And it was all YELLOW: Apple announces new color for iPhone 14 lineup03/07/2023
Apple announces new YELLOW color for its iPhone 14 lineup – as the tech giant sees biggest decline in smartphone sales since 2019
- Apple announced the iPhone 14 and iPhone 14 Plus will come in yellow
- Pre-orders open on March 10, with an official launch on March 14
- READ MORE: Apple cuts production of the new iPhone 14 by 6 million units
Apple on Tuesday introduced yellow versions of its iPhone 14 and iPhone 14 Plus to boost sales that have seen the biggest declines since 2019.
Users across over 60 countries, including the US and UK, can pre-order the new smartphones starting March 10.
Both will feature the same technology and pricing as the original lineup released in September 2022 – the devices start at $799 and $899.
Apple has used similar yellow shades in previous models – the iPhone 5c and iPhone 11 – but this is the first time the color has been seen on a modern device.
The move, however, is the tech giant’s secret weapon to boost iPhone sales, which fell eight percent last year.
Apple has revealed a new bright yellow color for its iPhone 14 and iPhone 14 Plus
Bob Borchers, Apple’s vice president of worldwide product marketing, said in a statement: ‘People love their iPhone and rely on it every day for all that they do, and now there’s an exciting addition to the lineup with a new yellow iPhone 14 and iPhone 14 Plus.
‘The extraordinary battery life, lightweight design, pro-level camera and video features, groundbreaking safety capabilities like Emergency SOS via satellite, and all iOS 16 has to offer to make iPhone 14 a great option for anyone in the market for a new iPhone.’
Apple sales saw a major decrease at the end of 2022, as the cost of living increase forced consumers to choose between paying bills or purchasing the latest iPhone.
Apple CEO Tim Cook said the firm was navigating a ‘challenging environment’ while blaming the sales decline on supply shortages due to Covid-19 disruption in China.
‘As the world continues to face unprecedented circumstances … we know Apple is not immune to it,’ he said on a conference call with investors last month.
However, releasing a new color might boost Apple’s bounce back.
The yellow versions will feature the same technology released on September 7, 2022 with the original iPhone 14 lineup.
Users across over 60 countries, including the US and UK, can pre-order the new smartphones starting March 10. The new color smartphones will hit the market on March 14
iPhone 14 and iPhone 14 Plus, which boast a 6.7-inch screen, include a dual-camera system, the A15 Bionic chip and safety capabilities, including Emergency SOS via satellite and Crash Detection.
The smartphones feature a sleek aerospace-grade aluminum design in five finishes and updated internal designs for better thermal performance.
The pair have a Ceramic Shield on the front cover that protects the inner workers from spills, water and dust.
The camera also has a 49 percent improvement in low-light capture and a new TrueDepth for the front-facing camera that automatically focuses on objects and people within the frame, along with the Ultra Wide camera that captures more of the scene
The new iPhone 14 family includes a software feature called ‘Photonic Engine’ that captures better details and color in low light.
Both will feature the same technology and pricing as the original lineup released in September 2022 – the devices start at $799 and $899
‘Through a deep integration of hardware and software, Photonic Engine improves mid- to low-light photo performance across all cameras: up to 2x on the Ultra Wide camera, 2x on the TrueDepth camera, and an impressive 2.5x on the new Main camera,’ shared Apple.
‘Photonic Engine enables this dramatic increase in quality by applying the computational benefits of Deep Fusion earlier in the imaging process to deliver extraordinary detail, and preserve subtle textures, provide better color, and maintain more information in a photo.’
The video system was also upgraded with ‘action’ mode, keeping the footage stable even when shaky.
Apple’s iPhone 14 did not make a wave like it had predicted, forcing it to cut the new smartphone by six million units just two weeks after its release.
Sources familiar with the matter told Bloomberg that Apple was forgoing an additional six million handsets this year on top of the already 90 million units that were produced in 2021.
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