Saturday, April 02, 2011

Antennagate, iPhone 5 and Apple's opportunity

As an attempt to calm down the negative publicity about iPhone 4, Apple had initially posted a webpage (since taken down and replaced by a milder version) comparing the antenna performance of various smartphones from Apple's competitors (HTC, Nokia, RIM, Samsung, etc.). The comparisons showed that phones from Apple's rivals had at least as many antenna issues as iPhone 4 has. A backlash ensued and Apple quietly removed the offending material from its website.

If the following assumptions are true, Apple has a nice opportunity in its hands to humiliate and hurt its rivals:
  1. Apple, based on innovative engineering, virtually eliminates the antenna/signal issues from iPhone 5.
  2. Apple's rivals do not take any material steps to eliminate the antenna issues highlighted by Apple's original comparisons.
Assuming that the above two assumptions come out as true, Apple can reinstate the offending material that it had put up on its website, and this time (with iPhone 5, that is) its rivals won't be able to claim that the comparisons are false. Apple will have a potent marketing weapon in its hands with which to strike at the heart of its rivals.

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