Apple has updated Apple.com with a new page, and sent out an email campaign, aimed at telling us just why people love iPhones... and why competing phones just aren't as good. The timing, so soon after Samsung announced the Galaxy S4 is certainly interesting, and feels like it marks a shift in Apple's strategy towards the more aggressive, more competitive product marketing. Apple did a lot of this in the "Get a Mac" days with their "I'm a Mac" and "I'm a PC" character commercials, but it hasn't been a major focus of their mobile campaigns until now.
Mixed into the new webpage and mailer, are lines like:
The Galaxy series is, famously, plastic/polycarb and not generally considered to be as high quality plastic/polycarb as HTC or Nokia uses.
Other companies have fielded larger, denser screens. Apple might be referring to technology like the in-cell display and the individual color calibrations to make an overall case for their displays.
iPhone has an impressive battery life for it's size. I'd still argue that a slightly thicker iPhone could enjoy even more impressive battery life and few people would quibble at the difference in volume.
Apple, like BlackBerry, makes every bit and every atom, so they can fine tune the performance. Samsung uses a third-party operating system (Google's Android) but has put a dual quad core beast into the Galaxy S3. Does that really matter? Given how Android still isn't optimized for interface, if interface is important to you, then sure it does.
Some smartphones tout large megapixel counts. The HTC One has "only" a 4-megapixel camera but the sensor is 2 micros, which is huge for light gathering, and it has OIS (optical image stabilization) so it can keep the aperture open longer on stationary objects and collect more light . Nokia's Lumia 920 does similar. Oversampling is where they're going.
The iPhone 5 has an amazing camera, arguably still the best camera in mobile, and at a size so thin it's literally a miracle of engineering, but others have also broken the megapixel bad habit.
This is the malware knock on Android, which is mostly a problem for those who steal apps from untrustworthy sources. Amazon does have their own Android app store, however, and there are issues for developers given the enormous diversity of the Android device catalog. Every benefit has an associated drawback.
This is the nuke in Apple's current arsenal. You can walk into an Apple store with a busted phone, and thanks to AppleCare+ and iCloud, you can walk out again a few minutes later with a brand new phone that's also exactly your phone. No one else is doing this because no one else has the retail footprint Apple has.
The stuff up top is interesting, but for any mainstream customer who lives anywhere near an Apple Store, this is the real reason why you should love the iPhone most right now.
Apple's never been the marketshare leader in smartphones. Nokia and RIM had a huge lead when the iPhone launched, and Android has the lead now. Apple is and remains the profit-share leader, but for the first time they're engaged in a real battle for mainstream mind share. The Galaxy S4 might be the first phone to get as much attention as the iPhone.
Some might find this new campaign defense or reactionary. Maybe. Either way, it's a shift, and that's exciting. A scrappy Apple is going to be fun to watch.
If you got Apple's new iPhone love letter, let me know your reaction. And head on over to Apple's new "Why iPhone" page, read it through, and let me know what you think.
Source: Apple.com Why iPhone page
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Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.