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Apple’s new iPhone 5 – Samsung blaster or more of the same (just bigger)?

Apple’s share of the smartphone market has taken a battering recently at the hands of Samsung and its Android confreres (although its profits haven’t) so there’s a lot riding on the new iPhone 5.

Personally I’m still struggling to command and control my IPhone 4 (pathetic I know) so here’s the rather better qualified Apple designer (Sir) Jony Ive to tell you all about it.

Some of the early reviews say it’s great, others that it’s more of the same. Isn’t it interesting though that the game in smartphones now is to make them bigger, to provide a bigger screen? We’ll be going back to those bricks (lighter versions of course) we used to lug around 20 years ago.

The iPhone 5 is a big test for Apple CEO Tim Cook, who some accuse of dumbing down the company made in late founder Steve jobs’ image. There’s an interesting post by Newsweek’s Dan Lyons, creator of The Secret Diary of Steve Jobs blog, here. Lyons claims, among other things, that Apple spends far less of its humungous cash pile on research and development than either Google or Samsung.

The iPhone launch, officially coming next week, will also be a test of TBWA’s Media Arts Lab which was roundly panned for its recent ‘Genius’ campaign which was promptly pulled. Creative director Scott Trattner then upped sticks for 72and Sunny although he may have been off anyway.

Official versions of the ‘Genius’ ads seem to have disappeared (there’s a thing) but here’s an unofficial one.

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I don’t think it’s that bad but I’m an Apple user rather than quasi-religious believer.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. According the El Reg, it’s the end of the world as we know it: http://www.theregister.co.uk/2012/09/12/iphone_five_reasons/

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