Apple Is Back in the Driver's Seat

The announcement of two new models of the iPhone and the long-awaited Apple Watch along with a bevy of new capabilities has put Apple back in the position of leading the mobile market to the next phase. The Android faithful are claiming that all Apple has managed to do is "catch up" with things they've had for years, but only Apple has the vision and the clout to redefine markets. Sure, bigger screens and image stabilizing cameras are "catch up" moves, but with Apple the game isn't about matching technical specs, it's about creating a superlative user experience. Viewed in that light, this announcement is a home run.

The two new phones are dubbed the iPhone 6 and iPhone 6 Plus and deliveries will begin September 19 in the US; Apple begins accepting orders September 12. The iPhone 6 will feature a 4.7-inch display and the 6 Plus will have a 5.5-inch display to rival the Samsung Galaxy 5's 5.1-inch display and the Note 4's 5.7-inch display. The iPhone 4S had a 3.5-inch display, and the 5S went to 4-inches. Both new iPhones will feature stronger "ion-strengthened" glass screens that curve around the edges and new thinner designs. The iPhone 6 display has a resolution of 1334 x 760 and 6 Plus is a full 1920 x 1080. There are a lot of changes on the inside as well.

First, the new A8 processor is 25% faster and more battery efficient than its predecessor, and an auxiliary M8 motion processor will provide more power efficiency for activity monitoring. The maximum memory for both models has been boosted from 64 GB to 128 GB. With a two-year carrier contract, the 16 GB iPhone 6 will go for $199, the 64 GB model is $299, and the 128 GB version is $399; the 6 Plus will be $100 more at each memory size. The 6 Plus also has more room for a bigger battery and hence longer battery life. Interestingly, Apple has eliminated the 32 GB increment so that first incremental $100 gets you an additional 48 GB rather than the 16 GB boost with earlier models.

The LTE capability has been increased from a maximum of 100 Mbps to 150 Mbps, and for those who travel internationally, it will operate in 20 LTE bands. Voice over LTE (VoLTE) is also supported on both models.

For Wi-Fi, the new models will support the 802.11ac radio link. There are lots of options in ac so we'll have to see how it's implemented, but Apple is claiming the Wi-Fi will operate at three times the current 802.11n devices. Both models will support voice over Wi-Fi, and when used on T-Mobile, they will have the ability to seamlessly transition the call to VoLTE when the user moves out of Wi-Fi range.

Apple has also reversed course on NFC (near field communication) and will introduce its own payment system called Apple Pay using Apple's iTouch fingerprint technology for authentication. For this service Apple has partnered with American Express, MasterCard and Visa, and initial customers include McDonald's, Disney's theme parks and Whole Foods. Mobile payments have been slow to take off in the US, due largely to Apple's reluctance to sign on. This offering might give the idea a jolt and create a new revenue stream for Apple as well.

A lot of what Apple has done with the new models is clearly playing "catch up," but they did add one element that to my knowledge is still unique, a barometric pressure sensor, which will work with activity monitoring applications. However, as we have seen in the past, Apple's decision to get behind an idea, fundamentally changes the prospects for that idea going forward.

The Apple Watch

The big news in the announcement was the Apple Watch, which could very well be the first wearable (other than Bluetooth headsets) that actually generates meaningful sales. With a starting price of $359, the sleek watch comes in a stainless steel, anodized aluminum, and 18 carat gold cases in two sizes (38mm and 42mm), and they will offer six different quick-change straps; the first models will be delivered in early 2015. All are sealed to make them water resistant (though they didn't specify to what depth), and use an inductive charging system with a magnetic charging plate that sticks to the back.

While the watch comes with its own processor and memory, a lot of the capabilities depend on tapping into your iPhone (iPhone 5 or later) for GPS location and cellular/Wi-Fi connectivity. I heard one analyst observe that its inability to work with other manufacturers' smartphones could potentially hurt sales -- huh? Obviously, this guy didn't have a lot of insight into how Apple plays the game. This isn't a generic "peripheral," but yet another well-designed component in an integrated multi-product experience.

The difference between Apple Watch and the smart watches that went before it is design. For navigating it has a color touch screen, but Apple has come up with some features marvelously appropriate for a small display. One is the "digital crown" that looks like a traditional winding stem, but allows you to scroll through lists, select options, or zoom in and out on maps or pictures by spinning it; pressing it in returns you to the home screen. The touch screen itself is also sensitive so it can differentiate between a "tap" and a "press."

To save battery, the watch senses when you raise your arm to look at it and switches on the display. You can move through screens by flicking them to the side, and there is a "Glances" feature where you swipe up from the bottom of the screen and then sweep left or right to see time, local weather, next appointment or other bits of useful data. Like most Apple products, they put a lot of effort into the design, mirrored many of the display features they pioneered with the iPhone, but adapted them for the small form factor.

The Apple Watch also has a sensor that can take your pulse, very useful for fitness and activity monitoring apps. It also has a haptic engine that can "tap" you on the wrist. The tap function can be very unobtrusive of alerting to many kinds of notifications (e.g. calls, texts, Facebook posts, etc.) particularly if you are in a meeting or a movie. In one possibly "creepy" capability, Apple Watch users can communicate with one other by "tapping" each other. Probably the weirdest feature is that you can send your heartbeat to someone and they'll feel it on their wrist!

Apple also has a decent set of applications lined up for launch day. On display were American Airlines' ability to put your gate, departure time and your boarding pass on your wrist; this will work in conjunction with American's iPhone app. Starwood will have an app that allows you to check into any W Hotel with your Apple Watch and then unlock your door by simply waving the watch in front of it. The idea of using NFC as a keyless entry system has been around for a while. BlackBerry was talking about it at Enterprise Connect two or three years ago, but Apple can make it a reality. Honeywell will let you adjust your thermostats and BWM help you find where you parked your car -- and provide directions to get to it.

Conclusion

There have been concerns since Steve Jobs' passing that Apple had lost its mojo. I won't say that Apple has jumped out in front of the pack, but they have demonstrated that they have the most comprehensive vision for their total product line, and the design expertise to deliver on that vision. Apple still has the know-how to merge hardware and software to deliver unique, beautifully designed products that it can sell at premium prices. Apple has no intention of tapping into mass markets, but rather has mastered the art of integrating all of their different products to deliver a superlative overall "Apple experience."

Those whose analytic capabilities are limited to comparing technical specs won't "get it," but Apple has the unique capability to open new possibilities and "delight users;" that's what we're seeing here.