How do you like them Apples?

Apple held its latest product launch event, dubbed Far Out, yesterday, announcing a range of new goodies including the iPhone 14 and the Apple Watch Ultra.

Driving the news: The headliner was the iPhone 14 which boasts all-day battery life and satellite connectivity for SOS messages (for, you know, those remote summer canoe trips). 

• The Pro and Pro Max versions feature the fastest chip available in any smartphone, an always-on screen, and a new do-it-all notifications feature called Dynamic Island. 

Onto Apple Watches, there are now three new options: the budget SE, the standard Series 8, and the Ultra, designed for everyday, normal outdoor activities like scuba diving. 

• And if you want to listen to some tunes, Apple also dropped its next generation of AirPod Pros, which are just as easy to lose but cancel double the amount of noise. 

Worth noting: Despite high inflation and increased costs, Apple did not raise its prices in the US, but may have to if a currency has not held up to the strong US dollar (like in the UK).  

Why it matters: Apple’s new gadgets are always the talk of the town, but whether they sell could tell us a lot about consumer confidence at a time when shoppers are cutting back.