Tech breakthroughs take a backseat in upcoming Apple iPhone launch

When Apple, Inc. (NASDAQ: AAPL) launches its long-awaited 10th anniversary iPhone this fall. It will show how much the smartphone industry has evolved. The new iPhone is anticipated to include new features such as high-resolution displays, wireless charging and 3-D sensors. Instead of representing major breakthroughs, most of the modernizations have been accessible in competing phones for several years. Apple’s moderately relaxed adoption of new qualities both reveals and supports the fact that smartphone customers are keeping their phones longer periods of time.

An estimation of 40 percent of iPhones on the market are more than two years old, which is a historical high. This is a major reason why investors have taken Apple shares to an all-time high. There is a repressed demand for a new iPhone, even if it does not offer breakthrough technologies. It is not clear whether Apple intentionally restricted on packing some of the new features into the current iPhone 7, which has been evaluated for a lack of variation from its predecessor. Apple refused to reference on the upcoming product. The progress of the anniversary iPhone implies Apple’s product strategy is motivated less by technological innovation than by consumer upgrade cycles and Apple’s own business and marketing needs.

Apple is reticent about upcoming product features, however analysts and reports from Asian component suppliers and others insinuate that advanced 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 expected new technologies, particularly wireless charging, remain disorganized. Apple recently merged with the group backing Qi. But there are still at least five different groups working on wireless charging technology within Apple. As to 3-D sensors, there is already one concealed in the iPhone 7. The front camera features what is recognized as a time-of-flight sensor, which helps it autofocus and is also used in phones including the Blackberry, according to TechInsights , a firm that observes the chips inside tech devices. 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.

Certain analysts also imagine the company could remove the phone’s home button an replace it with a fingerprint sensor under the front display glass, based on patents the company has filed. 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 discontinued funding phones, triggering phone buyers to better consider their next purchase. Apple will likely make a storng 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.

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