Innovative iPhone 7 could cost Apple dearly


-Marco Peek

The cell phone industry, a rich and competitive market where numerous devices are being released daily. Many want to capitalise on the extreme profits made by these tech giants in their pursuit of ultimate power.

Apple Inc. has been in the market since 2007 and has always been at the cutting edge of what your smartphone can do.

However, recently the tech giant has hit a few bogeys. The iPhone 6S did not really differ from its predecessor the iPhone 6/ iPhone 6 Plus. We can compare the “technology race” to an actual race. Apple was the athlete people thought might come out victorious. They paved the way for greatness with the iPhone 6, but after slacking off (iPhone 6S) they found themselves in a bit of a worry. Not only did they not respond to Huawei and Samsung (who both brought out new models this past summer/ autumn), or the push out of the Asian markets, but they waited too long.

And now Apple’s future in the business looks grim. They needed a trump card, but would this be in the form of the latest instalment to the iPhone family, the brand-new iPhone 7?

The iPhone 7 (138,9mm × 67,1 mm × 7,1 mm) is the first waterproof iPhone ever to be created. It has an A10 Fusion chip with 64-bit architecture and an embedded M10 motion coprocessor. It has a 12mp camera (two in the iPhone 7 Plus). And it can take videos in 4k video recording (30 fps) and or 1080p HD video recording (at either 30 or 60 fps) with “slo-mo” or slow-motion recording, making it perfect for family holidays. It also has a fingerprint sensor inside the new home button (but we have seen this before). It has built in stereo speakers and of course wireless ear buds that are on par with the latest technology from Beats.

Now. All of this sounds good in the previous paragraph, right? The thing is there are multiple android devices that offer the exact same technology, if not better. Apple’s claims that the iPhone 7 is revolutionary is about as true as saying an ostrich is a small magenta coloured  marsupial with a circuit breaker in one hand and a bucket of water in the other. As a matter of fact, the only revolutionary aspect of the iPhone is its A10 Fusion chip, the rest is all either rubbish (compared to modern day android smartphones) and or simply what we had in the 6S. It seems like Apple forgot that they actually had to make a 7 and just took a 6 covered up the headphone jack and took bits-and-bobs of other smartphones, stuck it into a case and crossed their fingers that we would not realise that it was not really a good effort. And while I am on the topic of the headphones/ “wireless ear buds” let me just say that these “revolutionary” ear pieces are not included in the 7’s ridiculous price tag. So that means no work-out songs in the gym until you buy them because, guess what? You cannot use your old headphones. Literally all the new specs (excluding the A10 fusion chip) on the 7 and 7 Plus have been here since as far back as 2011!

The Apple iPhone 7 is a let-down. We, the consumers, know it, the Investors know it and the Stock Market definitely knows it after Apple stock (AAPL) fell from 108,74 on the seventh of September (the iPhone 7’s release date) to 103,13 in just about two days (a fall of roughly 5%). The sharp decline started just after consumers realised that the iPhone 7 and iPhone 7 Plus were no better than the explosively good Samsung Galaxy Note 7 or the Huawei P9 and P9 lite.

Apple also has one other problem: local smartphone companies Huawei, Samsung, Sony and Xiaomi are forcing Apple out of the Asian markets due to the fact that they are much cheaper and offer the exact same if not better services than more recent iPhones can.

Overall this journalist and smartphone enthusiast does not think that Apple will actually make a lot of dough off of the 7 nor 7 Plus and sadly the 7’s fate seems to be the same as the 6S’. Thankfully the iPad Pro was brilliantly good, so maybe we can still have hope.

As for Apple’s Asian predicament (and tax problems) I don’t really see how a smartphone that is miles more expensive and rather not particularly good can make Apple’s failing Asiatic fan-base pleased.

One thing is for certain, this Journalist will have to be pro-Android…

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