Expensive iPhones, Ultra Macs and a surprise

The first Apple event of 2022 took place quickly. CEO Tim Cook only needed an hour for the spring novelties and yet there was a lot of products to see – new iPhone, new iPad, new Mac and a long-awaited surprise. Unfortunately, all this together is anything but really cheap – it’s getting more expensive in this country. A personal assessment by GIGA editor Sven Kaulfuss.

My personal highlights of the past Apple events are quickly put together: Apple Studio Display, iPad Air 5 and iPhone SE 3. The rest, including the new Mac Studio, ends up on the bench for now. I would like to explain the reasons for this as follows.

Three Apple highlights: Studio Display, iPad Air 5, iPhone SE 3

The new With a starting price of 1,749 euros, Apple Studio Display is still damn expensive for a 27-inch monitor, but relatively inexpensive for what is on offer. Above all, it is still cheaper than previously assumed. Prices beyond 2,500 euros were already haunting. Don’t forget: Whether it’s a desktop Mac or an Apple mobile computer, this part always fits. The potential clientele is correspondingly large. Just some of the outstanding features:

• 5K Retina display (27 inch)
• 12 MP ultra wide-angle camera with Follow mode (Center Stage)
• three microphones and six speakers with 3D audio

One would like to own the Apple Studio Display and since it is not utopian expensive like a Pro Display XDR, a purchase is also quite realistic. In short: the thing will be a success, of that I’m sure. A thoroughly positive surprise.

The new Studio Display captures my heart, but the Mac Studio not so much:

Then this is what follows for me Fifth generation iPad Air. First of all, the minus point – it’s getting more expensive in this country. Instead of 649 euros, Apple’s prices now start at 679 euros, due to the currency adjustment. Measly: ​​The manufacturer still only installs 64 GB in the entry-level model. If you want more, you have to take 256 GB right away and pay from 849 euros. The iPad Air 5 not only catches up with the iPad Pro using the M1 chip, but also competes with Windows laptops in the same price range as the Air.

It’s not just the colors that are new on the fifth-generation iPad Air:

The follow mode of the camera (Center Stage) is finally finding its way into the airy Apple tablet. 5G optional is nice, but not a must for me. All in all, the iPad Air for me the most sensible iPad choice – modern design, incredible performance and a price that still fits. Only the small memory size is to blame.

The new iPhone SE is still the cheapest iPhone, but also more expensive than before:

My number 3 is then also the i, which fits by namePhone SE 3. The third-generation iPhone SE may not have changed on the outside, but it is Grown from within – Apple A15 chip, optional 5G and the same tempered glass as the iPhone 13. If only it wasn’t for the price. In the run-up there was speculation about price reductions, but it’s actually getting more expensive now. Incidentally, not only here in Europe, but also at home in the USA, customers have to pay more. It starts at 519 euros (64 GB), Apple previously asked for 479 euros. Not nice, but probably a price adjustment in the face of the current global crises – shit happens.

Mac Pro goes out of work

Let’s go to the substitutes’ bench. Why is the new Mac Studio there? The pimped Mac mini is impressive, but honestly it should attract a manageable number of customers. If you want the highly praised and new M1 Ultra (quasi two M1 Max that work as one chip) in the case, you pay at least 4,599 euros. For 2,299 euros there is only the M1 Max, which is already familiar from the MacBook Pro. Then add the price for the new studio display, the new optically matching input devices (mouse, trackpad, keyboard) and you’re already losing half a fortune. A case for the professional, for us and many other users simply too oversized.

Nevertheless: all respect! The Mac Studio makes the still current Mac Pro practically unemployed, the newcomer is always faster than the Intel oldie. Only I prefer to reach for the MacBook Pro.

Green is the color of hope and Apple is probably hoping for new sales records for the iPhone 13:

Oh yeah, I mustn’t forget those two new colors for iPhone 13 (mini) and iPhone 13 Pro (Max) – Green and Alpine Green. Looks nice, but the marketing ploy is transparent and was used last year. At halftime, Apple just wants to bring some momentum to the sale. Might find success with the people who actually buy their smartphones purely by color. I don’t belong now.