The latest iPhone launch shows that Apple has lost its mojo

Today is the day that Apple launch two new phones, yet would you know it? In previous years, the launch of the new iPhone was a huge event, it garnered conversation for weeks. However, this time something is different. There's no public fanfare. There's no mystery. No, the once 'masters of the launch' have seemingly lost their mojo.

Why is this? Surely it can't have all been Steve Jobs? Well, his bullish attitude, and absolute refusal to accept lower than perfect certainly are being missed, but that's not necessarily what's changed.

     Before the iPhone 5 was launched, Apple still could vociferously argue that the iPhone was the best phone out there - or was at least going to be. True, it had taken a big knock from the Galaxy SIII, but the fanboys were still in good voice, and the hope of a revolutionary iPhone 5 kept this spirit alive. What happened? Well, it was a huge disappointment. Speed upgrades, and very minor cosmetic differences just didn't cut it - not for the 'innovative' Apple. Since then, we've had a year of stewing dissatisfaction with the iPhone, and Android have gripped hold of the market with flagship models like the Samsung Galaxy S4, the HTC One and the Sony XPERIA - the worst thing for Apple is that most consumers aren't looking back.

So what about now? We have the next iPhone! Wow wow wow! Not quite. Many details have been leaked, and they disappointing once again. Guess what - the 5S will be a touch quicker, ever so slightly thinner and have some colour (maybe even gold..). I know, mindblowing, right...? 

(Leaked iPhone 5S box - shows new home button)

The biggest rumoured innovation is the fingerprint scanner. (Reminder - Apple used to poke fun at Samsung for novelty extras). Lets not forget the iPhone 5C, the 'iPhone Cheap', which is simply a desperate attempt to retain market share. This will no-doubt sell well, but will it fend off the critics? Highly unlikely. Not only that, Apple's 'premium' feel, almost exclusive aura, is about to be shattered, and that's perhaps Apple's biggest USP. It's a dangerous route to take.

It's quite staggering how little they've learnt. Consumers want Apple to succeed; they like the iPhone. Apple, however, are strangling themselves. They're not allowing consumers to fall back in love with the iPhone because they're too stubborn to change, or perhaps have just run out of ideas. A radical design change (as I said this time last year) would at least show some willingness to try and fight for the fanboys, but as it stands, they're just stuck in the past thinking that the iSheep will just carry on bleating and continue buying.

Times have changed, and it appears Apple haven't.

Tim Cook's desperate plea to investors: "Apple can still innovate"

Apple CEO Tim Cook exclaimed yesterday that Apple have 'a lot' of surprises up their sleeve and staunchly defended Apple's innovative image.

Cook said: 

“Many people now say that innovation means a new category. Yes, we’re still a company that innovates. We have some incredible plans that we’ve been working on for a while.” 

Tim Cook also attacked Google Glass for not having "mass appeal" but he's largely missing the point. Firstly, Google Glass has garnered mass public interest. Secondly, Google has innovated. However much Tim Cook hates to admit it, they have provided the world with something new, something different. 

To me, the statement reeked of desperation and seemed a quick-fire way to claw back the interest of investors. It also came from a man who is clearly struggling under the pressure. Apple's dramatic fall in share-price has certainly not gone unnoticed. Add to this the looming court case in the US about tax affairs and Samsung's record sales of the S4: it's been a tough few months for Apple. I stated after the launch of the iPhone 5 that Apple needed to make a statement and failed to do so then, and it's difficult to imagine the 5S will be much of a statement either. So that brings us to the iPhone 6 which is reported to be launched in September. The concern for Apple fans should be that Apple will, once again, launch a tuned-up version of all their products come September. These products, whilst good quality, do not capture the same excitement as they used to. Dare I say it, they are becoming boring.

Apple, it's over to you to put your innovation where your mouth is. Seriously - time is running out.

The Battle of the Android Flagships: HTC One vs Samsung Galaxy S4 vs Sony Xperia Z

For arguably the first time, there are 3 Android devices that could be considered better than the iPhone and as the best on the market: The HTC One, the Sony Xperia Z and the recently released Samsung Galaxy S4. So, which is the best?

