It’s no secret to anyone that’s been following Apple that the company’s innovation seems to have died down somewhat over the last few years. They used to constantly release market-defining devices, which were talked about for a long time after the initial announcement – and lately, the last few entries in the iPhone line have been satisfying, but nothing extraordinary. Some fans of the company have been criticizing them for this approach, claiming that Apple seem to have gotten far too comfortable with their current market position, and are more reluctant to take any risks now.
However, rumors about the iPhone 7 seem to be pointing in the exact opposite direction. If those are true, then it seems that Apple are planning to regain their position as a true market leader with their next smartphone, and are looking at various potential special features to attract even more buyers. There has already been a lot of speculation regarding what exactly the new device could feature – but some options seem far more likely than others.
According to some rumors, Apple are developing the iPhone 7 with more luxurious and durable materials, including a sapphire display; wireless charging is also rumored to be built into the device right out of the box, as well as various other advanced features that should attract buyers looking for a true 2015 device.
It’s also claimed that Apple are looking to expand their line even more, reaching out to more potential buyers. They are apparently planning to do this with yet another version of the iPhone 6, the iPhone 6C, which will be cheaper and come with less features than its main variant. Apple are not a company known for having any presence on the low-range market, but they could at least establish some positions on the mid-range market more effectively, and without having to compromise their brand integrity.
Whatever the company is planning for the iPhone 7, and no matter if any of those rumors are actually true, at this point it’s becoming clear that Apple will have to put a lot more effort into their next release if they want to see the same success that they have been enjoying in their earlier years on the smartphone market. The company still has an incredible potential for releasing game-changing devices that redefine the market, they just need to get back on track and start taking more risks. Because true innovation, in the end, requires the occasional risk – and when you’re dealing with a brand name as established as Apple and their iPhone, then it becomes a bit more difficult to be willing to take those risk.