Apple launched new smartphones Wednesday at costs much like current fashions regardless of inflation and provide chain woes, whereas unveiling a premium digital watch with a price ticket to match.

Whereas a 90-minute presentation on the firm’s California headquarters didn't embody any shock reveals, the tech large did unveil new digital identification system to obviate the necessity for a bodily sim card.

The corporate’s latest smartphone, the iPhone 14, prices $799 for the bottom mannequin -- the identical worth as the present model, whereas a premium iPhone 14 Professional Max will go for $1,100.

The set of up to date merchandise, which additionally contains new earbuds, is designed to maintain prospects loyal to its profitable expertise ecosystem.

"Apple continued its sturdy progress within the first half of 2022, pushed by strong demand for the iPhone 13 -- which was the best-selling smartphone worldwide," stated Le Xuan Chiew, an analyst at Canalys.

The flexibility to maintain the iPhone costs flat mirrored the advantages of diversifying the provision chain to India after China’s zero-tolerance Covid insurance policies crimped manufacturing there, the analyst stated.

Wedbush analyst Dan Ives stated the launch occasion underscored Apple’s logistics energy.

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"Taking a step again, launching 3 new core {hardware} merchandise inside the Apple ecosystem regardless of the largest provide chain disaster seen in trendy historical past is a significant feat for Cook dinner & Co., particularly with the zero Covid shutdowns in China seen in April/Might," Ives stated.

Options of the brand new iPhone 14 embody a extra sturdy battery and new photographic capacities to seize "extremely broad" scenes and low-light settings.

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The telephones additionally include an "emergency SOS" perform to allow messaging to emergency providers when outdoors of Wifi protection.

Firm officers touted new digital watch merchandise with enhanced options. The Apple Watch Sequence 8 -- which might monitor physique temperature and different physique features -- costs at $400.

The corporate additionally unveiled the Apple Watch Extremely, priced at $800, which features a battery with sufficient lifespan for hardcore athletes "to finish a long-course triathlon," in accordance with an Apple press launch.

Neil Saunders, analyst at GlobalData Retail, described the brand new choices as having "incremental enhancements relatively than groundbreaking new improvements," including that the corporate "has finished sufficient to drive demand by persuading shoppers to improve and take pleasure in its new merchandise."