How Apple should market the iPhone 7 and 7 Plus

“Apple’s CEO Tim Cook claimed at the September 7 event that iPhone 7 is the best iPhone ever. I came away from the event thinking that although iPhone 7 was greatly improved, it would not sell itself as iPhone 6 had,” Mark Hibben writes for Seeking Alpha. “Partly this is a consequence of Apple’s evolutionary approach and of increasing competition. Partly it’s the result of the enormously negative coverage of iPhone 7 that began early this year. Apple has to counteract the “no innovation” mantra that has been chanted endlessly by technology pundits. If it can do that, iPhone 7 can be very successful.”

MacDailyNews Take: The display size changes sold the iPhone 6/Plus. That’s the main reason why subsequent iPhones (6s/7/Plus) have had a comparably tougher time; the display sizes are the same.

“The improvements were substantial and vitiate the argument that iPhone 7 lacks innovation. Apple’s key technology innovation continues to be in the area of processor technology. Apple’s A10 Fusion system on chip (SOC) now features four CPU cores, once again, of its own design. Two cores are “high performance” cores that provide 40% better performance than the A9 of the iPhone 6s. The other two cores are ‘high efficiency’ cores that perform tasks that don’t require the speed of the high performance cores,” Hibben writes. “Apple claims that the A10 is the fastest smartphone processor in the world, and I have no reason to dispute that claim… In addition to the 40% CPU speed improvement, Apple claims a 50% speed improvement for the GPU section. More importantly, Apple has been able to do this while substantially increasing battery life.”

“Technology analysts, in general, have underestimated the importance of Apple’s processor design expertise. We’re seeing that flow into other products such as Apple Watch Series 2, which also got a new faster processor, as well as Apple’s new wireless AirPods,” Hibben writes. “The rapid progress Apple has made in processor design has implications throughout the personal computing industry. Last year, the A9X SOC already compared favorably with low end Core M processors, so it will be interesting to see how the A10 compares this year, especially when an X version arrives.”

“Apple is offering the myriad improvements of iPhone 7 at virtually the same price point as the previous generation. I think that adds up to a very compelling value proposition for consumers,” Hibben writes. “It’s the value proposition, rather than a breakthrough feature, that’s going to sell the phone. Apple merely needs to communicate this proposition in a relentless and all pervasive way.”

Much more in the full article here.

MacDailyNews Take: This is how Apple is going to market iPhone 7 and iPhone 7 Plus:

The first image of the new iPhone you see when visiting is the iPhone 7 Plus’ dual-camera on the Jet Black model.'s introductory image for "iPhone 7" is the top rear of the Jet Black iPhone 7 Plus model featuring its dual-camera and Quad-LED True Tone flash’s introductory image for “iPhone 7” is the top rear of the Jet Black iPhone 7 Plus model featuring its dual-camera and Quad-LED True Tone flash

The first meaningful text you encounter is “iPhone 7 dramatically improves the most important aspects of the iPhone experience. It introduces advanced new camera systems. The best performance and battery life ever in an iPhone. Immersive stereo speakers. The brightest, most colorful iPhone display. Splash and water resistance. And it looks every bit as powerful as it is. This is iPhone 7.”


      1. The worst effects of Britain’s decision to cut its own throat haven’t even begun to be felt yet. The bold supporters of secession have all quit, so nobody has yet taken the legal actions to unwind all the legalities.

        It may take a decade before all the trade agreements are renegotiated and multinational corporations rethink their choice of London as the center of their European operations.

        As for Apple’s pricing — Green is absolutely correct. Apple hiked prices across the board for the 7.

    1. In all countries the 7 is more expensive than the 6S, compare the price of models with equal screen size and memory and in the USA it’s about $100 more for the 7. Apparently that’s how much the audio adapter, polished finish, a couple more CPUs, and an upgraded camera are worth. It remains to be seen how many people are willing to pay that much more for those features.

    1. I guess it depends on what you do. Geekbench shows Apple is no faster than Samsung, and hasn’t been for a while. Remember, Samsung is running 4 full speed cores, whereas Apple’s 6S runs 2 and the iPhone 7 runs 2 fast and 2 slow cores.

      Bottom line: multithreaded operations are faster on Samsung’s flagship phones.

      But it probably doesn’t matter, because if you’re a fanboy, you never actually try out the competition to see how well it works.

    1. Why does every product Apple introduces drive the share price down? Amazon can introduce a $50 tablet and the share price soars. The new iPhone seems to have very solid and capable features. What is Apple doing wrong where so many people loathe Apple products? Apple products seem to be very well-built so it doesn’t make any sense to me that they’re considered underwhelming.

      1. Apple’s stock moves because it can be moved. It has nothing to do with performance, product, sales, income… nothing. The days when the stock price of a company always reflected performance are long since past. It now reflects analysts’ ability to manipulate the stock price in order to fill their own pockets.

  1. It really is a no brainer from a consumer point of view. Like with the SE the blogger echo-chamber had its head up its ass.
    The second lense and improved camera is a really great improvement alone . It gives you more flexibility.
    I’m happy with that alone. But a far faster processor, double the storage, longer battery life, slick black body vs the 6series. You can’t go wrong.
    The design change is really minor, but for an Apple product to go from the sexiness of a Ford Taurus, to something a unquestionably sexier, it makes all the difference.
    Let’s make no mistake, the 6 series was the antithesis of sexy. Especially for an Apple product. The slick black model with a few refinements goes a loooong way to resolve that.

    Again, a purchase of the 7 from the consumer point of view is a no-brainer. What else is even close in this league? Surely not a Samsung. The 6s already blows the Galaxy 7 and Note out of the water. They’ll sell great.

    1. If you are objective, then the iPhone 7 isn’t a slam dunk.

      Apple’s iPhone 7 camera is good, but not better than the competition. Most people don’t care about quality photography anyway — just look at the idiots who claim they can’t see the advantage of 4K video. If they can’t see the benefit of superior image on a Mac, then why pay more for it on a small screen?

      Apple’s processor isn’t faster than the competion, its storage is expensive and not user expandable. Battery life depends on how you use it. If you use wireless audio all the time, battery life is worse than the 6S with wires.

      Then we get to the adapters issue. Clunky external accessories do not improve the user experience.

      When it comes down to it, the iPhone 7 is not a slam dunk, it is a costly upgrade that some people simply won’t choose. They’ll buy an SE or 6 instead of the 7. Or yes, they will get the cheaper Samsung because even if Apple is the best, not everyone wants or needs the best.

      You really should turn on your brain more often and stop pretending that everyone worships Apple.

      1. Some people can’t afford an iPhone.
        Some people won’t upgrade to the iPhone 7 this year.
        Some people will settle for something besides an iPhone 7.

        Some of your statements are correct. If you are objective, you’ll realize that they miss the point, which is that the iPhone 7 series will be successful against the competition, exploding or otherwise, and Apple will again continue to profit greatly from it.

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