Another Day, Another iPhone: Will Apple’s New Smartphones Reinvigorate Into The Brand?

September 12, 2013  |  


It’s that time of year once again, when Apple enthusiasts and tech titans get to finally see the latest addition to the to the iPhone family. After months of speculation, and rumors, the newest phones to be added to the company were revealed on Tuesday at the Cupertino, California headquarters.

It’s only been a few days and the phone isn’t even out yet but everyone has an opinion. Even Apple’s competitors wasted no time making fun of the newest fleet of phones.

Some say the 5C isn’t cheap enough and others claim the 5S isn’t distinct enough to warrant those who currently have the 5 to get an upgrade.

But the bigger idea is whether the newest flagship phone will reverse the decline in Apple’s share of the smartphone market. More than half of all Americans, or 125 million have smartphones and don’t upgrade as frequently as they have in the past.

Apple claims to be on track to sell it’s 700 millionth iOS device by the end of September. But it pales in comparison to Android, who announced one billion activations. But granted, the Android operating system runs through multiple manufacturers not just one.

When it comes to the 5S, at first glance, the look is the same as the 5. It feels the same and has the same weight and thickness. The key distinction comes with certain hardware and software additions.

There’s a new flash that allows you to take a photo with a warm or cool light for better white balance.

The feature everyone is excited about is the TouchID which allows you to unlock your phone with the touch of your finger. There’s some security concerns around Apple having access to our fingerprints, but the reviews are mostly positive.

The hype around the TouchID feature is similar to the hype around Siri when that feature was first introduced. (But we all know Siri was a FAIL.) The key difference this time is that the TouchID actually works, and it works well.

“…[A]s soon as I placed my thumb on the home button, the phone unlocked and the home screen quickly appeared. I locked and unlocked it several times this way, and each time it worked flawlessly,” said one Huffington Post tech writer who tried out the phone himself.

And, call us shallow, but we simply can’t wait to get our hands on a gold iPhone. There hasn’t been a gold Apple product since the gold iPod mini nearly a decade ago!

The speed of this phone is also being praised, in part because of the new A7 64-bit chip making the phone 40 times faster than the original iPhone and twice as fast as the current one. But haven’t we heard that before? Yea, this one is faster until about two or three months of use or until the new upgrade comes out. We’ll see how much the speed aspect lasts.

The battery is also supposed to last longer (oh, haven’t we been promised this before too?)

In terms of battery life, the 5s boasts 10 hours of 3G talk time, 8 hours of 3G browsing, 10 hours of LTE browsing, 10 hours of Wi-Fi browsing, 10 hours of video playback, 40 hours of music playback, and 250 hours of standby time.”

A lot of folks are also excited about the M7 motion coprocessor which can detect movement and measure motion data that many are saying could be great for exercise apps.

The cost for the 5S starts at $199 with a contract, or $649 without. For the cheaper little brother, the cost with a contract is $99 and $549 without. So is it enough for consumers to put out the money for access to TouchID, a new color, and supposedly a faster phone?

“We think it is,” said Brian Colello, a senior equity analyst at Morningstar. “Certainly in the U.S., there’s enough demand on the high end. People have been buying premium phones for years. That diehard Apple user will certainly pay for the 5S.”

So, the countdown begins. iOS7 will be available to download on all devices September 18th. Pre-orders for the 5c begins September 13th, and both the 5S and 5C will be in stores September 20th. You can’t pre-order the 5S.

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