Before this week’s much-vaunted launch of the iPhone 5, it would be easy to drift into technological nostalgia and imagine the late Apple CEO Steve Jobs holding the new device aloft above a hushed crowd, proclaiming: “this is a game changer”.
The Backlash
And yet when the launch actually happened, led by the new CEO Tim Cook, there was a surprising backlash which accompanied the showcase.
iPhone_5
Where were the groundbreaking new features? Where was a re-jig of the 5 year old operating platform? Where was the new look? For the £500+ fee that will lead to many turning to their savings or payday loans to pay for such a device, is it really worth it?
The new enhancements are generally less superficial than in the past: a bigger screen, a faster processor and a thinner body. Criticism of such developments is perhaps harsh, but there is a general feeling in the tech world that Apple has hit something of a lull in their life. Mobile technology isn’t quite at the stage where they can revolutionise the market again; it’s just at the stage where things can look that little bit sharper, run that little bit smoother. But then there could be a good reason why this lull might be present: Apple actually spend 7 times less on research and development than their competitors at Google and Microsoft.
But is it a lull, or just the gentle tread of technological development? Wired magazine has dubbed the new phone ‘boring’, though they stress this doesn’t mean it’s not the best phone on the market. Indeed they believe it’s still well ahead of the competitors on the market from Google, Microsoft and Samsung.
The Features
Sales of Samsung’s Galaxy S3 have rocketed in the US, despite the recent patent victory that Apple scored over their rivals – the phone even outsold the iPhone 4S over August 2012 in America. But then, why buy an iPhone 4S a month before the new iPhone is rumoured to be released when its price will undoubtedly drop substantially then?
According to Apple, the key is the new iPhone’s superior performance. Its LTE antenna means the device can churn through impressive swathes of data from expensive to cheap broadband, and with some unlimited data UK contracts available, you can really maximise its streaming potential. It’s also 4G ready, so when the Everything Everything network finally gets up and running in the UK, there’s further reason why this phone will be ahead of the game.
The new 4in screen is substantially bigger and better quality than its predecessors, and though still nearly an inch smaller than the Galaxy S3’S, it’s amply big to enjoy high quality video streaming and even films without having to squint too much.
Triumph or Disappointment ?
So, is the iPhone 5 a triumph or a disappointment? It’s neither. In fact, it simply an improvement: a building block to the next device. It’s not going to change the smartphone world, but likely as not, no-one else will in the next couple of years. Competitors may be nibbling ever closer towards Apple’s market, but you can’t help but feel as soon as they start to bite the heels of the technological giant, they might just start kicking.
Richard Rubert is a tech geek and freelance writer wrapped in one.
