Apple yesterday announced the launch of their latest smartphone device, the iPhone 4S. After the months of rumours and anticipation for the iPhone 5, it’s fair to say that everyone was rather disappointed.
The iPhone 4S looks just like the iPhone 4 on the outside but with improvements on the inside. It has to be remembered that Apple has a track record of releasing products in a similar fashion in the past. After the iPhone 3G, the 3GS was released, which similarly evolved around changes to the inside of the phone. Similar behaviours can be seen in Apple’s updates to their laptops and tablet computers. Earlier on this year, the launch of iPad 2 met a similar air of disenchantment, nevertheless it ‘s how Apple operates strategically by releasing tidy regular updates before a major overhaul of the product to burst it back into life.
While many feel letdown that it was an iPhone 4S released and not an iPhone 5, it does not mean that we should necessarily write the product off. Not at all, the 4S in fact has a swifter processor, an improved camera, more built-in storage and faster cellular data networking that works in a greater number of places with now both CDMA and GSM hardware built-in.
In addition the iPhone 4S-specific Siri voice recognition has added much needed spice to the launch of the iPhone 4S. It is the feature that will set tongues wagging with the ability to accurately interpret instructions and turn them into actions. Apple for now has surpassed Google with its Siri voice recognition software, taking it to the next level. The iPhone 4S seems an ideal replacement for those with 3GS models looking for an update, but not so much for those who have an iPhone 4.
Apple has been losing considerable smartphone market share over the past year. The problem is that the rest of its smartphone competitors appear to be moving at a faster rate, reaping the benefits of offering frequent new models that are running on operating systems made by other companies. Whereas Apple has to wait for an OS update before it can make any major changes to their products.
Apple’s goal is to essentially gain a greater share in not only the smartphone market but the handset market as a whole. Apple CEO Tim Cook pointed towards this at the iPhone 4S unveiling yesterday:
"Despite all of this success and all of this momentum, the iPhone has a 5 percent share of the worldwide market of handsets. I could have shown you a much larger number if I just showed you smartphones, but that's not how we look at it," Cook said. "We look at the entire market of handsets because we believe that over time, all handsets become smartphones. This market is 1.5 billion units annually. It's an enormous opportunity for Apple."
Apple’s plan of attack appears to be in full swing. In addition to the 4S, Apple will continue selling the iPhone 4 and 3GS. The firm has always been renowned for continuing to offer their previous year’s handset, but the 3GS will also be available free of charge. This is the first time that the company will be offering a device with no charge up front on a carrier contract.
Apple has been suffering a decline in iPod sales over the past few years, selling 20% fewer in its third quarter than in the same period last year. Although Apple effectively dominates the MP3 market, the prominent rise of the smartphone market has led to the iPod nearing the end of its life cycle. The move to make the 3GS free of charge could potentially eat up iPod sales, but in context it appears that CEO Tim Cook has picked the right time in order to reach a wider audience.
Many took to the web to express their feelings on the iPhone 4S. Overall there appeared a mixed reaction, but there was an underlying sense of disapproval that it was not an iPhone 5, which begs the question is the iPhone 4S a letdown?...No, not in the slightest, the reason why is that people will still be queuing up around the block for it and without doubt it will go onto outsell last year’s model!
