Wow – Apple Joins the Smartphone Arena

So after all the rumours, and all the predictions of an Apple mobile phone, a widescreen iPod, and a small form factor Mac tablet, today in his keynote, Steve Jobs announced all three – but in one device, the iPhone.


Essentially this is Apple does the smartphone as it thinks it should be done, diving straight into the market that is currently being dominated by the various Symbian models, primarily from Nokia and Sony Ericsson, and with competition from the multitude of Windows Mobile devices. Certainly it is a very competitive market for Apple to enter, so the iPhone needs to be something pretty special and stand out different to compete.

Certainly on paper the iPhone seems to be exactly that. In terms of looks it is more PDA like than phone like – being just slightly smaller than my existing Dell Axim PDA. Resolution wise the screen is only half VGA at 320 x 480 – an interesting choice as high end PDA’s such as my existing Axim have been shipping with VGA screens for a while. Like a PDA it doesn’t have an extensive number of keys – indeed like the classic Mac mouse designs, it has precisely one – on the front. This is apparently the home key, that takes the user back to the main menu.

There are a couple of other buttons on the side, but essentially the whole thing is driven by a touch-screen interface. However again, it’s a bit different from the normal. Whereas most other PDA devices come with some sort of stylus for pointing, this is an interface designed to be used with fingers.

Now whilst this is probably easier to use in some ways, the real test will be how resilient the screen is to sticky, mucky fingers – certainly a big question mark over the design.

The software is definitely more PDA like, with web browsing provided by a version of Safari, the desktop browser that ships with MacOS X. More than that, the whole device will be running a version of MacOS X too, I’d expect one without the overheads of Aqua and the rest of the full scale MacOS X on the top – but the keynote certainly highlighted that a lot of the OS is still there. So whilst you won’t be loading desktop Mac applications onto it, it has the benefits of multithreading, pre-emptive multitasking and memory protection. Alongside the phone and internet functions, the software also includes a full raft of iPod features too, including the ability to play videos in widescreen mode, and also it appears, a version of the Cover Flow interface that turned up in the most recent revision of iTunes. On top of that it also has a hookup with Google Maps, plus a photo management application.

The widescreen mode, or more specifically how the phone changes is one of the really stand out features though. Whilst my Axim, like a number of other PDA’s can operate in both portrait or landscape modes, it usually requires manually clicking a couple of options to rotate the screen. Apparently the iPhone will do it entirely automatically. If you’re holding the device in a landscape position, that is how it will display – if it is in portrait then it will display in portrait mode.

Communications wise, a surprising omission is 3G support – it is only using EDGE, an enhanced version of GPRS. However it is quad-band GSM, so should be able to roam pretty well everywhere. It also has wi-fi and Bluetooth to add to the communications choices. It can also, not surprisingly dock and sync with a desktop.

A camera is included, but it doesn’t seem that it is regarded as a major feature, and it is only 2 megapixel, putting it on a par with other smartphones, but certainly not one to get if one of your requirements is to take good pictures.

So in summary, it certainly looks like an exciting entry into the smartphone market, with a good looking interface and a number of innovative features. Although the lack of a stylus is being pushed as a plus point, I’d certainly wonder quite how resilient to finger marks it’s actually going to be. In terms of being used as a PDA, the big advantage from a Mac users point of view is that it will use the same calendar and contact database designs as the desktop iCal and Address Book so hopefully synchronisation will be much less of a pain as with other smartphones. Having said that, currently it has only been announced for the US market – quite how long we will have to wait for a UK version remains to be seen. Many of the answers probably won’t become clear before the official release in June – and thus far it seems that only David Pogue has really had that much of a play with it.

Looking at the other major announcement, the Apple TV (or iTV as it was know before) was shown – and is pretty much as expected, although there is some surprise that it can’t produce the top HDTV resolutions. Essentially it is a simple wrapper around Front Row moving it off the desktop and into the living room.

