Mobile Communications

Apple Spring Launch reactions: Are we going "backwards"?

So what did you think of the #AppleEvent yesterday? I, like Black Biscuit King, was somewhat underwhelmed. There’s a ‘new’ small iPhone, the iPhone SE, and a smaller iPad PRO. So it seems Apple is going for ‘smaller is better’ this time round.

Reactions on social media weren’t particularly enthusiastic, with one Twitter user unfavourably comparing Apple to Android.

As for me, the products didn’t leave me feeling excited, but two features did interest me – Night Shift, and True Tone. Experts have been saying for a while that blue light can affect your sleep, and now Apple claim to have solved that problem. Night Shift uses the clock and geolocation on your device to track when the sun will set, and automatically adjusts your display’s colours to the warmer end of the spectrum. Bye-bye blue light, hello good night’s sleep.

True Tone is a new display feature of the 9.7 inch iPad Pro. The idea behind True Tone is to adapt the display in line with the lighting in your environment, by changing the white point of the iPad Pro’s display and adjusting the brightness. This should make reading and drawing on the iPad Pro a lot more comfortable. The jury’s still out on how successful it will be, but it sounds good.

Now you’ve heard what I think, what about the experts?


Abby Francis, spokesperson for, says of the iPhone SE:

“What many expected to be a relatively simple update to the 4” 5s has turned out to be a vastly-improved small handset with a spec rivalling the iPhone 6.

“With over 30 million people buying 4” phones worldwide, Apple has seen the potential of offering a small phone with a decent spec, bringing in several popular features of larger models and suggesting a more serious direction for its smallest handset.

“What started life as the little brother of the iPhone portfolio has seen some massive improvements to its spec, with claims that the iPhone SE will be just as powerful as the iPhone 6S.

“With all this increased functionality, battery improvements across the board are to be expected.”


Ernest Doku, telecoms expert at, says:

On the iPhone SE 

“The launch of the iPhone SE should be read as a retaliation - a battle cry to the Chinese challenger brands that have taken a bite out of Apple in recent months. 

“Targeted at Millennials with smaller budgets, the SE offers a fully-formed iPhone experience for around £170 cheaper than its flagship.

"Taking the iconic design of the 5s and supercharging it with the innards of the 6s, its best iPhone yet, and for a vastly lower price, should strike fear in the hearts of brands already competing in the mid-range mobile market.

“Apple's been there before, mind. The iPhone 5c was supposed to be a cheap and cheerful iPhone but raised eyebrows when it launched because it was only £80 cheaper than the flagship 5s back in 2013.

“But this time around, Apple has priced the SE cleverly at the sweet spot for instant sales, meaning there is no reason why this four-inch handset and its chamfered edges shouldn’t fly off the shelves from the word go.”

On the iPad Pro

“The iPad Pro launch appears to cater to consumer whims over true innovation - with new colours and sizes the order of the day.

“Honey, I’ve shrunk the iPad, cried Tim Cook - no doubt in response to the moaners who lamented the huge size of the very first Pro. 

“Reducing the size of their business device but keeping the beefed up specs might suit the business traveller who needs portability.”


Olly Berry, Head of iOS, Mubaloo, on what the iPad Pro means for the enterprise:

“The iPad Pro was described by Phil Schiller, Apple’s senior vice president of worldwide marketing, as ‘the ultimate PC replacement’; which echoes a shift we are seeing where tablets are recognised more as business devices. The 9.7-inch iPad Pro is the ideal size for use in the enterprise, where field agents can use it to complete tasks more easily on the move. What is more, multi-user support for education also hints at a similar experience potentially becoming available sometime in the future across the OS. For businesses this could mean field workers using shared devices, making the iPad a much more desirable tool in the workplace. This, coupled with the lower price point (in comparison to the original 12.9-inch iPad Pro) will make the new iPad Pro particularly appealing for businesses. The iPhone SE also provides businesses with a more affordable price point for businesses looking to equip their workforce with fully featured iPhones.”


Read next:

Apple Spring Launch: New iPhone SE & iPad Pro


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Kate Hoy

Kate Hoy is Editor of IDG Connect

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