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Oh. So. Pro.: Apple’s new slogan for iPhone 13 Pro is both Obvious and an Infinite Enigma



Above: Photo Collage / Apple / Lynxotic

Simple, to the point, yes. But what is the point?

Why go pro? Well, anyone who uses an iPhone in a work or business context can clearly benefit from the power under the hood (A15), and the new, better ways to communicate (messages, FaceTime, email improvements, etc) and manage information exchanges (notes upgrade, photo searching, live text, etc.).

And, let’s be honest, who that uses an iPhone for business doesn’t always want the newest and best? And who actually does have the funds to pay the lofty prices? On the face of it the slogan and the superficial idea it proposes is a simple extension of the demographics of Apple’s customer base.

Here’s what Apple says about the A15 Bionic chip in the iPhone 13 Pro:

With 5-nanometer technology, A15 Bionic — the fastest chip in a smartphone — features a new 5-core GPU in the Pro lineup that brings the fastest graphics performance in any smartphone, up to 50 percent faster than the leading competition, ideal for video apps, high-performance gaming, and the slate of new camera features.

On the surface then, it’s all good, the three terse words evoke the natural and logical, it’s a simple, clever slogan that targets the upper “Pro” demographic with an expensive but really cool device.

Lurking beneath is a mountain of meaning that connects to decades of research and innovation at Apple

But, wait, all the new iPhone 13s, along with any that use iOS 15, share many of the same “Pro” features, and thus we must all adapt to the embarrassment of riches, on some level.

Many questions arise; with “Pro” cameras (3x +) and software that leverages advanced chips, the neural engine, machine learning to extend our senses further in multiple directions at once, is there more going on here than meets the (camera’s) eye?


Here’s more from Apple about the A15 Bionic chip in the iPhone 13 Pro:

A faster Neural Engine in A15 Bionic, new ISP, and advancements in computational photography power the all-new camera features on iPhone 13 Pro and iPhone 13 Pro Max. Photographic Styles allows users to bring their personal photo preferences to every image while still benefitting from Apple’s multiframe image processing.

If we are all aspiring toward a Pro iPhone for our Pro digital lives are there trade-offs and lurking benefits that are not as obvious as better photos, videos and more digital eye candy? If we are all destined to be Pro then is Pro destined to be just “normal”?

The evolution from analog to digital to a pre-metaverse life

Work from Home has now been dubbed “Fully Distributed Workforce”, meaning work from anywhere. This is conceivable due to the accelerated transition to an economy where everything is digital, computerized and removed from atoms (other than robot assisted tasks like building Teslas, etc).

Less than total, but more and more pervasive, the lives we lead are not enhanced by our cyborg extensions (previously known as “smart phones”) but rather the life itself takes place in this soon to be enhanced alternate reality.

The new 6-core CPU with two new high-performance cores and four new high-efficiency cores, is up to 50 percent faster than the competition and handles demanding tasks smoothly and efficiently. A new 16-core Neural Engine capable of 15.8 trillion operations per second enables even faster machine learning computations for third-party app experiences, as well as features like Live Text in Camera with iOS 15. And major advancements to the next-generation ISP provide improved noise reduction and tone mapping.

Long before a video-game-like AR and VR metaverse emerges, we are already experiencing a large part of our waking hours, both for work and “leisure” through the portal of our devices and the internet.

In many ways, this is so obvious as to need no mention, and yet, what is a Pro life in this digital universe worth compared to a “non-Pro” version of the same life?

The new Apple silicon hardware / software and all eco-system transition – already long underway and projected to converge into an early stage Kurzweilian Singularity of Apple in around 2024, is what will determine the nature of existence for the rest of the decade.

With software, hardware, and now AI and machine learning, all having a continuous and presumably infinite upgrade cycle, isn’t that like a kind of eternal life, at least for our digital selves, if not for our biological baggage?

Enter the iPhone 13 Pro; suddenly the experiences we wear as we take part in the fully distributed workforce sparkle and dazzle and become more effective and pleasurable to navigate.

The human link in the chain, absorbing, adapting, learning, digesting all these upgrades and improvements and how they change our work and play is a game of catch-up that will never end.

At this moment, the new “memories” feature in photos, combined with the new cameras in the iPhone 13 Pro Max are going to change how I view my immediate past (as reflected in the “memories” created by AI and machine learning forays into my ever growing photo library).

And that will make my ancient iPhone 5 photos seem as antiquated as a polaroid from 1984. And how will the current, insanely crisp, macos lensed food snaps look next to my “only great” iPhone 12 Pro portrait mode plates?

Not that these are weighty problems or even musings, but when your world is in the pre-metaverse of the Apple ecosystem in 2021, these thoughts do arise.

Are we all heading to a life where everything is Pro?

While, on the one hand, the goal of eternally enhanced digital communication is a very useful and important one, a possibly essential upgrade to our species just in time to prevent a climate apocalypse, on the other hand, how will the fully distributed workforce look once we are all Pro.

The transition from brink & mortar, skin, sinew and gray matter to a digitally enhanced cyborg communication center in our pocket is at a very early stage, to be sure.

At the same time things, including the relentless Apple upgrade cycle are going very, very fast, indeed.

If we are all destined to measure our contributions to work and society based on enlarged, enhanced communication capabilities, that enhancement will include what was once called “multi-media”. Hi resolution photos and videos, video calls with portrait mode, hell, feature films we shoot on the weekend, all the bells and whistles that once seems like a “hobby” for pleasure and in a rare case profit, all will now be central to our very existence.

Starting now, we are all Pro. The brightest and best will be more, they will be Oh. So. Pro.

Apple @ Lynxotic:

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