Notable by their absence however was any mention of software, for example more details of Leopard, or an overview of the ’07 revisions of iLife and iWork – more to come maybe?

Update: Time Magazine have a very good iPhone article which alongside some descriptions of functionality also has some interesting background tit-bits. For example, Apple has been working on the touch screen for a number of years in response to the Tablet PC hype, but the research ultimately went into the iPhone interface rather than a tablet Mac.

The deal with Cingular is significant, as Apple effectively forced the network to adapt to fit what they wanted to do with the phone – usually it works the other way around with the network calling the shots. A good example of this is the iPhone voicemail functionality that works through a screen based list of messages, not the audio menu that is used on existing phones.

Certainly I’m expecting a long wait for it to appear in other markets, as Apple will have to do precisely the same with every other network – force them to conform to how the iPhone works – certainly it seems that this will extend to the availability of additional software for the device too. Whilst Cingular were willing to bend to what Apple wanted, wider availability around the world will be entirely down to whether other networks will do the same, and that I suspect will come down to how well the device sells in the US. If they can see that the investment in modifying their networks to cope with the iPhone is worthwhile, then they’ll go for it – but I suspect we’ll be paying a goodly amount for the pleasure too to cover their costs.

4 thoughts on “Wow – Apple Joins the Smartphone Arena”

  1. The iPhone is not better than this …

    or this …,52548

    … and thats just what I found in a couple of easy searches on Google.

    The simple fact is the iPhone is not really giving us anything new, just another player in an already filled market.

    What it has given us is a ‘cool’ slick interface but I did get left with the feeling it’s not all that far from Samsungs D900 range interface.

    So the question is Apple really innovating or just bundling easy wins together and branding it cool?

  2. Absolutely, when you look at the basic spec sheets, the iPhone is nothing special – resolution wise I have a better screen on my existing Dell – and that’s a couple of years old. There is precious little detail on the camera as yet, but from the pictures it looks like it will be a fixed focus job, not like some of the cameras that are turning up on phones now, and not even up to the spec of the camera in my little K750i. Whilst the situation across the pond may be different, the lack of 3G will be a big negative for the UK market as well.

    Certainly I am excited to see it, but if one were available in the UK tomorrow I wouldn’t be rushing out to replace my current phone. It is too big to use as an everyday phone, and doesn’t do everything that I do with my PDA currently either. Phone wise I want something small and portable, PDA wise something bigger – I’ve done the whole smartphone thing before, and to my mind it doesn’t quite work in the way I want to – even if it is from Apple!

    Anyway, back to your points. As to whether it is a major innovation, in many respects it isn’t. There are some innovative features – the slick interface being one, but much of the spec is pretty average. However look at the iPod it wasn’t the first, or the best equiped MP3 player on the market, and still isn’t (unlike much of the competition it has never had an FM radio for example), but a straightforward and well thought out slick interface, some eye-catching marketing, plus a bit of Apple cool thrown in resulted in them controlling the market. This is effectively Apple trying the same thing but in the mobile phone market.

    Having said that, it could well be a repeat of the Newton, especially if they can’t find many networks who are willing to reliquish some of their power. But even if it isn’t successful, and you never even consider buying one, the effect of it’s arrival will be seen across the industry. The other manufacturers can’t afford to take the risk that it will be successful, so I’m expecting it at the very least to be an incentive on the other manufacturers to innovate too.

    I’m sure you can agree that it is certainly going to be an interesting few years as they try to take on the new competition from Apple!

  3. I was listening to a spokemen from Nokia on the radio and he cheekly thanked Apple because it could help them sell more Smartphones?

    “The iPhone will attract people to the Smartphone market but will no doubt settle on a device that has better specifications and is cheaper in value”

  4. The analysis over at the BBC suggests that Nokia and Motorola won’t be loosing much sleep. It highlights the Sony Ericsson Walkman phones as probably more of a risk. Incidentally it also highlights the main impact being in terms of shaking up the user interfaces of the competition rather than grabbing a significant slice of the market.

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