iPhone 12
Apple was behind in adopting 5G technology compared to major Android-powered cell phone manufacturers. While companies like Samsung, Huawei, and OnePlus had already released 5G-enabled smartphones by early 2019, Apple introduced its first 5G iPhones with the iPhone 12 series in 2020. Naturally, industry expectations were high, with many anticipating groundbreaking innovations and enhancements in addition to 5G.
Apple had secured patents for both the Ceramic Shield and MagSafe technologies, which were introduced with the iPhone 12. The Ceramic Shield, a significant advancement in screen durability, was covered under patents related to improving cover glass strength. This technology involved a glass-ceramic material that provides enhanced resistance to cracking, resulting in four times better drop performance. On the other hand, MagSafe technology, which included a magnetic attachment system for accessories and wireless charging, was also patented. This system allowed for easy attachment of various accessories and ensured efficient wireless charging. These innovations highlighted Apple's commitment to enhancing the durability and functionality of its devices through proprietary technologies.
Some technologies Apple obtained by acquiring companies.
Before being acquired in 2019 PullString specialized in creating voice applications and conversational AI. Their technology enabled the development of interactive voice experiences. This acquisition likely enhanced Siri's capabilities, making it more interactive and improving its conversational AI features.
Apple was lucky to acquired Intel's Smartphone Modem Business in 2019 that focused on developing 4G and 5G modem technologies. This acquisition helped Apple to reduce its reliance on third-party suppliers for modem chips, potentially improving the performance and connectivity of future iPhones with integrated 5G technology starting with iPhone 12.
in 2019 Apple bought Spectral Edge which focused on developing image processing technology that combined visible and infrared light to enhance image quality. This technology likely improved the camera capabilities of iPhones, enhancing low-light photography and overall image quality.
These acquisitions have helped Apple integrate advanced technologies into its products, enhancing their performance, capabilities, and user experience.
On October 13, 2020 Apple officially announced four new iPhones: iPhone 12 and iPhone 12 mini as well as iPhone 12 Pro and iPhone 12 Pro Max, which generated significant excitement about the new smartphone features
5G Connectivity: marking a new era for iPhone with faster download and upload speeds.
A14 Bionic Chip: fastest chip in a smartphone, enhancing performance and efficiency.
Ceramic Shield: providing four times better drop performance.
MagSafe: introducing a new ecosystem of accessories and improved wireless charging.
Advanced Dual-Camera System: with Night mode and faster-performing Deep Fusion making the computational photography and video of the highest quality.
After iPhone 12’s debut media reviews were very positive - the main concern was 5G network that was still “under development” in US. PCMag wrote that “iPhone 12 series brings top-notch design, world-class connectivity, and an improved Night-mode camera to the nation's most popular phone”. Gardian also saw iPhone 12 as the Apple's best since the iPhone X. Business Insider concluded that iPhone 12 was a big leap forward for Apple's smartphone line - for every reason except 5G. CNET summarized that even “in 2021, it's still an excellent buy”.
Other observers published positive reviews although with a bit less confidence. The Verge reviewer confessed - “Phone 12 is the first iPhone in several years that really does feel like something new. But I can’t point to any specific single feature that makes it feel that way”. NYT emphasized costs - “iPhone 12, with bright screens and a more robust design, is still a solid upgrade from past iPhones. But you will pay a premium”. Wired review sounded pragmatic - “you can do pretty much everything on the iPhone 11 that you can do on the iPhone 12. The 12 just has a little more zip to it”.
iPhone 12 has faced several controversies. The "OLED-gate" issue involved concerns about the OLED display causing eye strain due to pulse-width modulation. Apple also decided to exclude EarPods and a power adapter from the iPhone 12 box, citing environmental reasons, which sparked debates about cost-saving measures. Repairability concerns arose as the iPhone 12's design and software made it difficult for independent repair shops to fix the device without Apple's approval. Additionally, iPhone 12 was found to emit higher levels of electromagnetic radiation than permitted by some regulations, leading to temporary sales bans in certain regions.
Despite all the concerns and controversies iPhone 12 was a commercial success. The smartphone models saw strong initial sales, with pre-orders exceeding expectations. Typically, one month post-release the latest generation iPhone fetches 82-89% of the original retail price but this time iPhone 12 was selling for 109% - above its retail price! iPhone 12 series’ cumulative global sales crossed the 100 million units mark in the seventh month after its launch, which was two months earlier than the iPhone 11 series. This resulted in iPhone 12 series grossing 22% more revenue than the iPhone 11 series in the first seven months of its launch.
Today iPhone 12 remains attractive due to its advanced features. Firstly, its 5G capability ensures faster internet speeds and improved connectivity, making it ideal for streaming, gaming, and downloading large files. Secondly, the A14 Bionic Chip provides smooth performance and efficient multitasking, enabling users to run demanding apps and games without lags. Lastly, the camera system with Night Mode and Deep Fusion technology provides exceptional photo and video quality, even in low-light conditions. These features make iPhone 12 a powerful, versatile device - a great buy even today.