Apple revealed a flurry of new products at the ‘Far Out’ event on Wednesday. These included the new iPhone 14, the Apple Watch Series 8 and AirPods Pro 2. CEO Tim Cook kicked off the keynote address, followed by department heads who introduced their product.

The hoopla surrounding Apple’s new iPhone 14 models is part of a post-Labor Day ritual the company has staged annually for more than a decade. Wednesday’s event was held on the company’s Cupertino, California, campus at a theater named after company co-founder Steve Jobs.

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Here are 3 key takeaways from the Apple event:

Inflation is up, but costs remain the same

That pricing decision, revealed Wednesday during Apple’s first in-person product event in three years, came as a mild surprise. Many analysts predicted Apple would ask its devout fans to pay as much as 15% more to help offset rising costs for many components.

Pricing for the standard iPhone 14 will start at $799; the deluxe iPhone 14 Pro Max will start at $1099, Apple CEO Tim Cook announced in the keynote address.

With inflation still hovering at its highest level in 40 years, consumers have curbed their spending on many discretionary items.

Apple looks to capitalise on adventure-seekers 

In an effort to broaden the appeal of wearable technology, Apple is rolling out a Watch Ultra model designed to be more durable and offering a variety of special features tailored for hikers, scuba divers and other outdoor enthusiasts. The Watch Ultra, available in stores on September 23, will carry a premium price of $799.

Apple Watch Series 8 will also include a new temperature sensor intended to help women retrospectively track their ovulation cycles.

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Apple is focused on performance, not looks

The design of largely all Apple products has not changed much over the years. The base design has been constant since the launch of the iPhone X. However, the premium variants of the new iPhone will use the A16 chip, ensuring high performance.