Rumors here, rumors there and rumors everywhere about Apple products and it gets muddy every day. Buried in the conundrum of mud the prediction that the next batch of iPhones will be thicker than the last – 0.2 mm thicker, to be precise.
If nobody thinks this is big deal, then think again because Apple has poured a lot of design, engineering and manufacturing talent into making devices that are thinner than the competition. They believe being skinny gives them an edge, and they’ve been marketing the hell out of it for years.
But a report from Taiwan’s top Apple analyst is putting an end to that—at least for now. The 'bending' video probably helped hasten that decision.
Asked point blank whether Apple’s obsession with thin had gone too far, the company’s senior vice president for marketing framed thinness as a tradeoff, not a feature.
"If you want a product that’s thicker with a bigger battery it’s also heavier, more costly, takes longer to charge," Apple’s Phil Schiller told Daring Fireball’s John Gruber on Day 2 of Worldwide Developers Conference (WWDC). "We model every thickness, every size, every weight and try to figure out what the tradeoffs are. I think we’ve made great choices there."
According to KGI Securities’ Ming-Chi Kuo, the next iPhone’s added thickness will have less to do with battery life or bendiness than making space for the Force Touch electronics that will be one the new phone’s chief selling points.
It’s just a rumor, but Kuo’s track record on Apple specs is pretty good. He nailed the Apple Watch a year ahead of time, down to its two sizes, sapphire screen, NFC chip and wireless charger.
He also predicted that the iPhone 6s this fall will come in only two sizes: 4.7-inch and 5-inch.
If nobody thinks this is big deal, then think again because Apple has poured a lot of design, engineering and manufacturing talent into making devices that are thinner than the competition. They believe being skinny gives them an edge, and they’ve been marketing the hell out of it for years.
But a report from Taiwan’s top Apple analyst is putting an end to that—at least for now. The 'bending' video probably helped hasten that decision.
Asked point blank whether Apple’s obsession with thin had gone too far, the company’s senior vice president for marketing framed thinness as a tradeoff, not a feature.
"If you want a product that’s thicker with a bigger battery it’s also heavier, more costly, takes longer to charge," Apple’s Phil Schiller told Daring Fireball’s John Gruber on Day 2 of Worldwide Developers Conference (WWDC). "We model every thickness, every size, every weight and try to figure out what the tradeoffs are. I think we’ve made great choices there."
According to KGI Securities’ Ming-Chi Kuo, the next iPhone’s added thickness will have less to do with battery life or bendiness than making space for the Force Touch electronics that will be one the new phone’s chief selling points.
It’s just a rumor, but Kuo’s track record on Apple specs is pretty good. He nailed the Apple Watch a year ahead of time, down to its two sizes, sapphire screen, NFC chip and wireless charger.
He also predicted that the iPhone 6s this fall will come in only two sizes: 4.7-inch and 5-inch.
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