The easiest place to start is with the key stats, so let's have a look:

Now, let's be clear, there is very little discernible difference in quality between these three phones. They all offer some neat features that will suit varying tastes but overall they all represent the Android platform very well and stack up comfortably as 3 of the best handsets on the market. What I'm saying is - you'll be happy with any of them. But then again, where's the fun in sitting on the fence? Picking apart the statistics: The Samsung Galaxy S4 is by far the most powerful with a sensational octo-core chip (yes, EIGHT! Who knew we were past the quad-core already!?) but it's a tad unnecessary. Both the One and the Xperia will perform at very swift speeds. On paper the S4 also possesses the best battery, however, there have been numerous reports of excellent performance from the Xperia Z with Sony's new 'stamina mode'. There is little difference in weight, no difference in RAM and they all boast full HD screens, 4G LTE, NFC and Bluetooth 4.0. The HTC One joins the S4 with Gorilla Glass 3 whereas Sony have developed their own 'shatter-proof glass'. Resistance tests are yet to be conducted on the Xperia Z's shatter-proof screen but you would hope it would be in-keeping with the 'durable' USP that Sony have chosen.

Given that they are similar under the hood then we come down to aesthetics, features and gimmicks.

Aesthetically, the HTC One is the clear winner. It's a beautiful phone. Clean edges which are complemented with the aluminum casing. The Xperia Z comes in second and not because of faults in design (it's also a lovely looking phone) but more because of the HTC One's excellence. I've already made my feelings clear on the design of the S4 - it's an S3 replica but slightly bigger. Out of the three, the S4 doesn't ooze quality like the other two and this is largely because of the plastic casing. This is a personal thing, and I'm not saying the S4 is an ugly phone, it's simply not as pretty as the HTC One or the Xperia Z. Check them out below:

Lets have a look at a few other areas that could be winners in the eyes of the consumer:

Camera
This is an intriguing one. HTC have really stuck their neck out by developing their very own 'Ultrapixels' to compete with the 13MP powerhouses. Whilst others continue to strive for higher and higher pixel numbers, HTC have proven that 4MP (when developed correctly), is plenty. However, I have my doubts over whether this will work in the cut-throat eyes of the consumer who may not read the endless reviews of the HTC One's performance and plump for the highest numbers. HTC have developed a camera that is certainly competitive but is it a game-changing feature? Probably not. The Xperia Z and the S4 both hit high standards in the camera category and in truth, any of these would be a good selection. Samsung have added some interesting (if perhaps a little pointless) features such as Drama Shot, Eraser, Cinema Photo and Sound Shot which you can find more about in my S4 review but again, these should not deter you from selecting the other two.

Music
Sound-wise, HTC have taken the spoils (not by a short distance either). As someone who uses an HTC One X as a portable sound-system, I appreciate the Beats Audio inclusion and it certainly enhances my listening experience. If you enjoy listening to music/watching films on your phone - the HTC One will do the job brilliantly well. Where the Xperia Z has good internal sound, the 'loud'speaker is particularly woeful and Samsung does a similarly solid job with the music - but does include the 'Group Play' which allows up to 8 S4's to connect as one 'surround-sound speaker'.

StorageThe HTC One has stuck with HTC's recent love for a non-removable battery and non-expandable memory via memory card. This is a major pet hate of mine and it's a real shame. The Xperia Z has unfortunately followed suit with the battery but at least Sony have kept the removable SD card. The S4 has included both of these and kudos to Samsung for doing so.

Other
The game of gimmicks has been dominated by Samsung as can be seen in my original review. They've brought in smart pause, smart scroll, smart stay; it's smart-bloody-everything with Samsung right now. The attractiveness of these features will vary greatly on the end-user. I see them as a bit gimmicky and pointless, but I like Samsung's desire to demonstrate and test new technology to perhaps find another niche.
      Sony's main USP is its durability. It is dust resistant and water resistant for 30 minutes and up to 1m deep. This is a massive claim for a flagship phone and Sony have certain put their 'money where their mouth is' with marketing.
     HTC and Samsung have included pretty neat TV controller adaptations on the phones, which allow you to control your TV and also check out the TV listings. Again, these are nice additions but not game changing features.

