Apple unveiled its 5G phones at a virtual event Tuesday. The company announced four phones: the iPhone 12 mini, iPhone 12, iPhone 12 Pro, and iPhone 12 Pro Max. The releases will be staggered; on Oct. 16, the iPhone 12 and iPhone 12 Pro can be pre-ordered (in-store sales begin Oct, 23), and on Nov 6, the iPhone 12 mini and iPhone 12 Pro Max can be pre-ordered (in-store sales begin Nov. 13).
- The iPhone 12 starts at $799. The smaller iPhone 12 mini starts at $699 while the iPhone 12 Pro starts at $999, and the larger iPhone 12 Pro Max starts at $1,099.
- To cut down on waste, the company will no longer provide headphones or a charging brick with the phones.
- The company also announced its HomePod Mini speaker to compete with Amazon's Alexa and Google Home.
The highly anticipated event was expected to launch the iPhone into the 5G era with a redesigned look and unique innovations. Instead, it was a walk down memory lane as the company repackaged Steve Jobs' greatest hits. The MagSafe feature on the new iPhone was available on Apple's computers from 2006-2017. The color scheme dates back to Jobs' revolutionary "flavors" of iMac G3 starting in 1998, while a smart speaker incompatible with Spotify is reminiscent of the software battles fought with Microsoft.
As explained by Rachel Metz of CNN Business, "Apple has been hailed as a vanguard of knowing what consumers want before they themselves are aware of it." The company hopes that this ethos continues to attract customers and that its loyal userbase will pay to upgrade its products regardless of their quality or the current social and economic circumstances.