Apple Knows What it’s Doing
Release of 5c, 5s created intended hype
Published: Monday, September 16, 2013
Updated: Monday, September 16, 2013 12:09
I am sure many of you have heard about Apple’s new iPhone models that will be available for purchase on Sept. 20. As with many of Apple’s product releases, one has to wonder if this is actually a brilliant new product or just a brilliant marketing move.
The iPhone 5c became available for preorder on Friday. And what is the iPhone 5c actually? The iPhone 5 in a shiny package.
A brilliant marketing move (although it may not be quite as brilliant as Miley Cyrus).
Although the 5c features an updated FaceTime camera, more battery power and more LTE capabilities for internet access, it’s just an iPhone 5 in color. This isn’t a new move in the cell phone industry, and has been done since LG flip phones. But it works, although I’m not sure why people fall for it.
Yes, a colored iPhone does look sleek and hip, but there is no way I would carry my 5 without a case. I won’t even carry my phone without an Otterbox case actually. I drop my phone a couple times a day, as I am sure many people do. Having a case over your colored iPhone kind of defeats the purpose of having a colored phone since it will be covered up anyway. Although they created the 5c’s exterior out of plastic to make it more durable, I still have my doubts and have a feeling there are going to be a lot of iPhone 5c’s with cracked screens.
The iPhone 5s has a variety of enhancements that may prove Apple has actually come up with an even better product.
Apple claims the iPhone 5s will be two times faster and more energy efficient than the 5. Apple updated the A6 chip to a 64-bit A7 chip, which is used in laptops and desktops. The new operating system, iOS7—which will be available to update for all iPhones on Sept. 18—was built to run on a 64-bit machine, so that will enhance the OS even more.
Along with the A7 chip, Apple has incorporated the M7, a separate processor that can run without starting up the A7 processor. So, fitness-tracking apps can run in the background without using as much battery life. This also allows the phone to use real-time location; when using navigation, the iPhone will be able to tell if you’re driving, walking, etc.
All of this is supposed to give the iPhone 5s an improved battery life.
The camera has also been updated. With a 15 percent larger lens and a new flash that has not been used in any other phone, or camera for that matter, Apple insists photo quality will be improved immensely. Many people have ditched their digital camera and just use their iPhones, so this is good news for many iPhone photographers.
And one more shiny detail to make people go crazy. A fingerprint identity sensor on the home button. The sensor can be used to unlock the phone, rather than typing in the pass code and to make purchases on iTunes, iBooks and the App Store. And for those of you with controlling significant others, you can breathe: You can program more than one fingerprint to have access to your phone. Any way to make a product more personalized is going to make people want it, because, like, how cool is that?
My favorite enhancement of the iPhone 5s is this phone’s camera lens and flash are shifted slightly from the position of the lens and flash on the iPhone 5. You know what that means? You can’t use your old cases that you had for your iPhone 5. So you have to buy new ones, of course.
This is a classic Apple move, and they did the same thing with the iPhone 4 by changing the shape, size of the phone and charger port of the iPhone 5. And who doesn’t get annoyed when you ask someone if they have an iPhone charger and they pull out a charger that is either too big or too small for your port? Oh, and the old iHome you may have? You had to update that when Apple came out with the 5 as well. And as much as this may tick people off, Apple knew exactly what it was doing when it came out with these enhancements. Brilliant. I am sure when they come out with the iPhone 6 (or whatever they choose to name it), they will change up the charger port again.
I am huge supporter of Apple and have no doubt that its products are sure to impress. I just wonder how many glitches the iOS7 is going to have—remember the map disaster with iOS6?
Apple is creating just the hype it had hoped for by making a big production out of its new products and their release dates. So although the company may have come out with a new, brilliant product, its marketing is what is more brilliant.
Emma is a senior majoring in journalism. Follow her on twitter @emmajheaton2.