Apple is Set To Exploit An iPhone Advantage

Written By Ewan Spence Forbes Contributor

Apple’s latest campaign not only showcases one of the key differentiators of the iPhone line against the competition, but it also shows one area where Tim Cook and his team believes it can stand out against rival handsets. The camera.

Apple iPhone SE (image: Ewan Spence)

In the last week, eight new videos have been posted on Apple’s YouTube channel. Under the collective banner of ‘shot on iPhone‘, they are powerful statements on the capability of the camera for both still and moving images. They feature nature, wildlife, the natural world and, er, guys jumping into water in slow motion (because that’s what we do). And all of them have the banner repeated at the end to remind you that these were ‘shot on iPhone’.
There’s no arguing that the current range of iPhones have great cameras. But Apple has lost enough head-to-head tests with Samsung’s equipment to see the ‘number 1 smartphone camera’ banner head over to South Korea.

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The old adage is that the best camera is the one you have with you when the moment arrives to take a picture. That’s generally taken to mean the best camera is a smartphone camera. The goal for Apple (and the rest of the smartphone competition) is to be seen as the best smartphone camera and be the handset in your pocket.

With the quality available from the high-end smartphones more than good enough for casual use, it’s less about the pixel count and the hidden tricks in post-processing software producing demonstrably better pictures – because almost every high-end smartphone today is ‘good enough’ to record HD video suitable for a motion picture. It’s more about creating the feel, the emotional connection, and the draw to bring consumers to your handset. It’s about the marketing.

No matter the tests, the iPhone is still perceived to have one of the best cameras on a smartphone.
Apple is likely going to announce a dual-lens camera in the iPhone 7 Plus this September. It’s going to provide a marginal gain on the current top-end camera phones (and is likely going to be rivalled by a similar dual-lens system on the Galaxy Note 6). I’d expect Apple to take may more steps to promote the camera on the iPhone before the big reveal in September. This is one of them.




Source: Forbes Tech