Price
With the fight being this close, the price may just swing it. The Sony Xperia Z's longer market exposure has allowed prices to slowly fall, and with the release of the HTC One and the Samsung Galaxy S4, these prices are continuing to drop. On a 24 month O2 contract, with unlimited minutes, unlimited texts and 1 GB internet the Xperia Z comes out at £27 per month (with a £30 cost for the phone); about £10 cheaper per month than the HTC One (£37). The S4 contract prices haven't been released yet but it is likely to be in the same bracket as the HTC One. Looking at what is on offer, would you be willing to pay over £200 more for the HTC One or the S4? That's up to you!

Conclusion
To conclude - you will be happy with any of these phones and that's what makes it such a hard decision. They are all powerful devices, each running adapted - yet effective - O/Ss and with some great features to boot. Simply put - they demonstrate everything you want from a handset. However, they do excel in certain areas and perhaps that will turn your head. What would I choose? Probably the HTC One, followed closely by the Xperia Z and not far behind - the Galaxy S4. This is partly because of my affection for HTC, and partly because of the beauty of the phone - but hey, what do I know!

What do you think? Which do you prefer? Hopefully I've helped you ever so slightly if you are trying to make a decision; if not, just enjoy watching the 3 fight it out to becoming the ultimate Android flagship.

Watch the Samsung S4 launch live here

Samsung are streaming their launch event from Times Square. All kicks off at 7pm EST (11pm GMT). If it's all a bit late for you (or you're happy catching up after the waffle) then I'll be posting an overview soon. If you fancy staying up and seeing what Samsung have got to offer though - check it out below:

HTC One: Raising the bar?

So, many of the rumours were true. HTC announced the new HTC One, and blimey, isn't it a gorgeous phone.

The outer shell is in keeping with HTCs recent 'unibody' addiction, but it is the first HTC made solely from anodised aluminium with the screen being made of Gorilla Glass 2. Too early to speculate on how tough it is but I'm sure some ridiculous tests will be blogged about soon!

Spec-wise, it was as expected. A 1.7GHz, quad-core processor with 2GB RAM to support. The screen is a stunning, bright full HD 4.7" beauty which received a lot of acclaim from the crowd in London. This screen offers an incredible pixel density of 468 ppi. Compared with the iPhone 5 and Samsung Galaxy S III which have pixel density of 326ppi and 306ppi respectively, this is quite incredible.

Now, what we didn't know!

Ultrapixel Camera
HTC have moved the bar on from megapixels to HTC's own 'ultrapixels'. HTC have put a lot of effort into creating a better camera and focusing less on the number of megapixels they can boast. Whilst a sensible decision, it will be interesting to see how this is relayed to consumers and how it impacts marketing of the HTC One. A concerted effort has been put into allowing more light into those photos that require it. HTC say that the camera allows for 300 times more light than its competitors - and this certainly seemed the case in practice. HTC have also followed the Nokia Lumia 920 by including image stabilisation to the rear camera, they've bettered this though by including image stabilisation on the 2mp front-facing camera as well.

HTC Sense 5.0 - what's new?

HTC have revolutionised the often criticised HTC Sense with the 5.0 included on the HTC One. The key part of this is BlinkFeed which I've described below, but if you're a fan of the traditional HTC layout that can be used as well.

BlinkFeed 

Sitting on your homescreens is 'BlinkFeed', which looks similar to Windows OS live tiles, except it delivers a constant stream of customised information to you. This information is collected from all your social networks, but also from news channels and other sources of interest.

Inbuilt IR receiver

Not only that, but the technology, powered by Peel also doubles as a TV Guide. If not spectacular, this is something we've not seen in a phone before and is a clever addition from HTC.

'Boomsound' - yes, cheesy name but give it a chance. 

HTC have gone all-out to impress with the HTC One's speaker system. 'Boomsound' as it has unfortunately been named consists of dual frontal stereo speakers which also have built-in amplifiers and Beats Audio. It's difficult to understand how good these are without it in your hands but this clip should help:

[Link via PocketableTech]

HTC Zoe
HTC have taken a step further than competitors by announcing HTC Zoe - a 'live gallery'. This gallery takes photos and videos and remixes them into a montaged story that can be edited and shared on social networks. Images can also be thrown together into 3-second .gif like clips. Here's a good demo from an HTC rep (there's not need to watch all of it, just a taste):

How will the HTC One get on? Time will tell. Critically, it is a really exciting piece of kit. Some nice extras without bringing too much 'new' to the market but a top, top-quality phone that HTC have every right to shout about. Will it be enough to challenge the powerhouse that is Samsung, and their upcoming S IV, probably not. Not because the phone is likely to be poorer, simply that Samsung is a marketing powerhouse and have the success of the SII and SIII to fall back on. I don't think this should be regarded as a massive concern to HTC at the moment though. They are competing with Motorola, Sony and LG - the HTC One certainly competes well amongst within that crowd.

