Apple has officially priced the iPhone 13 series in the Philippines, based on data from its official website. So ready your wallets if you must have the best of Cupertino by Christmas bonus season.
The iPhone 13 Pro will start at P63,990 while the iPhone 13 Pro Max can be had for a minimum P70,990, both SIM-free and unlocked at base storage of 128GB. These prices are not too far off or roughly the same as the iPhone 12 Pro and 12 Pro Max, depending on where you buy it.
With no headline feature in the same shell, Apple held back on a big bump in the sticker price.
The iPhone 13 and iPhone 13 Mini start at P50,990 and P44,990, respectively, both at 128GB storage with the option of up to 512GB.
Apple has yanked out the iPhone 12 Pro and iPhone 12 Pro Max from its online store. However, the iPhone 12 and 12 mini are still there, priced at P38,990 and P44,990, for base storage of 64GB.
The products posted on the Apple website reflect what is sold in its official brick and mortar shops, this means that if you want an iPhone 12 Pro or iPhone 12 Pro Max when the 13 series hits stores, you will have a hard time finding one in official retailers.
Apple uses this tactic to give options to consumers who want an iPhone but don't want to spend on the latest and greatest one. Case in point: the iPhone 11, one of its best selling models, is still on the official website, priced at P31,990.
What's new, Apple?
The iPhone 13 will have a new chip called the A15 Bionic that enables features like automatically translating text. The phone also has a better display, longer battery life and a Cinematic mode for automatically changing focus while taking videos. Apple said the iPhone 13 will have custom 5G antennas and radio components for faster speeds and will come in five colors.
Ben Bajarin, head of consumer technologies at Creative Strategies, said he expects those aggressive subsides and trade-in policies will increase as a way for Apple and carriers to hold on to customers.
"You don't have to put a down payment down and you keep paying what you were paying," Bajarin said. "That offer is unique to Apple, and it's a strength they have to keep these sales cycles going for them and for the carriers."
The iPhone is Apple's most important product, but Apple has rolled out a web of service and other products that are seen as locking customers into a system they enjoy -- and would find expensive to leave.
The Series 7 smart watch will feature a larger display and faster charging. It will start at $399 and be available later this autumn.
The company also updated its iPad Mini with 5G connectivity and a reworked design that makes it look like the higher-end iPad Air and Pro models. Bob O'Donnell, head of TECHnalysis Research, said the small tablet was Apple's most surprising announcement of the day and could lure in customers who want a device with 5G that can handle more powerful apps than a phone.
"I don't think it replaces any other device, like we've seen Apple try to position some of the bigger iPads as PC replacements," O'Donnell said.
Apple also updated its base-model iPad with a new camera for working and learning from home. The base model iPad starts at $329, and the Mini starts at $499. Both will be available next week.
Apple shares were down 1.2%, a sharper fall than a slight downturn in broader markets.
"It seems like there's nothing really revolutionary announced, but of course, as usual, they announced enough improvements to at least generate some enthusiasm among consumers," said Rick Meckler, partner at family investment office Cherry Lane Investments.
Apple's biggest product launch of the year comes as some of the shine has come off its stock as business practices such as charging software developers commissions on in-app payments have come under regulatory scrutiny.
Apple shares were up about 11.6% year to date as of Tuesday's close, trailing the Nasdaq Composite Index, which was up 16.7% over the same period.
Kim Forrest, founder and chief investment officer at Bokeh Capital, said she was not concerned by the lack of splashy, unexpected products, since Apple's upgrades would keep customers. "I think the consumer, once it gets the Apple chip in its head, it's very hard to dislodge," she said.
The Apple Watch has become a cornerstone of its $30.6 billion accessories segment, which was up 25% in Apple's most recent fiscal year even as its iPhone revenue declined slightly. Analysts widely believe that Apple users who buy more than one product - such as an Apple Watch and iPhone - are more likely to stick with the brand and spend on the company's apps and services.
Apple focused on fitness features such as improving how the watch tracks bicycling workouts and dust protection for hiking. The watch is paired tightly with Apple Fitness+, a paid service offering guided workouts with Apple instructors. The company added pilates and skiing-oriented workouts, and a group workouts function designed to let users work out together. The company also bundled three months of free service with its watch devices.
Shares of exercise bike and online training company Peloton were down about 1.6%.