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Apple losing money seems impossible nowadays. But during Q3 of 2020, Apple reported $26.4 billion in revenue, which is a 20% decrease year-on-year from 2019. Apple, though, isn’t perturbed and is anticipating a strong Q4 comparable to last year, when revenue from iPhone sales alone reached $55.96 billion. There is reason to be bullish, and that’s the much-anticipated iPhone 12.
Released in October, or a month after Apple’s customary September product launchings, the iPhone 12 is high in demand says Tim Cook and Luca Maestri, Apple’s CEO and CFO, respectively. And for good reason: The iPhone 12 line is a thing of beauty and an absolute game-changer.
This isn’t surprising given the technologies now available. Today’s printed circuit boards (PCBs), in particular, are so technologically advanced that engineers nowadays are able to create the kind of innovative hardware that can run the most powerful smartphones. The PCBs are connected through net ties allowing for more hardware to be fitted into the phone, consequently giving engineers greater flexibility in dealing with the design challenges that come with creating the most advanced devices possible. Incidentally, the iPhone 12 lineup purportedly incorporates liquid crystal polymer (LCP)-based flexible PCBs in order to improve the iPhone’s mmWave antenna modules and make them 5G capable (since LCP antenna modules are better at large data transmission).
The iPhone 12 being 5G capable — joining fellow flagships like the Samsung Galaxy S20 Ultra and the OnePlus 8 Pro — is just one of the reasons it is being hailed as a game-changer. Another reason is that the iPhone 12 lineup runs on the ultra-powerful A14 Bionic chipset, which translates to CPU gains in the 30−40% range and GPU improvements of around 38-50%. Shifting the A14’s manufacturing process from 7nm to 5nm made these upgrades possible, and they figure to make the iPhone 12s the fastest, most high performance, and most power-efficient smartphones on the market today.
Moreover, the camera system of the iPhone 12 line is once again superb. In fact, the iPhone 12 significantly improves upon the iPhone 11’s camera system, which made headlines last year with its triple camera rear setup. This massive upgrade is most evident in the iPhone 12 Pro and the iPhone 12 Pro Max, whose camera systems — wide, ultra-wide, and telephoto, with portrait lighting and optical image stabilization — are so powerful that they are perfect for professional photographers, videographers, and content creators.
And the iPhone 12 Pro Max is no doubt Apple’s best by far and arguably the gold standard of smartphones today. Aside from having iPhone 12 standards like the Super Retina XDR OLED display, the powerful A14 Bionic chipset, and 5G connectivity, the iPhone 12 Pro Max also has a host of features that make it a cut above the rest. Most notable among these, aside from the camera, is the iPhone 12 Pro Max’s cutting-edge MagSafe technology that lets users magnetically clip chargers, accessories, and cases to the phone.
Obviously, the iPhone 12 Pro Max starting at $1,099 for the 128GB model is pricier than the rest of the iPhone 12 lineup. Even so, that extra $100−$200 is very much worth it for this game-changing device. That said, the iPhone 12, the iPhone 12 mini, and the iPhone 12 Pro aren’t too bad either, and are game-changers themselves.