The killer iPhone. How Apple designed its new model to be sweet to customers an vicious to rivals

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 11

Edwards C. and Hesseldahl A.Bloomberg Businessweek, June 2010, Start page 68, No. of pages 2

Describes the technical features built into Apple’s new iPhone from the viewpoint of how Apple approached the design from the viewpoint of competing with other mobile phone manufacturers and pushing the boundaries of the company’s technology. Discusses the five major technical features that Apple have built into the iPhone, comprising: retina display, where Apple aims for exceptionally high display quality; cameras, where Apple decided to increase the overall size of the camera sensor and do more for picture quality than adding megapixels;better screen, where Apple boasts that the iPhone 4’s front and back glass casing is 30 times stronger than plastic; software, where the newly renamed operating system, iOS4 brings multitasking to the iPhone with the ability to organize apps into folders by category, such as sports; and gyroscope, where Apple has added a three-axis gyroscope chip, the first phone to have one, to power a range of new gaming features and navigation apps to help users find their way inside buildings, airports, and shopping malls. Concludes that with details of Apple’s iBooks and iAds, and a summary of Apple iPhone sales over the period, 2007 to 2010 (to date).Article type: ViewpointISSN:0007-7136Reference: 39AR219

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