On August 29, two major events occurred in the smartphone industry in one day。

        

Apple and Huawei: the king does not see the king

        

First, Huawei Mall suddenly announced the launch of "HUAWEI Mate 60 Pro Pioneer Program"。After the return of the P series in the first half, Huawei also announced a blockbuster update to its Mate series。

According to the source, the performance of the Mate 60 Pro is very powerful, in terms of performance, after three years, Huawei once again used the Kirin chip;。In addition, the Mate 60 Pro is also equipped with a satellite call function, the official said that its "no ground network, but also can make and answer satellite phones, but also free to edit satellite news," is one of its highlights.。

Earlier sources broke the news that Huawei is likely to resume its one-year dual flagship strategy from the second half of this year: launch the P series update in the spring and usher in a new version of the Mate series in the fall.。Only, according to the original plan, Huawei Mate 60 series should be listed in mid-September, and Apple conference at the same time。The Mate 60 Pro launched half a month early, the market speculated that it may be to stagger Apple's September schedule, Wang did not see Wang。

Perhaps a heart-to-heart, late yesterday, Apple also officially announced that it will hold an autumn new product launch on September 12, US Eastern Time.。Combined with the information, Apple will bring the new iPhone 15 series and Apple Watch Series 9 products to the world's honey at this conference.。

The prelude to a feast in the smartphone world is quietly opening。

      

iPhone 15: full line with smart island design Pro series equipped with 3nm A17 bionic processor

      

According to Apple, the fall conference is tentatively titled "Wonderlust" and will continue to be pre-recorded, both online and offline, at the Jobs Theater in Cupertino, California.。Apple has been using pre-recorded videos to launch iPhones since 2020。

The highlight of this conference is undoubtedly the iPhone 15 series。In an environment of continued weakness in smartphone shipments, the iPhone, which accounts for half of Apple's revenue, the performance of the annual blockbuster iPhone 15 will directly determine Apple's financial performance this fiscal year.。

In terms of iPhone 15 models, it has been basically confirmed that the iPhone 15 series will launch four models: iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max。The original "Pro Max" model may be renamed "Ultra" in this conference.。If so, this will be the first time Apple has added an Ultra model to an iPhone product.。

In terms of color matching, according to the news, the iPhone 15 Pro will launch four body colors this time, namely Titan gray, silvery white, dark blue, and deep space black.。Judging from the poster, Titan gray and dark blue are likely to become the theme of this model color。Compared to the past, the iPhone 15 Pro has cancelled the previous gold model with Titan Grey, probably because the series is made of titanium alloy, and Apple needs a new grey option to reflect this new feature.。

Also, iPhone 15 Basic and iPhone 15 Plus will be available in black, green, blue, yellow and pink。

In terms of appearance, Apple's entire line of 4 models will use the smart island design, and continue the previous 6.1 inch and 6.7 inch screen。In addition, the weight of the Pro and Pro Max models will be reduced, which can further reduce the user's burden。In terms of battery life, it is reported that the iPhone 15 battery capacity will increase by 18%, the 15 Plus / Pro battery will increase by 14%, and the Pro Max battery will increase by 12% to 4852 mAh。

In terms of high-end models, Apple will still focus on Pro and Pro Max models this time, and has upgraded them in all directions.。According to sources, Pro and Pro Max have made effective improvements in hardware specifications, and will be equipped with TSMC's 3-nanometer process A17 bionic processor, titanium metal bezel, action buttons, thinner screen bezel, Wi-Fi 6E support, and even the iPhone 15 Ultra series may be equipped with a 5-6 times periscope optical zoom lens for the first time.。

It is worth noting that in order to comply with EU regulations, the iPhone 15 series will abandon the original Lightning interface and use the USB-C interface instead.。Last October, the European Union introduced a law requiring all mobile phones, tablets and cameras sold in the EU to use USB-C for wired charging.。

In terms of price, considering the series of exclusive new features of this generation of iPhone 15 Pro and Pro Max, coupled with the cost increase brought by the 3nm chip, it is expected that the starting price of this generation of iPhone 15 Pro series models will rise。Analysts expect the iPhone 15 Pro to start at $1,099 (currently around 8,012 yuan), while the iPhone 15 Pro Max could rise to $1,199 (currently around 8,741 yuan).。

