Can Apple's latest smartphone offering help the tech giant reclaim its title as an industry innovator?
Appleās release of the iPhone 6 and 6 Plus last week may see the fortunes of the technology giant take a turn for the better.
The hotly anticipated device saw die-hard fans camped outside of electronics retailers across the country, eager to be some of the first to own the phone in the world.Ā
Itās domination of news headlines and a large influx of positive reviews come at a time where publicity for Apple has been relatively lacklustre.
āPeople have been very positive, itās looking like weāre headed for one of the best results for the iPhone so farā, said the manager of the Apple store in Brisbane City
The iPhone 6 has been heralded by various outlets as one of the best phones that Apple has ever released, with particular praise going once again to its design, screen resolution and camera.
Tim Biggs, technology reviewer from the Sydney Morning Herald, noted the advancements made on the phone might see Apple make a serious claim for its once-held dominance of the smartphone market.
The company reported that pre-orders for the device within the first 24 hours eclipsed four million orders, setting a new record for the company.
Reports seem to indicate that the hype and fascination surrounding the phone, which has so far been commonplace for iPhone releases in the past, could not have come for a better time for the company.
However, not everybody has been as complimentary towards Appleās latest offering.
Engineering Student Aman Gujral, a long time iPhone user, says that the choice of the hardware inside the device itself has perplexed him.
āWell, theyāve put in a big processing chip, (Appleās self-designed A8 chip), but the phone itself doesnāt have enough RAM or computing power to make the most of that chipās power.
āIt just seems like such a waste to me.ā
Recent online posts have also revealed a key design flaw within the new device.
The thin, streamlined design of the 6 Plus has led to claims that the phone is physically bending as it undergoes pressure inside customerās pockets.
Itās not the first time that the design of the iPhone has been criticised.
Apple itself is no stranger to criticism either:Ā
Appleās foray into the smartphone and tablet computing market has been undoubtedly successful, with each new iPhone or iPad release shifting millions of units with relative ease.
The company itself is still one of the most profitable and well regarded in the technology industry, with an estimated revenueĀ of 140Ā billion dollars in 2014. In many ways it was considered an industry leader, ultimately responsible for the current smartphone market, as it exists today.
It was the death of founder and company head Steve Jobs in 2011, as well as the companyās next batch of releases after Jobs died, which brought forth the consensus that the company was beginning to lose its way.
The release of the iPhone 4S shortly after Jobs died was met with a lukewarm reception from the public and the media. New CEO Tim Cook took Jobsā usual place on the podium at the 2011 Apple conference and presented a phone that commentators generally agreed didnāt feature anything with the impact that previous phones had.Ā
Take, for example, the release of the very first iPhone in 2007. Developed under a veil of secrecy that demonstrated the strict control that Jobs exercised over his company, the iPhone attracted both praise and scorn from its competitors and the media. What was common in both was the belief that this was the beginning of great change in the telecoms market.
TIMEĀ magazine named the first iPhone its āInvention of the Yearā in 2007, and the accompanying write-up (mostly) contained some fairly accurate predictions about the future of both the iPhone and the industry itself:
āNow other phone makers are jealous. They're demanding the same freedoms. That means better, more innovative phones for all.ā
On the future of the iPhone
āĀ ā¦it'll be around for a while, and with all that room to develop and its infinitely updatable, all-software interface, the iPhone is built to evolveā¦
Now imagine something that's going to make the iPhone look that primitive. You'll have one in a few years. It'll be very cool. And it'll be even cheaper.ā
Many speculated that it was Jobsā ruthless pursuit of perfectionism in the design and function of Appleās products that had ultimately brought the company its immense success.
After all, Jobsā return to the head of the company after being fired in DATE resulted in one of the most surprising and successful company turnarounds in the industry.
Steve Jobs had managed to turn the then-floundering company into the juggernaut it is today. He became revered and reviled for his management style; praised as a design visionary and condemned for his cold and unforgiving approach to the business world. It mythologised him, and the image of Jobs in Leviās jeans and a black turtleneck became as valuable to Appleās image as their products did.
Tim Cook, however, is not as immediately recognisable as Jobs was, doesnāt have the fearsome reputation that Jobs did, and presents himself more like a human being than the icon Jobs had eventually come.
So when one of his first major releases as head of Apple was the next step, instead of the great leap forward, some began to ask if the company was directionless without its former leader.
The timing couldnāt have been worse from Apple, as its competitors had quickly become viable competitors for market-share dominance.
Just asĀ TIMEāsĀ feature on the first iPhone had predicted, its release spurned other tech companies to capitalise on the market.
And while most of Appleās competitors have presented their own offerings the public (including Appleās traditional rival Microsoft), only one partnership has achieved enough success to actually knock Apple from the top position: Android and Samsung.
While the design basic functionality of an iPhone and, say, a Galaxy S5 are similar (Both feature large touch screens and minimal buttons etc.), the approach each companyās releases couldnāt be more different. It also demonstrates the key differences in the ethosā mindset of each company (SEE VIDEO FOR MORE)
As it would turn out, the launch of the iPhone 6 and 6 Plus would bring some of the best results for its manufacturer yet, with Apple reporting that pre-orders for the device had hitĀ 4 Million pre-orders in the first 24 hours, a new record for the company.Ā
Critical reception to the device itself has also largely been complimentary. Stephen Fry, whoās been a vocal fan of Apple products in the past, even penned a column forĀ The GuardianĀ proclaiming the new phone aĀ āthe most exquisite mobile ever madeā.
It was arguably one of the better results for the company so far, and it comes at a time in which critics of Apple have been more vocal than usual about the current direction of the company and its releases each year.Ā
As it stands, Appleās foothold in the technology business is still strong, even if the ground it stands on is a little shakier than it has been in the past.
Ā See what the public is saying about the #iPhone6