[Experience] The 'Dynamic Island' Vibe Captivated Me... iPhone 14 Pro Max

Pessimism Dispelled... Early Shortage of Pro and Pro Max
Popularity Driven by 'Dynamic Island' Feature
Convenient but Individual App Development Skills Crucial
Price Rises Over 1.75 Million Won Due to Exchange Rate

iPhone 14 Pro Max Deep Purple Color

[Asia Economy Reporter Cha Min-young] Contrary to pessimistic views that the iPhone 14 series would face weak demand, it has encountered an initial shortage of supply. The models leading the popularity are undoubtedly the high-end 'Pro' and 'Pro Max,' indicating that Apple's strategy of differentiating its flagship models has paid off. In particular, the 'Dynamic Island,' which transforms the hardware (HW) flaw of the notch hole that marred aesthetics into a software (SW) feature, is regarded as the essence of Apple's emotional strategy.

'Punch-hole' Design, Apple's Solution: 'Dynamic Island'

iPhone 14 Pro Max

Looking at the exterior of the 'iPhone 14 Pro Max' in Deep Purple color, the sides are finished with a stainless steel band that accentuates its glossiness. The Pro Max weighs 240g, slightly heavier than the 238g of the 'iPhone 13 Pro Max.' Considering the trend toward lightweight devices, this represents a step backward for the sake of design. The matte glass finish in a mysterious Deep Purple color, along with the Apple logo on the back, adds a touch of luxury.

Comparison of the screen before and after implementing the 'Dynamic Island.' The right side shows the screen while using the Maps app and YouTube Music app in the background.

Turning to the front, as initially expected, the iconic notch of the iPhone has been removed and replaced with a 'punch-hole' design that only leaves the camera module exposed?this is the biggest change. The Dynamic Island design allows users to interact with notifications simply by tapping or pressing. It can be understood as a form of keeping widgets displayed on the screen. With smooth animation effects, it feels dynamic yet natural. Applications that can use Dynamic Island include Apple’s native apps such as Voice Memos, Maps, and FaceTime, allowing up to two apps to be used simultaneously. Additionally, some third-party apps like YouTube, YouTube Music, Melon, Flo, Bugs, and Naver Clover are also supported. Although not yet supported, apps like Baedal Minjok and Kakao Taxi would make it convenient to check locations without having to verify them one by one. This depends on the developers’ capabilities, and apps that implement the appropriate Application Programming Interface (API) for Dynamic Island will be updated and integrated first. While watching videos, concerns arose, but the wide display of the Pro Max made the top part unobtrusive. However, text messages and similar notifications appear at the bottom and are not integrated into Dynamic Island. Also, since the front camera sensor overlaps with the Dynamic Island function, fingerprints on the screen should be expected.

An implementation of a map app using Dynamic Island. It is constantly displayed at the top and temporarily expands when tapped.

The so-called 'AOD (Always On Display)' feature also stands out. Samsung Electronics has had this feature since the Galaxy S7 series, so it is not a new technology, but the implementation methods of Apple and Samsung differ significantly. While Samsung displays the date, clock, and calendar on a turned-off screen, Apple implements it by dimming the brightness on the default wallpaper. Although battery concerns may arise, thanks to the A16 Bionic chip, which reduces power consumption by 20% compared to the previous generation, the battery drain was not noticeably fast.

iPhone 14 Pro Max regular and AOD screens. The background remains unchanged with only the brightness relatively lowered.

48MP Camera, Reduces Shake and Specializes in Night Photography

We also tested the 48-megapixel ultra-high-definition camera, which is the first to be installed on an iPhone. Visually, the rear camera protrudes more noticeably, a phenomenon known as 'camera bump,' which is somewhat disappointing. The actual camera size has increased by 45% compared to the previous model. Using quad-pixel technology, four pixels are combined into one, fundamentally increasing the amount of information. The camera supports 2x telephoto zoom, an improvement over the previous 3x zoom-only support. The low-light shooting capability, which was lacking compared to the Galaxy series in night or dark indoor environments, was noticeably improved. We also tried the Action mode and Cinematic mode, which were highlighted in the recent iPhone 14 series advertisement featuring idol group NewJeans by SK Telecom. Even when following intense movements, the footage was stable with minimal shake.

However, the crash detection feature, which attracted significant attention, only works in limited situations such as car accidents, making it difficult to experience firsthand. According to The Wall Street Journal (WSJ), Sarah White, a dentist in her 30s from the U.S., was riding a roller coaster at Kings Island amusement park with an iPhone 14 Pro when she received a 911 emergency call. Typically, the iPhone asks the user within 10 seconds whether it is a real emergency, and if there is no response, it automatically contacts 911 (equivalent to 119 in Korea). Apple developed this feature based on tests using 'passenger cars,' so it may not activate when using public transportation such as buses or subways.

A photo of the exterior of the Shilla Hotel in Jangchung-dong, Seoul, taken with an iPhone 14 Pro Max. Shots were taken at 1x zoom, 2x zoom, and 3x zoom in low-light conditions.

'No Innovation' but Apple's Unique 'Emotion' Maximized

The overall evaluation of the iPhone 14 Pro Max is the 'maximization of emotion.' Using the Dynamic Island, the biggest strength of the iPhone 14 Pro Max, gave a strong impression that Apple’s emotional appeal has been maximized. Although there are not many apps available yet, future collaboration efforts with app developers will be crucial. The price, which is higher than the previous generation, raises concerns. While Apple’s U.S. retail price remains the same as the previous model, due to exchange rate effects caused by the Russia-Ukraine war, U.S. interest rate hikes, and the global economic downturn, the domestic price of the iPhone 14 Pro Max starts at 1.75 million KRW, with the 1TB model reaching 2.5 million KRW. Online communities have also evaluated that it is 'not worth considering a smartphone upgrade' compared to the same models of the iPhone 12 and 13 series.

Despite the high price barrier, Apple’s emotional appeal is said to have won the market. Apple’s Q4 revenue this year is expected to reach a record level of $90 billion (approximately 128 trillion KRW). According to AppleInsider, global investment bank JP Morgan forecasted Apple’s Q4 revenue at $90 billion, higher than the market consensus of $88.6 billion. Apple’s revenue in the same period last year was $83.4 billion, an increase of about 8%. JP Morgan estimated that quarterly smartphone shipments would reach 55 million units, driven by the popularity of the new model. Delivery times by region worldwide also reached about 40 days, indicating that the iPhone 14 Pro Max is the most popular compared to the iPhone 14 standard model (2 days) and iPhone 14 Pro (33 days).