At present, the outside world is very optimistic about the upcoming iPhone 15 series。Counterpoint, a market research firm, has pointed out that a large number of iPhone 12 users are now in a good position to upgrade, which will put Apple in a good position。If all goes well, the iPhone 15 series is expected to help Apple win the global smartphone sales championship for the first time。

In addition, well-known analyst Ming Guo also pointed out in a recent report that Samsung's smartphone shipments this year have been cut to 2.200 million units, if Apple maintains 2H24 iPhone orders unchanged, iPhone shipments are expected to reach 2 in 2023..2-2.2.5 billion units and eventually overtook Samsung as the largest smartphone brand。

        

Apple Watch Series 9: Stay force next year Series 9 or welcome the smallest update in history

        

According to the news, Apple will also release the new Apple Watch Series 9 at Apple's fall conference in mid-September, but the action is not expected to be too big, as Apple is launching the 10th anniversary Apple Watch X retention next year.。

Because of this, according to multiple sources, Apple's upcoming Apple Watch Series 9 at the fall conference is likely to be the smallest upgrade ever, except for the A15 Bionic-based S9 chip and the new color scheme, which won't change much.。

Nevertheless, the Apple Watch Series 9 equipped with the S9 chip will also increase performance and endurance by 40% -50% compared to previous models, while power consumption will also be significantly reduced, allowing the Apple Watch S9 battery life to reach more than 18 hours.。Compared to the past, Series 6, 7 and 8 three generations of SIP (System in Package) are not much different, the release of Series 9, Apple Watch performance is indeed the time to improve the。

In addition, according to Apple's famous analyst Gurman (Mark Gurman), Apple will also launch the second generation of Apple Watch Ultra at this fall conference.。It will use 3D printed mechanical parts, which may include digital crown, side buttons and Action buttons, and the case size will be expanded to 50mm, and the visible area will be significantly larger than the previous Ultra。

However, for now, market expectations for the second-generation Apple Watch Ultra may fall short, as there have been very few revelations about the product。Analysts have revealed that the Apple Watch Ultra looks like a product that doesn't update every year, and may be more like an update every 18 to 24 months, just like the current iPad.。Haitong Securities also believes that this product may be launched in 2024 and will not be available in September this year.。

      

Vision Pro: Sony's display production is insufficient, Apple wants to cooperate with Chinese suppliers

          

Just as preparations for the fall launch are in full swing, new news has come from Apple's blockbuster Vision Pro headset this year: due to Sony's capacity constraints on Vision Pro displays, Apple is evaluating the possibility of working with Chinese companies BOE and Vision Technologies。

It is reported that this star product launched by Apple this year is facing a severe challenge of insufficient production capacity。Currently, the display of the Vision Pro headset is exclusively supplied by Sony, but Sony can only produce less than 1 million Micro-OLED displays per year, and each Vision Pro headset requires two Micro-OLED displays.。This means that if you rely solely on Sony, Apple's annual Vision Pro head display capacity may only be limited to 500,000 units, which is unacceptable to Apple.。

According to sources, Apple is considering BOE and VIDEO's display products, including stress testing according to quality control standards and technical specifications。If yield, production costs, etc. meet the requirements, Apple will consider using both companies' products on the next-generation Vision Pro headsets and future low-cost headsets (internal code N109).。If this cooperation can be achieved, Apple's exclusive supply of Sony displays on Vision Pro products may be broken.。

On June 5 this year, Apple announced the product, which has been in development for more than a decade, on WWDC23. The product, also known as Apple's heaviest new product in a decade, is priced at a staggering $3,499 and is scheduled to go on sale next year.。According to a number of media reports, is about to enter September, as the exclusive supplier of Vision Pro display Sony, but has been unable to expand its Micro-OLED production capacity to more than hundreds of thousands of pieces per year.。Last month, it was also reported that Apple lowered its Vision Pro production target before it went on sale due to manufacturing problems.。

It seems that Apple still has a lot to worry about before the fall conference。