iPhone 6 rumors suggesting that Apple is finally ready to jump on the large screen bandwagon have been circulating the Web for some time now. Confidential internal documents from Apple appear to support the hearsay of a possible display size increase.
As NDTV gadgets reports (April 7), the recent Apple vs Samsung patent lawsuit trial has led to the surfacing of emails and company documents in the public domain. What’s in these documents co-sign whispers of Apple’s plans to release 4.7-inch and 5.5-inch displays on its next generation of iPhones.
One of the slides from the “Apple FY 14 Planning Offsite” slide presentation published on Scribd titled, “So What Is Going On?”, offers a breakdown of the smartphone market's most recent state during Q2 of last year. Apple notes that consumer needs are shifting towards cheaper smartphones and bigger displays. “Strongest demand coming from less expensive and larger screen smartphones”, reads the slide.
On points detailing competitor tactics, Apple observes that “competitors have drastically improved their hardware and in some cases their ecosystems”. Undoubtedly, Apple is referring to enhancements in processors, cameras and Google's Android OS performance among competing smartphones.
Apple also has concerns about competitors “spending ‘obscene’ amounts of money on advertising,” according to one of the slides. Phil Schiller, marketing chief at Apple gave kudos to one of Samsung’s Super Bowl placements that ran back in 2013. ”I watched the Samsung pre-Super Bowl ad that launched today. It’s pretty good and I can’t help but think ‘these guys are feeling it’ (like an athlete who can’t miss because they are in a zone) while we struggle to nail a compelling brief on iPhone,” Schiller said in an email to his own ad agency, TBWA/Media Arts Lab.
What separates the current iPhone 5S from competing smartphones is its Apple A7 system-on-a-chip (SoC) 64-bit high speed processor. The fastest mobile CPU on the market, the A7 chip might be due for some competition in the not-so-distant future.
Chip maker Qualcomm announced its next-gen high performance 64-bit Snapdragon 810 and 808 processors on Monday. Currently under development, “Qualcomm now has to wait for Google to release a 64-bit version of Android for ARM-based mobile devices,” as PC World reports. Industry analysts speculate that an announcement could take place at Google I/O in June.
So what does Apple have up its sleeve in terms of leveling the playing field with its iPhone 6 flagship release? First, Apple will likely choose to increase the next iPhone’s display size over sacrificing its anodized aluminum body and diamond cut chamfered edges. Secondly, Apple plans to take mobile smartphone health monitoring to the next level with its rumored iOS 8 Healthbook app. Finally, tipsters suggest camera hardware features will bump the iPhone 6 up to an 8-megapixel 6P sapphire lens with Optical Image Stabilization (OIS), a larger sensor and an enhanced aperture.
Apple is turning its focus towards addressing its slowing growth rates by meeting the demands of consumers in a competitive mobile market.