HTC have been bold with the product, they need to be bold with the marketing.

All you need to know about BlackBerry 10

So the worlds worst kept secret is to be unveiled soon as the - you guessed it - BlackBerry 10.

After a few years in freefall, RIM are hoping that the move from 'traditional' BlackBerry - i.e removal of the QUERTY keyboard and roll-ball - will change the fortunes of the company. The BlackBerry Z10 is certainly a good effort at doing so. The phone is simply beautiful and follows as similar look to the Sony Xperia series. If you are a fan of old-school BlackBerry however, don't worry - you haven't been forgotten about. RIM will be releasing a traditional phone (the BlackBerry Q10) soon after the launch that will also run BlackBerry 10 on a smaller screen.

Features and Spec

A few of notable features (BlackBerry Z10):

BlackBerry 'Hub' - where EVERYTHING feeds in to. Be it email, texts or social media - they'll all be here. Simple, but problematic in my view as I like to keep everything separate.

Active tiles - RIM have devised an equivalent to Windows Live Tiles and Android widgets with an intriguing combination of the two. 4 tiles can fit on each screen and these are flicked between easily. They give you a snapshot of the app at that moment.

Peek mode - Another nice feature which allows a peak at your home screen without unlocking your device. It is like running your finger over steamed glass which returns to translucent when your finger leaves that area.

Work and personal - RIM have put two modes on the 10 and have gone further than Android's 'scenes'. 'Work' mode can be accessed, controlled etc by the office if you want - however - when you switch to 'personal' your information is encrypted so the office cannot see what you''re doing. Clever eh!

Time shift camera - RIM have made a lot of noise over the camera on the Z10 particularly. With an 8MP rear camera, 2MP front camera it is competitive but not spectacular, however, they've got a trick up their sleeves. The 'time shift' feature allows the photographer to rewind areas of the photo to correct a smile, or open someones eyes etc. This is a really great addition.

The overall spec matches up well against the competition. The 4.2" screen is a good size in today's market. There is plenty of power behind it with 2GB memory and a 1.5 GHz dual-core processor. All this fits in nicely with 16GB of storage.

The problem

The problem for RIM is that the company has fallen too far behind, and their image has been tarnished badly. The people who still buy BlackBerry do it because it is cheap. With the BlackBerry Z10 SIM-free price being leaked at £479, it is cheaper than the iPhone 5 (then again, what isn't!!), but more importantly it is more expensive than the Samsung Galaxy SIII. Given the option, will consumers stick with the cheaper, highly-regarded Android flagship phone, or experiment with a new BlackBerry? I think the former.
      Apple and Android have moved so far ahead, it is impossible to see the BlackBerry 10 dragging RIM back into contention - despite the product actually being quite impressive. RIM will be looking to follow a similar recovery line to Nokia but the path is even more treacherous. Nokia have the might of Microsoft with them, plus a far larger share of the market which gives them a bit of staying power. The question lingering over RIM is can they last that long? I doubt it.

As regular readers will know, I like an underdog - especially when the product is a high-quality product. I do like the BlackBerry 10 - it has some innovative and interesting features, but, I can only liken it to flogging a dead horse - even if the horse is good quality meat...

Thanks for reading, all debate is welcomed. Will you consider buying with BlackBerry 10? Give me a follow in the top right if you want!

Google's incredible new Nexus range

Much of the tech world waited in anticipation for Google's launch event on Monday only for it to be postponed because of Hurricane Sandy. We weren't left hanging though. Google gave us plenty to talk about by announcing the new Nexus range. And even the most optimistic Android fans were rendered speechless by what was announced.

Okay, our expectations were high but, in short, Google announced a series of the best spec models available, for an outrageously reasonable price. I mean, beyond anything we could have imagined.

