First Impressions After Going Hands-On With New Apple Products
*By Hope King*
CUPERTINO, Calif. ーThe big takeaways for Apple's iPhone [event](https://cheddar.com/videos/apple-unveils-3-new-iphones-higher-prices) this year? Price and color matter, and the Apple Watch may finally be a must-have.
When Apple released the iPhone X last year, critics said it would be too expensive for customers, with a base price of $999.
Now, the priciest iPhone, the new XS Max, comes with a base price of $1,099 and will set you back $1,449 with the maximum available capacity of 512 gigs.
At its much-anticipated annual fall event, Apple announced three new iPhone X devices: an iPhone XS, XS Max, and XR, all with the edge-to-edge display and Face ID that once differentiated the X model.
Overall, the phones look and feel quite similar ー but again, the biggest differences are price and color.
With the iPhone XS Max starting at $1,099, Apple is selling its largest iPhone ever with a 6.5-inch screen. Compare that to the iPhone XS at 5.8-inch screen for a $999 starting price, and the iPhone XR with a 6.1-inch screen for $749. That's more than the base price for the original iPhone 8 when it was released last year. Now a $749 price tag is the "bargain" option.
To make the iPhone XR even more appealing, Apple introduced several vibrant colors unique to the model. There is a coral, pink, yellow, and blue version in addition to the classic black, white, and PRODUCT(RED) iterations.
What Apple seems to be saying here is, "We've got a phone for everyone." And that's likely a welcome message for investors, who worry about a smartphone market that is slowing down.
In addition, Apple will continue to sell the iPhone 8, starting at $599 and the iPhone 7, starting at $449.
One quick thing about the Apple Watch Series 4: I think Apple finally may have built a smartwatch that I've been waiting for.
The new models sport a larger screen and haptic feedback in the digital crown, both of which make scrolling around on the small device somewhat easier. Apple also added an electrocardiogram feature, which earned FDA approval. It's a game-changer that transforms the watch from a mobile device into a medical one. Good luck, Fitbit.
Okay, the stuff of business settled. Onto the event itself.
From my vantage point covering the event from the "Spaceship," a.k.a. Apple's headquarters, many more journalists than last year were present.
All the mainstream U.S. networks ー ABC, CBS, NBC, CNN, Fox Business, Bloomberg, CNBC ー were with us on the risers; the press center was filled with digital outlets from all around the world, and the demo area was swarmed (as it always is) with familiar faces from the YouTube tech scene.
I spotted [Marques Brownlee](https://www.youtube.com/user/marquesbrownlee) and iJustine, just to name two.
I asked Brownlee what impressed him most (and least). Unsurprisingly ー at least to those who know and follow him ー Brownlee said he loved the iPhone XR in red and was a little mixed about the coral. Shrug.
I didn't get a chance to talk to iJustine but she, like many others, was glued to the gold Apple Watch and iPhone XS. There's just something about the color that resembles liquid gold.
All in all, compared to last year's event, Wednesday's announcement felt very different, mostly because this was an "S" year ー an in-between year for big model and design changes.
But if Apple can replicate the success of the iPhone X with more related devices, I think X marks the spot.
President Joe Biden named Jerome Powell, initially appointed by President Trump, to keep his seat as the chair of the Federal Reserve on Monday amid the ongoing challenges of the pandemic, inflation, and unemployment. David Beckworth, a former international economist for the Treasury Department and a senior fellow with the Mercatus Center, joined Cheddar to discuss what he sees as the practicality of Biden's decision. "What Powell brings to the table is he's built up political capital with Republicans and Democrats," he said. "It's easy for him to get the job done. I think in one way he was the path of least resistance for the president."
As housing prices continues to rise, Tim Rood, managing director at the real estate finance solutions company SitusAMC, joined Cheddar's "Closing Bell" to talk about what is driving up the costs, attributing it to supply chain constraints and regulatory expenses. Rood stated that the federal government's response to the 2008 financial crisis has added to the growing price tags. "The government came down super hard on banks and independent mortgage companies because of the defaults," he said.
Colleen Kelly, CEO of Concern Worldwide US, joined Cheddar to discuss food insecurity concerns as the cost of this year's Thanksgiving dinner has surged amid record inflation. Kelly also talked about the ongoing issues derailing global supply chains and raising food prices, which undercuts efforts to tackle food insecurity in the United States and around the world. "Everything that hits the U.S. hits countries that are in extreme poverty even harder, and as you can imagine there were three major things affecting this in the last year: climate change, COVID, and conflict," she said.
Papa Johns has a new look for its logo, graphics, and storefronts. CEO Rob Lynch joined Cheddar's "Closing Bell" to talk about the timing of the rebrand following its ongoing success through the pandemic. Patrons entering revamped locations will notice a lack of menu boards thanks to customer smartphone use and glass panels to allow customers to watch pizzas being made by hand. "Everyone has a menu board in their pocket in the form of their phone," Lynch said. "Eighty percent of our business is ordered digitally, whether it's web-based or our fastest-growing channel being app-based."
In a surprise turn of events, Elizabeth Holmes took the stand in her own defense on Friday and is expected to continue her testimony later today. Holmes, who founded a blood testing start-up Theranos back in 2003, faces 11 counts of wire fraud as well as conspiracy to commit wire fraud. Aron Solomon, Chief Legal Analyst, Esquire Digital joined Cheddar's Opening Bell to discuss.
NFL Hall of Famer Jerry Rice and his daughter/business partner Jaqui Rice Gold joined Cheddar's "Between Bells" to talk about their energy drink G.O.A.T. Fuel. The pair talked about launching the brand during the height of the pandemic and what makes it different from competing brands. "The thing that separates us from the other energy drinks is we have cordyceps mushrooms in the drink," he said. "You're not going to have the jitters or anything like that." The duo also discussed the Los Angeles Lakers making it the official energy drink of its organization and what that means for the growth of the brand.
Rapper and singer T-Pain is teaming up with Google this holiday season to encourage shoppers to support Black-owned businesses on Black Friday. Stephanie Horton, the director of marketing for Google Shopping, joined Cheddar to provide some details about T-Pain's new song, featuring Normani, in a new shoppable interactive film for the promotion. She also explained how Google worked with local artists in various states to create shoppable murals, where products seen in the artwork are discoverable online by simply pointing your camera at it.
Caleb Silver, the Editor-in-Chief for Investopedia, joined Wake Up With Cheddar to break down the latest in the Activision Blizzard sexual misconduct scandal. After 1,700 of the embattled video game maker's employees signed a petition demanding CEO Bobby Kotick step down, Kotick reportedly said he would step down if he can't turn the toxic workplace culture around quickly. Silver noted that the allegations go back years with settlements and lawsuits that indicate Kotick would have to be claiming ignorance of his own business or deliberately obfuscating his knowledge of what happened under his watch.
An Apple memo is apparently encouraging its employees to feel comfortable to freely discuss workplace concerns like wages and paid time off following allegations that employees were fired for communicating about issues of pay, workplace safety, and harassment.
