Apple iPhone 16: setting the right expectations

As the owner of an iPhone15 Pro Max I don’t see any compelling reasons for upgrading to an iPhone16, though I wouldn’t mind having the better battery life the company promises. Sure, the 15% increase in CPU and 20% boost in GPU performance from the new A18 processor, built of course by TSMC using its second-generation 3nm process, will give the device a little more pep but probably not enough to notice when using real-world applications. As for the “new” camera control button, I don’t see any particular need for it either given that my photo taking needs are pretty basic.

Apple’s cautious approach to the integration of Apple Intelligence in the iPhone16 (and certain models of the iPhone15) is to be applauded, not least because the company’s messaging makes it clear to users that enabling personalized on-device AI features will be a long-term evolutionary process rather than a Big Bang moment. Although this has dampened feverish speculation among some analysts and commentators that the launch would lead to a resurgence in iPhone sales, Apple has done a good job of setting the right expectations for the new device. Compare and contrast this realistic tone with some of the more outlandish claims being made for AI PC and smartphone silicon and device makers!

Fueled in part by orders for the iPhone16 A18 chip, TSMC has reported a revenue of NT$250.87 billion ($7.8 billion) in August, an increase of 33% percent over the same month in 2023. TSMC’s revenue for January through August 2024 totaled NT$1,773.97 billion, an increase of 30.8 percent compared to the same period last year.

With Nvidia, Intel, MediaTek, Qualcomm, and AMD rolling out new products built using TSMC’s most advanced 3nm and 5nm processes, the company looks well set to meet its forecast for the third quarter of between US$22.4 billion and US$23.2 billion and deliver a solid fourth quarter even if iPhone16 sales are weaker than initially projected.