Let's start with the Nexus 4 Phone - by far the most exciting announcement on Monday.
This phone packs a quad-core processor, 8 megapixel camera, 2GB RAM and a 4.7" high-res screen with Gorilla Glass. That's not all either; the Nexus also has NFC capability alongside wireless charging and HDMI output. All this for £239 (8GB version) or £279 (16GB version) - less than half the cost of the now inferior Samsung Galaxy S3 and iPhone 5. Seriously, I'm not joking about those prices!
Sold? You should be.

It's not all amazing though, Google have missed off LTE (4G for us in the UK) on the Nexus 4. A shame considering everything else is brilliant but that it wont matter too much. I'm also not a huge fan of Android devices following the Apple-route of not offering expandable memory. This is the situation with the Nexus 4 and whilst the memory won't be a problem at 8GB or 16GB, I like having the option. Let's be honest, for the cost of the Nexus 4 we can have few complaints over what are absolutely minor faults.
       Il be the first to admit I was slightly disappointed to see LG given the Nexus phone but every LG weakness will be covered for by Google on the Nexus Phone. LG make superb hardware and that is what they are being used for here. What's not to like?

So what else did Google announce? Well they've released the 32GB version of the Nexus 7. Okay - not particularly exciting but again the excitement comes through the subsequent pricing. Google have hit bang on the pricing note with the Nexus 7. A few days after Apple announced the iPad Mini at a premium price, Google drops the price of the superior Nexus 7 (16GB) to £159 - £110 less. All of this right before Christmas. In my eyes it's gone from being a contest to Game-Set-Match to Google in the 7" tablet sector. Why would you buy an inferior product for closing in on double the price? Okay, it's not that simple. I'm not including convenience of staying with iOS for example, but the pricing will really make consumers take a step back and consider whether it's worth £110 for convenience, especially on the 7" tablet.
      The Nexus 7 32GB version is £40 more - and if you want one compatible with mobile internet it will cost you £40 more. That is still only £239! An absolute dream. Complete bargain.

I guess the weakest launch in the new Nexus range is the Nexus 10 tablet. Now let me clarify, this is not weak because the Nexus 10 is a poor product, far from it. This is a spec-packed piece of kit but my disappointment is that it's been priced at the same as the iPad. When they've priced the Nexus phone SO competitively, why not do the same with the tablet where, let's face it, Android is still struggling. Anyway, consumers should still be wowed by what is on offer: Dual-core Exynos 5 chip supported by 2GB RAM. In addition the Nexus 10 has an extremely high-res screen with Gorilla Glass alongside NFC, both-facing cameras and a 9hr battery life.

Now its over to Google to market the Nexus range effectively. Up til now the Nexus phone in particular has been the toy for the more tech-minded. Google needs to convince the mass-population to join in. Given what is on offer and the price listed; this should not be difficult. I'll be sitting on my hands for a little while to stop me from buying the set!!

Comments and thoughts welcome. Will you be buying? Which item are you most impressed with? Have I been too positive about it all? 

If you like what you read I would love a follow!

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Nokia and Samsung poking at Apple: Is it pointless?

Recently Nokia released a video mocking Apple fanboys:

I like this video; I think its creative and pretty good but it got me thinking: Is this anything more than a bit of fun? And, does it do the brand any good?
     Samsung are the trailblazers in this field. Their mocking videos are becoming somewhat a tradition around the release of each iPhone. Here are the 2 they've released so far:

The Galaxy SII (wonderful phone) mocking

And "It doesn't take a genius" (the better of the two in my opinion - more witty)

The videos all target the queues and the lack of change from one iPhone to the next which are easy target points but do consumers look at this and think favourably upon the company producing them? More importantly, do consumers think 'oh, that's true, maybe I'll buy a Samsung Galaxy SIII or a Nokia Lumia'? I just don't think so.
     Personally, I enjoy these videos. I find them funny, sometimes lacking in class and not as witty as I'd prefer. But my feeling is that these videos simply highlight the superiority of Apple as a brand. Ouch, that hurt to say... but its true. How often to winners find it necessary to poke fun at those behind? Companies like Nokia are not really in a position to poke fun at the hugely successful Apple ecosystem.

Whilst I agree with the videos, and chuckle whilst watching them I'm not convinced on their use as a marketing tool. Then again, perhaps I'm just missing the point all together.

As always, I'd love to here your thoughts!

The Perils of Forcing Mobile Market Saturation

It's been a while since my last blog so apologies for that! I have little excuse but a short holiday as distraction.

