2023 Apple iPhone: A Game-Changer in the Making

According to Bloomberg's Mark Gurman in his latest Power On newsletter, a new Apple Store system is in the works. This is a subtle but significant change.

When a new iPhone launches, it usually comes with the latest software installed. So, the iPhone 15 series arrived with iOS 17.

That's great, but what happens if Apple discovers a bug or needs to make changes? That's exactly what happened a few weeks ago when iOS 17.0.1 was released alongside the release of the iPhone. Those iPhones, of course, had been updated to iOS 17 before being placed in boxes. Customers must update the software before they can use the new iPhone, which sometimes causes problems.

 So how can Apple fix this problem or ensure that every iPhone sold comes with the latest software? Well, it's Apple, it seems like they don't do anything half-heartedly.

 According to Gurman, Apple is working on a system that will allow downloading the latest software to iPhones in its stores without opening the package!

 If that sounds impressive, that's because it is. As impressive as it sounds, that's because it is. Apple appears to be developing a system for Apple Stores that would allow them to update software before distributing it to customers. Here's how it works.

  “The company has developed a proprietary rack-like device that stores can place iPhone cases on,” Gurman said. That is pretty amazing, and I have never heard of any company even considering, let alone implementing, something like this.

"This system can then it. turn on the iPhone wirelessly, update the software, and then power it down—all without the phone's packaging ever being opened," Gurman continues. This sounds incredible: turning on an iPhone without even touching it. Under controlled circumstances, of course.

In other words, when this system is up and running, you can be sure that if you buy your iPhone directly from an Apple Store, the latest software will be pre-installed and the sticker will still be intact.

 Ultimately, Gurman said that “the company hopes to begin rolling  out the system in its stores before the end of the year.” This means that in just a few months before the end of 2023, buying an iPhone directly from an Apple Store will ensure that you have the latest iOS software installed. Thanks to that, configuration and installation go as smoothly as possible.