Analysis of the launch of the new iPhone 4S, and what it means for marketers and consumers

1. Apple4S Paul Armstrong Monday,
Announcement October 10,
2011
Background
Apple announced the much anticipated iPhone 5 last week, except they didn’t, and
instead chose to rework the insides of the most recent version (iPhone 4) to produce the
iPhone 4S with an improved camera, voice assistant (the “Siri” acquisition of last year),
faster processors and two antennas, which mean it will work in any country (GMA and
CMDA networks). The 4S had a warm reception but overall was not what people were
expecting.
Details
This was not the iPhone many were hoping for although the changes are welcome and will
no doubt increase the iPhone adoption due to the existing base of fans and the lowered
costs of older models. Siri, the voice assistant, is an interesting addition as this is clearly a
move to indoctrinate many into the Apple way of thinking or interfacing with technology.
Other mini-announcements include:
- Apple is getting into the greeting cards business – the new iPhone will have an app
that creates physical greeting cards with a few clicks ($2.99 for within the US and
$4.99 outside the US).
- Apple wants you to connect with friends – “Find My Friends” is part of the IOS 5
update that will allow iPhone users to see where their friends and family are who
have specifically chosen to share their location.
Implications
There are major implications for the way we communicate with technology – Apple betting
big on voice will likely cause others to. The other major implications are for privacy
concerns around the location services (as always) and more specifically for digital-to-
physical card services like Moonpig etc. The faster tech and better camera will lead to
more storage space required on and off device and there will be more sharing through the
increased baked-in functionality of IOS 5. Apple did not mention any immediate changes to
its iAd mobile advertising network.
Summary
These were welcome, but not particularly expected, changes for users. Most Apple fans
(and analysts) are gagging for a newly designed phone that is perhaps easier to hold or
something completely different to the existing model. Apple does what Apple likes so
really the only thing to bet on is that more products are coming, voice will be a big part of
Apple’s future and the rumour mill will continue to whirr. Time will tell whether people
will hold out for the iPhone 5 which could boast a significantly changed form – what is
clear is that Apple has a clear product rollout and yet again wants to change the way
people interact and use technology to make the connection between the two more fluid
and more like real-world dialogue.