by Graham Pierrepoint
It’s barely been a few days since Apple first revealed their latest line of hardware and operating system updates – and there has already bene intense scrutiny over the performance of their first handset out of the gate. The iPhone 8, released this week, largely falls in with much of the prior iPhone range with a few major tweaks – along with iOS 11 – making it the go-to device for current Apple owners. However, one of the biggest complaints levelled at last year’s iPhone 7 was that it was too similar to the iPhone 6 – and, according to some media reports, physical demand for the 8th iteration of the handset doesn’t appear to be as frantic as many may have expected it to be – but there could be many reasons for this.
It’s reported that the launch of the iPhone 8 has seen generally less queues and physical interest around Apple stores in both the UK and Australia in particular – and that, so far, pre-orders and first day sales appear to be down on what the iPhone 7 experienced last year. While this news may worry manufacturers on the whole, one has to take into account the fact that Apple has a premium model looming on the horizon – the iPhone X, a $999 upgrade to the series which is a radical departure from the norm that much of the current line has been sticking to for the past few years. Could it be that die-hard fans are biding their time for the flashier handset to be released?
This may well be the case – though quiet interest in the iPhone 8 may draw into question why it was released at all. This year’s Apple event has seen the launch of three handheld systems as opposed to the traditional one or two – and while it’s not the first time that iPhone fans have been spoilt for choice, the premium iPhone X will remain a hugely luxury item for those Apple fanatics who can genuinely afford to take it on. Many in the industry will see Apple’s decision to relaunch their handsets in this way to be a bit of gamble – however, as the second-biggest name in smartphone worldwide right now, they can arguably say it is a selection of risks they can afford to take.
Will the latest iPhones manage to stave off Huawei’s rise in the East – or even challenge Samsung’s overall dominance? Let’s wait and see.