho semelhante ao seu passaporte, ele se sente familiar de segurar e confortável de usar com uma mão.

But the product is facing established competitors. "The real fight is China, where Huawei owns nearly 80% of foldables." said Francisco Jeronimo, vice president for data and analytics, devices at IDC EMEA.

Image source, ReutersImage caption, Apple unveiled its new iPhone Duo as part of a launch event in Cupertino, California on Wednesday.

Ben Wood, chief analyst at technology research firm FDM CCS Insight, said it was likely Ternus's promotion was timed specifically "to coincide with what will be arguably one of the biggest iPhone launches for many years.

Nada acontece por acidente na Apple, ele disse.

Carolina Milanesi, an analyst at Creative Strategies who attended the Wednesday presentation, said the spotlight on Ternus made it feel "almost like he was a product himself.

Altering the design of the iPhone may address some criticism that Apple has yet to land a major product hit or truly exciting innovation since the first iPhone came out in 2007.

O dobrável corre o risco de se tornar um ornamento de preço premium no portfólio, conferindo valor de distintivo, mas não crescimento significativo," disse Dipanjan Chatterjee, analista da Forrester.

Or, he said, it could be the company's next Apple Watch which, while not as popular as the iPhone, is bought by millions of people each year.

The way people have become accustomed to the way the iPhone operates is another potential hurdle to Apple seeing big sales of the new design.

Foldables are interesting devices", Milanesi noted. "A lot of people are intrigued by it, but the software and the learning curve that you have from moving from a traditional phone to a foldable is real.

Fonte da imagem, EPAWood observou que o mercado atual de smartphones dobráveis de marcas como Samsung e Huawei representa apenas 2% das vendas de smartphones. Mesmo com a versão da Apple provavelmente impulsionando o interesse e a demanda, as vendas devem atingir apenas 4% do mercado total na próxima década, segundo a empresa de dados e análises FDM CCM Insight.

The iPhone has been Apple's top-selling product and accounts for more than half of the company's sales each year.

Nos últimos trimestres, a empresa tem se gabado de que o iPhone está mais em demanda do que nunca, com a versão mais recente do dispositivo se tornando seu lançamento de produto mais bem-sucedido.

The company also revealed more about the coming relaunch of its audio and chat assistant Siri, which it now calls Siri AI.

Starting with the iPhone 18, the bot will now be able to go across information on a person's phone, like messages and emails, to find information, answer queries and take action on a person's behalf.

Algumas funcionalidades da Siri AI também ficam disponíveis no novo Apple Watch, incluindo a capacidade de fazer anotações de conversas e transcrevê-las, caso o usuário habilite essa função.

Ternus referred to new AI-enabled capabilities on the iPhone as an "intelligent personal hub", and admitted that Apple would be making use of "the most private details of your daily life.

He insisted that all of it will remain private, with the AI features often running "on device", meaning not through third-party companies. And when a third-party is required for a function, Ternus said it will remain private in a remote server, or cloud.

Outros veem esses dados como algo a ser coletado e armazenado", disse Ternus. "Aqui, nem mesmo a Apple pode acessar o que é seu.

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