No other company has managed to capture the imagination of consumers in the way that Apple has, not just in the smartphone market but as a retailer in general – other brands would kill for the loyalty and genuine excitement that Apple’s customers have for its products and services.
With the iPhone, Apple changed the way people interacted with a mobile phone, introducing a dedicated touchscreen, apps that would launch with a press of their icon; suddenly handsets were no longer just devices that made calls and could play the odd game of Snake.
After launching as the iPhone, Apple’s smartphone device has gone through numerous iterations, the most recent being the iPhone 4. The iPhone 4 sports Apple’s own A4 ARM-based processor, includes the company’s 960×640 pixel “Retina Display” technology (which is marketed by Apple as being able to display more detail than the human retina can percieve), as well as the company’s latest iOS software which is optimised to run on Apple’s latest handset. It continues to be one of the most popular handsets across the world, despite challenges from a wave of Android-powered devices trying to lure away iPhone purists.
Each year Apple refreshes its smartphone lineup, introducing new hardware and software features to tempt featurephone owners but consumers that have already bought into the Apple ethos. Every year since 2007, Apple has released a new handset in the summer; this year the company looks set to buck that trend and push back the release date of its new iPhone, with early reports suggesting a November release is likely.
This paves the way for the Cupertino-based company to unveil the very latest features for its iOS platform at its WWDC event in June, showcasing what it believes will again set it apart from its rivals. A simple Google search will demonstrate the considerable demand to identify such features before they are officially unveiled, leading to intense speculation and educated guesswork.