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Apple (AAPL, $155.96) held its annual iPhone-centric event, debuting the iPhone 14, iPhone 14 Plus, iPhone 14 Pro, and iPhone 14 Pro Max. They also introduced the new Apple Watch Series 8 models, a revamped version of the Apple Watch SE, the Apple Watch Ultra, and the AirPods Pro 2. The biggest design change came in the iPhone 14 Pro and Pro Max where the ill-fated notch was replaced with a ‘pill’.
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Apple is adding satellite connectivity to the new iPhone 14 and 14 Pro for emergency situations in the US and Canada. If you’re in need of help and have no service, Apple says you should be able to point your phone to the nearest satellite to send an SOS message to a nearby emergency service.
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Alongside the Apple Watch Series 8 the company announced the Apple Watch Ultra, the company’s newest hardware line. A chunky, expensive and powerful watch aimed at hikers, marathon runners and scuba divers, the Ultra features larger buttons for gloved use, a battery life that the company says will peak at 60 hours after optimisations are released this autumn, and a titanium case that rises up to protect “the biggest brightest screen ever on an Apple Watch”.
Why it matters
New product launches have done little to move the company’s stock price in the past, with shares typically rising after Apple reports earnings that beat the market’s expectations. Apple shares gained after the event ended, though were up less than 1%. They ended the session up 0.9%. The S&P 500 index SPX, +1.83% ended the day up 1.8%.
