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Apple powers up iPads, adds color to iMacs
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Apple Inc on Tuesday announced a range of new computers, a paid podcasting service and devices for finding lost items, signaling the continued expansion of its once-simple product line into more and more corners of customers’ lives.
The new US$30 AirTags, tiny devices that can be attached to items such as keys and wallets to locate them when they are lost, were applauded by analysts as a likely hot-seller that would also keep the company’s more than 1 billion customers locked into its products.
A new iPad Pro tablet, featuring the same Apple-designed processor that powers the firm’s more recent Mac computers, has keyboard and trackpad options that help make it a full-blown alternative to traditional laptops and desktops.
And a refresh of the Mac desktop line boasts seven color options, harkening back to the famous candy-colored Macs that helped Steve Jobs revive the company in the 1990s.
The announcements show how the iPhone maker is accelerating the expansion of its product portfolio and working to keep customers committed to its family of devices even as government scrutiny of the power and reach of major technology firms intensifies.
Most of the product introductions had been telegraphed before the presentation, which had no major surprises.
The new iMacs, which start at US$1,299, feature a higher quality front-facing camera and microphone, responding to complaints from consumers during the coronavirus pandemic that the computer’s cameras had not kept pace with iPhones and iPads during an era of pervasive video calls.
“Apple cameras in their computers have been terrible, frankly. They finally have a reasonable camera in the iMac,” said Bob O’Donnell, head of TECHnalysis Research, who added that the new colors were likely to stand out in a market dominated by black, white and silver machines.
The new iPad Pros, starting at US$799, use the same M1 chip as Apple’s other computers, rather than the beefed-up version of iPhone chips found in previous models. The tablets also have additional ports for connecting monitors and 5G connectivity, while featuring a higher-quality display than the company’s laptops.
Analysts said that when combined with Apple’s keyboard and trackpad accessories, the new iPad Pro models could be a good replacement for a laptop, especially for content creators or business travelers. But those accessories also push the price to nearly US$1,100 — more than Apple’s cheapest laptop, the US$1,000 MacBook Air.
Ben Bajarin, principal analyst for consumer market intelligence at Creative Strategies, said the devices are not likely to be volume sellers but will target the niche of consumers who value versatility.
“If you want to go the gamut from mobile production, content consumption and or creativity, that is the device that does it.”
Apple also announced podcast subscription services that will compete with rival Spotify Technology SA.
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