Apple has been under a lot of pressure lately.
Unrest in key production bases in China, shifts in production bases for iPhone,
iPad, and AirPods, EU's USB-C mandate, large-scale job cuts, delays in Apple
Glass and Apple Car launches, and unstable market
conditions are leading to a downward trend in stock prices.
There's so much pressure on top of that,
but it seems like there's a new opportunity for innovation in Apple devices.
Due to the low yen, there is a paradoxical opportunity to bring innovative materials
from Japan at a good price.
There are more than 1,000 Apple's partners in Japan.
Tim Cook can't miss this chance.
Tim Cook announced his visit to Japan through Twitter in mid-December,
and this visit to Japan seems to be more special than ever.
Tim Cook started with a meeting with Japanese Prime Minister Kishida, visited partner companies
and had candid conversations with employees,
and also visited a school in Japan
with Chief Marketing Officer Greg Joswiak to talk about how to use the iPad. .
Of course, I stopped by the Apple Store and did not forget to encourage the staff.
Tim Cook emphasized strengthening partnership with Japan even in 2018,
when it was called Apple's crisis,
and it seems that he has a firm will to overcome this crisis
by strengthening partnership with Japan.
Among other things, this is Tim Cook's visit to Sony.
One of the keys to the iPhone's success today is the camera.
It is Sony that supplies the core sensor of this camera,
and Apple has never officially revealed Sony's partnership.
I haven't had one in the last 10 years,
but this visit was because I visited Sony's secret camera sensor innovation site in Kumamoto
and declared it to be the best partner in Japan.
Sony also made an unusual first disclosure of the top-secret facility to the media,
and with this single photo,
it is clear that the key to iPhone growth over the past decade has come from both companies' partners,
and that they will work more closely together in the future.
Sony is already known to be preparing to mount the next-generation image sensor
currently under development on the iPhone 15 series,
and as Tim Cook personally visited
and announced that it is the best partner in Japan,
the iPhone 15 series camera will be further advanced.
According to Nikkei Asia,
Sony's new sensor uses a new semiconductor architecture,
which captures more light by doubling the saturation signal level of each pixel
compared to conventional sensors, and dramatically
increases the dynamic range to capture clear portraits even in backlight.
While saying that it is possible, the new sensor will be manufactured at
Sony's Nagasaki plant and delivered to Apple.
Currently, Sony's share of image sensors is 44% worldwide,
but Sony has announced plans to increase its share
to more than 60% by 2025.
Also, in the market, it is predicted that the iPhone
15 Pro Max and Ultra models will be equipped with a periscope lens to dramatically improve
the performance of the iPhone's insufficient optical zoom.
Apple, which is resolutely seeking answers through innovation in a crisis situation,
and the fact that key sensors are produced in Nagasaki,
where the wounds of the atomic bombing were deep, seem to be healing through collaboration and coexistence,
so it seems to come back as a big learning point.
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