A lot has been written about Apple introducing two new phones iPhone 5C and 5S on Sep 20, 2013. Long queue of Apple fans surprise Android fans as to why such an “inferior” and “expensive” phone is attracting attention. It is likely that Apple would have sold more than 5 million new iPhones, something that Apple achieved earlier too.
For many techies like me, who have been looking at technology for decades, the real contribution of Apple in the mobile phone and tablet category is the mainstreaming of a particular technology.
In the last week’s launch of iPhone 5S Apple has mainstreamed “finger print authentication” of a smart phone.
Mainstreaming means three important things –
- Integration of a technology into all aspects of a product
- Making it affordable
- Making the user-interface intuitive enough, that you do not need a thick “user manual”
Compaq laptops had USB-based “finger print” scanners to let only the “owner” access the laptop for more than a decade. It was an external device, costing about $ 30, and had the only purpose of a “gatekeeper” – nothing else. Several laptop manufacturers had such a solution; but, iPhone 5S brings fingerprint solution integrated into the “Main button”, at no extra cost and as intuitive as pressing the button! Also such a “personal authentication” is useable by all applications. Apple has a set of API that allows third party application developers to integrate “fingerprint” authentication in an intuitive way!
In 2007 launch of iPhone, Apple mainstreamed “touch” technology. In the past six years billions of user take “pinch” and “drag” for granted to “zoom out” and “zoom in” web pages and photographs. It was mainstreamed by Apple. Microsoft had Windows Tablet Edition that attempted to use “touch”; many “touch screen” monitors have been around for ages, but none of them integrated “touch” across the product and many first-generation “touch screens” were expensive!
In 2008 launch of iPhone 3G Apple mainstreamed 3G, particularly in USA and many other countries outside Europe. Through an exclusive arrangement with AT&T, Apple introduced users to a “consistent” broadband and data access that made voice, data and video seamless across “roaming” and across all applications. By integrating voice, eMail and browsing with the added convenience of roaming across the 3G network, Apple mainstreamed “mobile computing” (much beyond mobile E-Mail that was the real contribution of Blackberry).
In 2008/2009 launch of AppStore Apple mainstreamed Apps and delivering Apps through AppStore as a new way of delivering consumer applications. Suddenly the “barrier to entry” for application development got lowered and a huge “cottage industry” got developed which is estimated to be about $ 50 billion today! There were third party AppStores before. Palm, Microsoft Windows and Blackberry had App Stores, but none offered the scale, tools and a ready market that Apple offered.
In 2010 launch of iPad Apple mainstreamed “tablet” as a new category of computing devices, what Steve Jobs called “post PC devices”. By mainstreaming “Flash RAM”, iPad was convenient, instant on, battery good enough for couple of days use and an amazingly good display that made iPad compelling as eBook Reader, watching slide shows and videos (many from Google YouTube!) at a price that was affordable
In 2010/2011 launch of iPhone 4 Apple mainstreamed Retina display with 326 dpi resolution; with 300 dpi said to match the resolution of human eye, this is what Steve Jobs called “the limits of what human eyes can see”. It did create enough controversy among the scientific community. What is important is the integration of superior display technology across the device – for better display of photographs and videos, better rendering of books, newspapers and magazines, better rendering of Web-pages, and of course, better capturing of photos and videos with dramatic improvements in camera technology. Once again Apple’s main contribution is “main streaming”; Amazon and Samsung had better display; Nokia had better camera, but none could match iPhone 4’s holistic experience.
In 2012 launch of iPad Mini Apple embraced “Phablet” as a category that combined phone and tablet functions. While Samsung and others (Google has been experimenting with Chrome laptops and 7″ NexusTablets for a while) had equal success with sale of phablets, the huge apps base particularly in the education segment made iPad Mini a category by itself, particularly for the budget-conscious and one-hand use that characterised student use.
In 2013 launch of iPhone 5S Apple is only continuing the trend of mainstreaming one more technology – namely, fingerprint authentication. Apple May or may not be selling the largest number of phones and tablets (that may go to Android). But what should not be forgotten is the fact that year after year Apple has been mainstreaming a technology – that is taken for granted by EVERY user – both the users using Apple products and those using non-Apple products. That is the real contribution of Apple. That partially explains the Apple fan club enthusiasm year after year, even two years after Steve Jobs is gone!
Professor Sowmyanarayanan Sadagopan is the Director of IIIT-Bangalore. These are his personal views. He can be reached at email@example.com