Why Apple launched the 4S…

It seems as though there are a lot of disappointed people out there. Yesterday (4th October) was supposed to mark, in some people’s eyes, the launch of the next generation iPhone.

Well we did see the next generation, but maybe it isn’t as significant of a jump from the current generation as many wanted. The iPhone 4S is almost exactly the same form factor as it’s predecessor, but the emphasis from Apple has been made on what’s inside as apposed to some beautiful new aesthetic.

Now I have seen some ridiculous comments made on Twitter and blogs that I would like to address first. Firstly, the insinuation that this is ‘Tim Cook’s fault’ is nonsense. This handset would have been in planning for a LONG time, and Steve Jobs would have been well involved in it’s development. This handset is no accident or slip up from Apple. Its a conscious decision! Secondly, the claim that Steve Jobs quit because he was too embarrassed about this iPhone launch is utter utter bollocks. Seriously.

Anyway, so Apple launch the 4S and not the 5. Why is this do we think? Well here is what I think.

Apple is well aware of what is happening in the smartphone market. Android has demonstrated that smartphones are no longer the niche proposition only available as toys for the affluent consumer. EVERYONE now wants touch screens, app stores and decent mobile web browsing. Smartphones will soon become the mass market proposition, and handset manufacturers will be challenged to produce the next generation of ‘super’ smartphones to re-create the divide.

So how does Apple adapt to this environment? They have the likes of HTC and Samsung snapping at their heels with increasingly great hardware, and brilliant exploitation of the Android platform. Well let us not forget that the iPhone 4 continues to be the world’s best smartphone, that still has nothing getting too close to make Apple uncomfortable.

With handset upgrades more often than not dictated by the network operator/carrier, the 18-24 month cycle is becoming increasingly common around the world. Now this isn’t a major worry for Apple, who never struggle shifting handsets, but surely their sales could improve even more if they aligned themselves with the natural renewal cycle? Makes sense to me.

Alongside this, many people touted an iPhone ‘Lite/Nano’ which would be a cheaper version to appeal to the mass market. Well ya know what, Apple will NEVER release a cheaper product, when they can extend the shelf life of their preceding products. The iPhone 3GS is a fantastic handset, supporting a decent version of iOS. Now that the gap doesn’t seem as large between itself and the iPhone 4S, the 3GS suddenly becomes a valid, affordable alternative iPhone. There is your iPhone ‘Lite’ right here. I have seen it here in the UK for free on a £15 a month contract. How much more affordable and mass market do you want?!

So although the tech press and pundits aren’t happy, the people are. And regardless of who moans and complains, people will talk with their feet and their wallets. I personally believe the iPhone 5 is ready and waiting. NFC, wallet and all. But is the consumer ready for it yet? No. Apple will wait for the rest of the industry to show its hand before sending it to market. You just watch.

The mind still boggles at how people can moan about a phone which now essentially makes your camera redundant, and GIVES you a personal assistant. Demanding bunch aren’t we…