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Apple introduces new iPhone 12 family

Apple introduces new iPhone 12 family

Four 5G smartphones from Mini to Pro Max

Apple has introduced its iPhone 12 smartphone range this week, offering 5G connectivity on all four models.
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LG launches swivelling dual-screen smartphone

LG launches swivelling dual-screen smartphone

LG Wing opens into a T-shape

LG Electronics has launched an innovative dual-screen smartphone as the first device in its new 'Explorer Project' range. The LG WING looks like a conventional smartphone but the screen can rotate into landscape format, revealing a smaller display underneath.
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NVIDIA to acquire UK-based chip maker Arm

NVIDIA to acquire UK-based chip maker Arm

Computer graphics pioneer NVIDIA is acquiring UK-based mobile chip specialist Arm in a deal that's valued at $40 billion (approximately £31 billion). It's buying Arm Ltd from SoftBank, which acquired the company four years ago.
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New 5G BlackBerry device expected next year

New 5G BlackBerry device expected next year

OnwardMobility to work with Foxconn subsidiary FIH Mobile

Mobile security business OnwardMobility has announced a deal to produce new Android-powered BlackBerry 5G smartphones in the first half of 2021. The devices will be manufactured by FIH Mobile, a subsidiary of Foxconn.
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Ofcom publishes customer satisfaction figures for UK mobile networks

Ofcom publishes customer satisfaction figures for UK mobile networks

Tesco Mobile rated top for mobile satisfaction in 2019

Ofcom, the UK's communications regulator, has published its annual customer satisfaction ratings for mobile networks.
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Opinion Articles

Friday, January 30, 2015

The secret of Apple's success

Mark Bridge writes:

What’s the secret of Apple’s success? That’s the question I was asked earlier this week by LBC radio during a report on Apple’s impressive iPhone sales and its record quarterly results.

Much of the answer, I said, was down to usability and design. Apple has taken existing features – both software and hardware – and has made them better. After all, the iPod wasn’t the first MP3 player. The iPhone wasn’t the first smartphone... and wasn’t even the first touchscreen smartphone. But for many people, that’s the perception.

And, perhaps just as importantly, Apple doesn’t get involved with products it can’t improve.

Here are six reasons I think Apple is doing so well at the moment.

Apple makes products that are easy to use. Yet they’re not dumbed-down. An Apple iPhone is pretty intuitive for new users but is smart enough to appeal to ‘power users’ as well. Some people will argue they don’t have enough control over an iPhone’s settings, but for most people that’s not a problem.

Apple makes products that are easy to choose. If you want an Apple mobile phone, you buy an iPhone. Yes, there are different memory sizes and different screen sizes – and you can always buy one of the previous versions – but for many consumers there’s only really one model.

Apple makes products that people want. Every so often there’s a celebrity who endorses a rival product and yet they’re seen using an iPhone when they need to go online. The staff at Apple love them too: they use them all the time. That’s how prototypes get lost in bars. And don’t underrate the effect of Apple’s advertising. Visit the Apple website and it’s showing you the amazing things you can do with Apple products. It’s not trying to sell you a phone.

Apple controls the sales process. Okay, not entirely – you can buy an iPhone from your mobile network or from an independent retailer – but buying from an Apple Store gives customers an all-Apple experience. There’s hands-on contact with the products, there’s no pressure, there are well-informed staff – and it’s all glowing white, rather like a high-tech version of heaven. On top of that, Apple runs its own App Store and iTunes, too. Buying your device, filling it up with content, downloading apps, customising it to suit your taste: it’s all under Apple’s umbrella. No, not an iUmbrella.

Apple makes premium products. In an industry where average smartphone selling prices keep falling because more and more low-cost devices are being produced for developing markets, Apple is sticking with premium. And you can end up paying quite a lot more for a phone that’s a little bit better. A bigger iPhone screen doesn’t cost Apple £80 more but that’s what it costs customers. The same goes for memory, too. Extra profit from customers who don’t mind paying extra for a top-spec handset.

Apple spends a lot of time and money on research and development. Goodness knows which version of iPhone they’re working on now. But I bet it’s not just iPhone 7.

Mark Bridge is one of the team at The Fonecast. He doesn’t have an iPhone, Not yet, anyway.
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Categories: Handsets and manufacturers, Retailing, OpinionNumber of views: 32650

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Recent Podcasts

Reviewing our 2015 mobile industry predictions... and looking forward to 2016

Podcast - 15th January 2016

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Podcast from Mobile World Congress 2015

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A month of mobile: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

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Author: The Fonecast
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