With the release of the iPhone 5, the Android vs Apple debate has intensified with both parties feeling more superiority than ever. It made me think of the perceptions of different company's and the impact of an attempted market saturation on this perception.
      Apple famously release a single phone every 18 or so months and this makes its sales success even more impressive. Their 'one size fits all' models have captured an audience and got it hooked. Considering the competition, it really is an incredible feat. Regular readers will know that I'm not the biggest fan of the Apple ecosystem and its 'no way out' virtuous loop but you have to admire their success in the execution of that model. HTC initially followed this model with the the flagship HTC Hero. This has limited, and steady success but they wanted market share so they embarked on an old-school Nokia process of attempted market saturation bringing out the Desire, Desire HD, Desire S, Desire Z, Wildfire etc etc inside not much more than 18 months. Does this cheapen a brand in the eyes of the consumer, does it confuse the consumer or does it give the perception of power for a brand? Could the iPhone be successful because it is the simple option?

So has this attempted market saturation affected the perception of the likes of HTC and Samsung? Do people look at both company's and too readily remember the perhaps negative experiences of their friends who used each company's budget models and automatically dismiss the higher-end models on that basis? Perhaps that was poorly worded but I hope you see what I'm getting at. I've heard friends turn their noses up at the HTC One Series because of a friend who had the Wildfire and didn't like it. They then compare the Wildfire with the iPhone being completely oblivious to the sizeable difference in price.

I guess there is a big difference between HTC and Samsung. Samsung is a reputable and long-established, wide-ranging electronics company, HTC do not have that luxury as they joined the smartphone race as a young company. Their meteoric rise and fall in stock has been well publicised and that greed of shareholders could well be behind HTC's eagerness to grow at a rapid rate instead of focus solely on a good reputation. For many the first impression of HTC would have been the budget models and that affects long-term image. However, the counter is that HTC would not be in the public eye. Is the cost of image repair less than the cost of public awareness? And is that completely outweighed by impatience?

I would love to hear views on your perceptions of these brands and if you view either brand negatively because of their budget models after market saturation attempts?

The iPhone 5: Where has Apple's 'famous' innovation gone?

Apple, rightly or wrongly, is famed for being a wonderful innovator; a company that is at the forefront of technological advancement. I can't help feel like that innovation seems to have deserted them recently, with the launch of the highly-anticipated iPhone 5 being testament to this.

The recent big announcement in short has produced an almost identical iPhone (yes its a bit bigger, thinner etc), some more iPod touches which are again far from revolutionary, and some new iPod Nanos which have circular icons instead of square (and that's pretty much it...). In fact arguably the most revolutionary announcement was the headphones, which have been changed and do look good, and apparently sound good. It all echoes the release of the iPhone 4S, and the 'New iPad' with many consumers responding with a resounding "Is that it?".

Features-wise the iPhone 5 is 4G capable yet without a hardware change O2 and Vodaphone users won't be able to access 4G speeds. The new camera now includes panoramic mode (which has been available on most Android handsets for about 2 years) and an option to capture photos during video (just blatantly ripping off HTC). Now, I don't want to turn this into an Apple-bashing but Apple immediately attacks other companies (mainly Android) for 'stealing' Apple features and too often gets away with doing the reverse. Thinner, lighter blah blah blah. It's simply another tweaked upgrade to squeeze money from the consumer. This is highlighted by the new accessories. So to charge the new iPhone you need this new 'Lightening adapter'. Great, it looks nice, but it'll cost a bomb. Just unnecessary. The prices STARTING at $649 (!!) for the 16GB version and ending up at a ridiculous $849 for the 64GB edition. (Yes, that is $200 more for 48GB storage... Go figure...).

(Spot the difference)

Now before you start saying "oh you just hate Apple" - I'm the first to admit I'm not the biggest fan of Apple but I would've liked to see Apple do what they did in 2007 and revolutionise the Smartphone market but they just haven't in this case. Success for any tech company forces other to up their game and continues technological advancement.
Is it time for Apple to acknowledge that they are now playing catch-up to Android devices? If not, then they will be doing in the very near future. Many may deny this, and they will probably come up with a convincing argument but it has reached the stage where the line "because it's Apple" does not cut the mustard. After all the criticism of Microsoft and Nokia becoming complacent in the tech world; have Apple done the same? I wrote previously about the importance of the iPhone 5 to Apple and it appears that they've fallen into the trap I was concerned they would do. Apple are better than this, just as Microsoft and Nokia were back in 2000. As Adam Leach, analyst for Ovum, correctly summarises -

“Without the continued innovation which we are accustomed to with Apple, the company risks losing consumer appeal. The iPhone re-defined the Smartphone category in 2007 but it cannot reply on past success to guarantee its future or rely on litigation to keep its competitors at bay.”

