Apple under pressure to dazzle as market slows

Apple is under particular pressure to dazzle as the culture-changing California iPhone maker looks for a way to maintain its image as an innovation leader in a global market showing signs of slowing.

“Clearly, Apple wants to do something different for the 10th anniversary” of the iPhone, NPD Group analyst Stephen Baker told AFP. Baker said this is a challenge for Apple because “it is still going to be a flat piece of glass and the other things we talk about around a phone.” Apple is widely expected to unveil the latest iteration of the iPhone in September, while smartphone market leader Samsung is holding an August 23 unveiling likely to launch its Galaxy Note 8 handset.

The two market leaders are seeing rivals, mainly from China, chip away at market share, creating pressure to showcase innovation, say analysts. Some reports say the new iPhone will include a high-quality, edge-to-edge screen with a notch in the top for an extra camera supporting 3D facial recognition. Some speculate that the back of the new handset will be glass and will offer wireless charging.

“We are expecting a major design refresh on Apple,” GlobalData analyst Avi Greengart told AFP. “That has been a sore point, …read more