Tech breakthroughs take a backseat in upcoming Apple iPhone launch

http://mobile.reuters.com/article/idUSKBN1620FP Thu Feb 23, 2017 | 6:55 AM EST 17h ago | 01:27 Apple aims for maximum impact with next iPhone Tech breakthroughs take a backseat in upcoming... X By Stephen Nellis | SAN FRANCISCO When Apple Inc (AAPL.O) launches its much-anticipated 10th anniversary iPhone this fall, it will offer an unwitting lesson in how much the smartphone industry it pioneered has matured. The new iPhone is expected to include new features such as high-resolution displays, wireless charging and 3-D sensors. Rather than representing major breakthroughs, however, most of the innovations have been available in competing phones for several years. Apple's relatively slow adoption of new features both reflects and reinforces the fact smartphone customers are holding onto their phones longer. Timothy Arcuri, an analyst at Cowen & Co, believes upwards of 40 percent of iPhones on the market are more than two years old, a historical high. That is a big reason why investors have driven Apple shares to an all-time high. There is pent-up demand for a new iPhone, even if it does not offer breakthrough technologies. It is not clear whether Apple deliberately held off on packing some of the new features into the current iPhone 7, which has been criticized for a lack of differentiation from its predecessor. Apple declined to comment on the upcoming product. Still, the development and roll-out of the anniversary iPhone suggest Apple’s product strategy is driven less by technological innovation than by consumer upgrade cycles and Apple’s own business and marketing needs. "When a market gets saturated, the growth is all about refresh," said Bob O’Donnell of Technalysis Research. "This is exactly what happened to PCs. It's exactly what happened to tablets. It's starting to happen to smartphones." ADVERTISEMENT . Apple is close-mouthed about upcoming product features, but analysts and reports from Asian component suppliers and others indicate that high-resolution displays based on OLED technology -- possibly with curved edges -- are likely to be part of the anniversary phone. A radical new design is not expected, according to analysts. Some of the anticipated new technologies, notably wireless charging, remain messy. Samsung Electronics Co Ltd (005930.KS) phones, for example, feature wireless charging but support two different sets of standards, one called Qi and the other AirFuel. Apple recently joined the group backing Qi. But there are still at least five different groups working on wireless charging technology within Apple, according to a person with knowledge of the matter. As to 3-D sensors, there is already one hiding in the iPhone 7. The front camera features what is known as a time-of-flight sensor, which helps it autofocus and is used in numerous phones including the Blackberry, according to TechInsights, a firm that examines the chips inside tech devices. ‹ 3/3 FILE PHOTO - A customer buys the new iPhone 7 smartphone inside an Apple Inc. store in Los Angeles, California, U.S. on September 16, 2016. Reuters/Lucy Nicholson/File Photo 1/3 FILE PHOTO - An Apple iPhone 7 and the company logo are seen in this illustration picture taken in Bordeaux, France on February 1, 2017. Reuters/Regis Duvignau/File Photo 2/3 FILE PHOTO - A customer buys the new iPhone 7 smartphone inside an Apple Inc. store in Los Angeles, California, U.S. on September 16, 2016. Reuters/Lucy Nicholson/File Photo 3/3 FILE PHOTO - A customer buys the new iPhone 7 smartphone inside an Apple Inc. store in Los Angeles, California, U.S. on September 16, 2016. Reuters/Lucy Nicholson/File Photo 1/3 FILE PHOTO - An Apple iPhone 7 and the company logo are seen in this illustration picture taken in Bordeaux, France on February 1, 2017. Reuters/Regis Duvignau/File Photo › That sensor could be upgraded to a higher-resolution version that could handle 3-D mapping for facial recognition, said Jim Morrison, vice president at TechInsights. Some analysts also speculate the company could remove the phone's home button, placing it and a fingerprint sensor beneath the front display glass, based on patents the company has filed. SLOW GROWTH Global smartphone sales were up only 2.3 percent to 1.47 billion units in 2016, according to IDC. Many carriers in the United States have stopped subsidizing phones, causing phone buyers to think harder about their next purchase. Apple will likely make a heavy marketing push around the phone’s 10th anniversary. “IPhone set the standard for mobile computing in its first decade and we are just getting started. The best is yet to come,” Chief Executive Officer Tim Cook said in a statement Jan. 8, the date the iPhone was announced by then-CEO Steve Jobs in 2007. In 2015, the last year it disclosed the figure, Apple spent $1.8 billion on advertising, up 50 percent from the year before and nearly four times the $467 million it spent in 2007 when it first released the iPhone. And the company continues to excel at selling higher-priced phones. Chief Financial Officer Luca Maestri attributed the most recent quarter's record-setting 78.3 million iPhones sold to the iPhone 7 Plus, which for the first time included a new dual camera feature not found in other models. The iPhone 7 Plus tops out at $969 with memory upgrades and a jet black finish. O'Donnell of Technalysis Research believes that with the next iPhone, Apple might even introduce a $1,000-plus “ultra-premium device for the real Apple-crazed folks out there who want to stand out." (Reporting by Stephen Nellis; Editing by Jonathan Weber and Lisa Shumaker)

Apple sets stage for iPhone 7, many already waiting for 8

Wed Sep 7, 2016 | 9:01 AM EDT Apple sets stage for iPhone 7, many already waiting for 8 3h ago | 01:40 iPhone 7 launch lacks the usual buzz in China Apple sets stage for iPhone 7, many already waitin...X By Julia Love | SAN FRANCISCO (Reuters) - The iPhone 7 is expected to make its global debut on Wednesday, but many consumers and investors are already setting their sights on Apple Inc's 2017 version of the popular gadget, hoping for more significant advances. At its annual product launch in San Francisco on Wednesday, the world's most valuable publicly traded company is expected by blogs and analysts to reveal an iPhone without a headphone jack, paving the way for wireless headphones, a touch-sensitive home button that vibrates, double-lens cameras for the larger 'Plus' edition and other incremental improvements. Apple typically gives its main product, which accounts for more than half of its revenue, a big makeover every other year and the last major redesign was the iPhone 6, in 2014. The modest updates suggest that this cycle will be three years. “It looks like part of the reason they are keeping the design the same this year is there are bigger changes they are working on for next year,” said analyst Jan Dawson of Jackdaw Research. Sales of the iPhone dropped two quarters in a row this year, the first declines in the history of the device. With many consumers who purchased the iPhone 6 and 6 Plus due for an upgrade, Apple may eke out single-digit gains in sales for the 7, Dawson said. But some consumer technology sites are advising users to hold off on upgrading until the next year’s version, which will mark the 10-year anniversary of the iPhone. ADVERTISEMENT Analysts say the iPhone 8 may feature a wider display that reaches from one edge of the device to the other and a home button integrated into the screen. Wall Street is impatient for growth, and Apple will be hard-pressed to reverse the downward trend this year, said Colin Gillis, an analyst with BGC Partners. “The iPhone 7 runs the risk of disappointing investors,” he said. Consumers are waiting longer before replacing their phones, a shift that Apple must address in its product roadmap, said analyst Ben Bajarin of Creative Strategies. Analysts predict the Apple Watch will be the second closely watched feature of the event. Apple is expected to revamp the wearable, released last year, with a faster processor and a GPS chip, enabling users to track runs and other workouts without their phones. Most analysts believe sales of Apple's watch - which the company has not disclosed - have not yet justified the fanfare. Starting at $299, well above many other wearables on the market, the most meaningful change Apple can make is a price cut, Bajarin said. “This category is very price sensitive,” he said. Apple is "not there yet." (Reporting by Julia Love; Editing by Bill Rigby)