I would almost go as far as saying that Apple is cheating consumers into splashing even more money on a product, and indeed series of products, that are far from revolutionary. With that in mind, In my opinion, you would be far better off going for an iPhone 4S or even an iPhone 4 which have now been massively reduced in price. Get something for free/a small amount instead of spending £520+ on what is effectively the same product (just bigger, thinner blah blah blah...)

I would love to hear your thoughts on this topic in particular. Debating this topic with people is always fun and I certainly have my view and am open to hearing the thoughts of others.

The Importance of the iPhone 5

The iPhone 5 will be one of the biggest, and most important announcements in the future of Apple.

Okay, perhaps slightly melodramatic. Or is it?

The iPhone 5 will spell rejuvenation or regression for Apple, especially in the mass market. With so much competition, especially from Android considering recent statistics, Apple need to get it right. If they don't then expect the 'Apple 18 months' showing a continuing drop in market share and rise in Android stock.

With consumers already stopping to consider Android devices over the iPhone 4S for example, Apple need to produce something to redirect that thought process. However much Apple fanboys will say otherwise, more and more Android devices are superior in hardware, and arguably design to the iPhone 4S. The Galaxy SIII, the HTC One X (and arguably the One S and the Galaxy Note) are examples of this. If the iPhone 5 doesn't address these inferior aspects (the screen size being the key one) then those that love the iOS ecosystem will start to begrudge the hassle of staying within an ecosystem with poorer hardware.
   
For me, Apple need to show that they can do more. We know that they can regenerate the same model, slightly slimmer, better quality screen etc but can they offer something different? Can they provide a bigger screen for example? Apple's 'if it ain't broke don't fix it' has been fine until now, and it certainly isn't going to spell disaster without a change, but Apple need to be more creative and ambitious because consumers don't only get bored but they need an incentive to upgrade. For the last few years, each new generation of iPhone and arguably the iPad offers fewer and less significant improvements over the prior generation, and, thus, gives consumers less reason to upgrade. Apple  cannot afford another 'iPhone 4S opening' where consumers gave off the overwhelming scent of 'is that it?'.

What does it sound like they're doing?

In true Apple fashion any iPhone 5 details are extremely tightly locked away. This results in an ongoing rumour-mill citing anything from transparent phones to the almost identical to the iPhone 4 and 4S. Most rumours and leaked images seem to suggest that the design will stay more or less the same. Some rumours and leaked images are showing a larger phone which would indicate a screen around the reported 4".



This would be an increase of about 0.5" over the 4 and 4S. In my opinion this is a step on the right direction but I can't help but feel that something along the lines of 4.2-4.3" would be more appealing. The beauty of the larger-screened phones running Android has won over consumers who are spending increasing amounts of time on Smartphones and attempt to appreciate a multitude of functions. For most of these a bigger screen is simply better.

However, if the below image dictates where Apple are headed then I think they are in trouble. Most importantly, the aesthetic differences between the 4, 4S and this are, let's be honest, non-existant.

                                                 

Let's be clear, regardless of what is announced, millions of iPhone 5s will be shipped come September. There will be the same people sleeping out for days in anticipation of the release. Apple will, as usual, do a brilliant marketing job and hype up the event. BUT if they have misjudged this, then the after the hype has died down we could be seeing real disillusion surrounding iOS, and Apple. The adverts (if unchanged) will begin to grain on consumers and the famous 'Apple innovation' will be placed under serious scrutiny.

But hey, what do we know, this is just musing! I'm going to sit back and enjoying watching it unfold. Over to you Apple.


P.S -I'm speaking through the eyes of someone who doesn't do Apple but I've tried to be impartial here...maybe I've failed.... In all honesty I would like the iPhone 5 to add significantly to how smartphones are viewed because all manufacturer competition is good for the consumer.
Either way, I'd love to know your thoughts.....