With the upcoming release of the Apple iPhone 7 in September, consumers would have a better idea of how the high-end smartphone market will shape up for the foreseeable future. The prevailing view is that Apple will not make major changes this year, and instead, wait to introduce a major redesign with the iPhone 8.
Although given Apple’s release pattern, it seems that the iPhone 8 shall still come out in 2018 because there would likely be an iPhone 7S to be released in 2017.
Given the tug-of-war and feeling each other out strategies of both Apple and Samsung, consumers could soon see a wave of innovation in smartphone design, with a potential dual-screen smartphone effort from Samsung and a predicted move to OLED displays from Apple.
Having lost the title to Samsung for the best-selling flagship in the US this year, it is likely that the American tech giant would not take the news sitting down. Apple may be going back to the drawing board at this time in order to make sure that when the iPhone 7 comes out, it would be able to measure up or look better than the Galaxy S7.
But Apple can only hold the dam for about five months as the Samsung Galaxy S8 shall come out on the market in the spring of next year and bring more great features to the table.