And the new MacBook which the admission price is set for 1

Steve Jobs was not there, Apple did not again Netbook and even less a real new iPhone likely to once again revolutionize the telecom world. It is the negative view of the Conference of the developers of the company Apple, which opened Monday last in San Francisco.

But, on the stage of the Moscone Center, leaders from Apple, Philip Schiller and Bertrand Serlet in mind, have indeed managed to compensate for the absence of the guru of the firm and not disappoint a hooked public technological innovation. The first, responsible for marketing, presented a new range of laptops of the MacBook family, more powerful and less expensive computers. The second, head of software engineering at Apple, detailed the new operating system highly innovative Snow Leopard which will be available in September.

A simple appetizers before the highlight of the show: after cent twenty minutes of patience, the 5,000 developers of these applications on-site could finally discover the new iPhone 3GS ("S" for Speed). Version 3.0 that physically looks like a brother sister to the previous iPhone 3 G, but who do under its hull new features to correct the weak points of the previous version: auto-focus camera with video function, battery enhanced autonomy, faster navigation system, voice recognition to call a number or launch applications...

The 32 GB capacity model will be proposed at 299 $ us with ATT for two-year contract and the model 16 GB to 199 dollars under the same conditions. At the same time, Apple back to 99 dollars the cost of the iPhone 3 G 8 GB marketed for one year. With this aggressive rate policy more features and power for the same price and a basic version now more accessible , Apple also extends its target. Customer base is now mid-tier with the 3 G iPhone old version at the top of range, his favourite field, with the new 32 GB model. It is a real change in policy marketing in Apple mobile products. Even the new Mac OS X, presented as "the most advanced in the world", will be not sold at high prices to computer users who already hold the current version: 29 dollars in the United States.

"Apple Eco-System".

And yet, the most attractive tariff policy is not only a defensive act to renewed competition from Nokia, Samsung and other RIM which all embarked on the ground of the iPhone kicked for touch screens and "stores" of applications based on the model of the App Store. Gene Munster, Piper Jaffray analyst, believes that it is the right strategy. The iPhone to $ 99 should boost sales.

And the new MacBook, which the admission price is set for 1.699 $, representing a decrease of price of $ 300, should be more attractive. According to this Apple, the firm of specialist to the Apple can afford to reduce its price to maintain its competitors on the one hand remotely because margins are high, and because the installed base is expanded, which should therefore not weigh on profitability. In little more than two years, Apple has increased from 23 million users of the Mac OS X system to almost 75 million (a number that includes the iPhone, of course).

In General, Apple gave Monday the image of a safe business itself. Confident, first, in the direction it has taken: its existing models already are such stars as it is not necessary to redraw all the time. Thus, neither the new MacBook, or the new iPhone have need of a new "look and feel" to be attractive, says Apple. The firm Apple is also confident in his strategy: focus on technological innovation, while relying on a community of developers of applications that expand the boundaries of internal innovation and maintain a true "eco-system Apple" on the firm. There are now more than 50,000 applications available for the iPhone... a record that Nokia and its OviStore is still far from equal. Apple is confident perhaps rightly to have reinvented the mobile phone use, and has not abandoned this ambition in the microcomputer world. In addition to the fragile health of his charismatic CEO, his greatest weakness may be the sin of pride.