(CercleFinance.com) – Apple announced on Monday the launch of a new iPhone model, geared towards the high end and more expensive than the most recent models, a novelty which was welcomed without much enthusiasm on the New York Stock Exchange. York.
Apple yesterday unveiled the iPhone 15 and iPhone 15 Plus from its headquarters in Cupertino, California, featuring a glass back with a textured matte finish and an aluminum body with new contoured edges.
The technology giant also presented its two models positioned in the premium segment, the iPhone 15 Pro and the iPhone 15 Pro Max, designed from a robust and lightweight design in aerospace titanium.
Newly, the iPhone 15 Pro Max will be offered from $1,479, a price $100 higher than the last generation of the device, with the aim of supporting the group’s profit margins in the face of sales that are are running out of steam, a decision that was expected by the market.
On Wall Street, Apple shares lost 0.8% on Tuesday morning after having already lost 1.7% yesterday.
‘We are typically in an event which consists of ‘selling the news’ and yesterday’s presentation is no exception to the rule’, estimate Bank of America analysts.
However, some professionals cannot help but notice that the enthusiasm which has characterized the marketing of new iPhone models since 2007 is no longer a distant memory.
“The new iPhone 15 does not bring any technological revolution,” regrets Eryk Szmyd, analyst at XTB Financial Markets.
“The changes made compared to the last version of the handset seem more cosmetic than truly innovative,” he adds.
For Eryk Szmyd, Apple today finds itself in the situation of a hurdler who loses his agility with each obstacle jump in front of the annoyed gaze of spectators.
As a reminder, Apple also unveiled yesterday its new connected watch Apple Watch Series 9, as well as the more versatile Apple Watch Ultra 2, two products which are again struggling to generate enthusiasm.
‘We believe that the event was in line with expectations, with some new features that did not hold any major surprises,’ conclude the Wells Fargo teams.
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