The iPhone XS (pronounced iPhone 10S1) and iPhone XS Max are the two models of the twelfth generation of the Apple company’s smartphone. They were presented to the public on September 12, 2018, at a keynote in Cupertino
Their pre-order began on September 14, 2018 and is released in stores on September 21, 2018.
The device is equipped with an eSIM in addition to the SIM card location, except in China where it is replaced by a dual SIM4. The other main innovation is the A12 Bionic chip (which also equips the iPhone XR) capable of performing calculations 50% faster than the A11 Bionic chip of the iPhone X5. This allows it to make more advanced real-time calculations for augmented reality and machine learning. The iPhone XS camera can now manage blur and depth of field during and after. Internal storage capacity is extended to 512GB and it can now pick up mobile data up to gigabit. Finally, the battery is improved to last half an hour longer than the iPhone X for the XS, and an hour and a half for the XS Max.
is a U.S. multinational company that designs and markets consumer electronics, personal computers and computer software. Some of the company’s best-known products include Macintosh computers, iPods, iPhones and iPads, Apple Watch, iTunes media player, iWork desktop suite, iLife multimedia suite or software for such as Final Cut Pro and Logic Pro. In 2017, the company employs 116,000 people and operates 499 Apple Stores in 22 countries10,11 and an online store selling Apple’s devices and software as well as third parties. Its annual profit for 2017 is $45.2 billion.
Apple was created on April 1, 1976 in the garage of Steve Jobs’ childhood home in Los Altos, California by Steve Jobs, Steve Wozniak and Ronald Wayne12, and incorporated on January 3, 1977 originally as Apple Computer , but for its 30th anniversary and to reflect the diversification of its products, the word “computer” was removed on January 9, 200713.
Because of its industrial philosophy of vertical integration, its marketing approach based on the innovation, ergonomics and aesthetics of its products appreciated by consumers, its original advertising campaigns and customers who identify with the company and the brand14, Apple has forged a unique reputation in the consumer electronics industry.
According to a Fortune magazine ranking, Apple is the most admired company in the world in 2006, 2007, 2008, 2009, 201015, 2011, 2012 and 201316. It is, from 2011 and due to market fluctuations, the first market capitalization of the planet17 and also becomes on August 2, 2018 the first private company in history to reach a value of 1 trillion dollars on the stock exchange18,19.
But the firm also receives widespread criticism of the working conditions of its workers, its environmental choices and business practices20, with many of its products being manufactured in Asian countries such as India or China21.22.
In 2014, according to Interbrand’s Best Global Brands ranking, Apple is the world’s leading company by value with a valuation of nearly $118.9 billion23. In 2015, Apple again topped the Interbrand rankings for the third year in a row24. In 2017, the brand is valued at $170 billion (up 43% from 2014) ahead of Google and Microsoft.
In August 2015, Apple’s website merged with the Apple Online Store25. The user can therefore buy directly online on the presentation page of each product.
Apple was founded on April 1, 1976 in Steve Jobs’ childhood home in Los Altos, and incorporated on January 3, 1977. It takes various facets coordinated with the evolution of the computer world it precedes, from a world without a personal computer to a society of the xxie interconnected through fixed and mobile terminals. It was one of the first manufacturers working to design machines that were cheaper and less cumbersome in the face of the IBM monopoly.
Its flagship products include the Apple II, Macintosh, iPod, iPhone and iPad.