We shouldn’t expect a revolution every year
Every Fall, we expect huge news when Apple introduces its new iPhone and we’re always let down. I’ve been writing about the iPhone for almost 10 years and every new model appears to underwhelm. We’re already hearing the same disappointment about the iPhone 7, but don’t be fooled: Almost every iPhone has met this reaction and they’ve still transformed multiple industries and made Apple one of the world’s most valuable companies—all while selling over 1 billion units.
The iPhone 7 announcements may seem boring, but for brands and agencies, there’s much worth paying attention to.
Apps Are Alive and Well
Apps have grown stale in recent years as agencies and brands seek the next big platform. But apps aren’t going anywhere. In fact, they’re bigger than ever. Apple reported that App Store downloads were up 106% percent year-over-year in July and August. Apps may have lost their novelty, but there’s still a huge audience for them that brands and agencies can’t ignore.
NFC Is Still Locked Down
The iPhone 7 has Near-Field Communications (NFC) chips built in but, to the chagrin of marketers looking for new ways to reach consumers, they’re still restricted only to Apple Pay. Until it’s accessible to apps and marketers, NFC on the iPhone is severely limited.
The iPhone 7 Plus Camera Could Be a Breakthrough
If you’re a mobile photographer, the iPhone 7 Plus’s 12-megapixel, telephoto dual-camera system is exciting. Even if you’re not, it may be a step into the future. With two cameras, the iPhone 7 Plus could capture 3D images for use in 3D printing, augmented reality, and virtual reality. All that’s left is the software to unlock that potential.
Apple is Choosy About Its Partners
Apple is wary of partnerships and, when it does partner, it’s only with leading brands. The only brands with announced partnerships (as opposed to product demos featuring Super Mario and Pokémon Go, for instance) were Nike and Hermes. Nike and Apple have been partners for 10 years, so familiarity is key. So is market leadership: both are long-established and dominant in their industries. Virtually any brand would want to partner with Apple, but unless you’re huge or have a history with Apple, it’s difficult.
The Missing Headphone Jack: Annoying, Not Fatal
The death of the headphone jack may generate controversy and grab headlines, but it doesn’t signal dim prospects for the iPhone 7. Apple was the first major company to ditch the floppy disc. It cut VGA and Ethernet ports and DVD drives from its laptops. Those changes prompted complaints, but they also helped make technology lighter, more wireless, and cloud-centric. Expect the same pattern here: In a few years the missing headphone jack will seem natural. After all, no one misses floppy discs.
Expecting a Revolution That Never Comes
Apple rarely makes revolutionary strides all at once. Their 10-year run of world-shaking products—the iPod, iPhone, and iPad—spoiled us. Apple is a measured, incremental company that moves with great deliberation. Its revolutions are slow. The iPhone (and other smartphones) destroyed the consumer camera market not with one overwhelmingly great product, but by making annual, incremental improvements. Now the iPhone’s camera rivals high-end DSLRs for many users. The same may be true of today’s announcements. None of them alone is a revolution. Taken together, and iterated upon by Apple, developers, brands, and agencies, they could form the foundation of a new market disruption.
Sam Costello, Associate Director/Business Analyst, Creative Technology, DigitasLBi
For more of Sam’s thoughts on the Apple announcements, check out this article in the Drum