Transformation of Apple – Kommersant FM

Alexander Levy talks about important changes in the line of Apple devices in the past and coming years.

In 2023, Apple introduced Vision Pro mixed reality glasses, which received a huge response from the media. The launch of the new product is expected in February 2024. Before that, you can exhale and calmly see the “Apple” universe in the near future.

For now, the key device for the company remains the iPhone. Therefore, it is quite curious and important to look at the events that happened to him in 2023. The 15th series of the smartphone was released, which for the first time received support for the USB-C format for the charging port. It is difficult to say unequivocally what was the decisive driver of this change. For more than a decade, the signature Lightning connector has stood firm. Meanwhile, the prevalence and versatility of USB-C only grew stronger.

At first glance, it seems that it was the legal requirement for the mandatory implementation of the format for electronics sold in the European Union that forced Apple to abandon its proprietary solution. At the same time, there is a feeling that Apple planned the transition to USB-C without new EU laws. After all, there was no separate line for the Old World. Rather, the demands of the European authorities served as a good cover. Rebuilding the conveyor, which will now solder a different connector instead of Lightning, of course, took time and money from the manufacturer. But I believe that credibility for Apple is much more important than these resources. It remains to be stated that the transition to the USB-C era was painless for the company’s reputation and image. The vendor needs to gradually get rid of Lightning across the entire device fleet.

In the new year, at least two events may become important stages in leaving the comfort zone for the Cupertino team and fans of the brand. First of all, we are talking about support for messaging in RCS format. In other words, this is access to iMessage capabilities not only on Apple devices, but also on Android mobile devices. So far, one of the available technology surrogates is the Beeper Mini application, but something happens to it regularly. So it will be safer to wait for Apple’s decision.

It may be more practical for users to open access to tap and go technology. This will pave the way for third-party mobile payments to bypass Apple Pay. At the same time, this will reassure the EU regulator, and Apple will avoid a large fine. I’m sure no one wants to start the year with losses.