Copyright 2021, Faulkner Information
Services. All Rights Reserved.
Docid: 00021340
Publication Date: 2106
Report Type: PRODUCT
Preview
Despite Apple’s role as an often controversial company, it is
impossible to deny that its iPhone and iPad revolutionized the smartphone and
tablet segments upon their release. Apple may have started on the
path to becoming the largest tech manufacturer in the world years before the
iPhone’s launch with the release of the iPod, but it wasn’t until it entered
the mobile phone market that the company became The Brand to beat. The tech
manufacturer was
far from an overnight success, however. It took years of building its reputation,
continued innovation, and consistent technological leadership to turn Apple’s
products into the source of envy they became. Yet, despite seeming to beat its previous
records with every subsequent generation of devices, Apple finds itself in a
continued battle for supremacy in both the smartphone and tablet categories. For
the first time in its history, Apple has been forced to be a follower, being
driven to adopt the design cues of its rivals in order to meet customer
desires. While Apple has acquitted itself well in this recent transition, it
remains locked in an ongoing struggle to maintain the mobile device dominance it
once accomplished with ease. This report will profile Apple’s mobile device history, its current offerings, primary
competitors, and what the future may hold for the company’s fate in the consumer
electronics market.
This report will be broken into two sections: Smartphones, which will
cover Apple’s iPhone; and Tablets, which will cover the company’s iPad, iPad
Pro, and iPad
mini lines.
Description and Reception – Although it was nothing compared to more recent iPhone launches, the launch of the original iPhone
was very much a success. Consumers that had never laid eyes on an Apple
mobile device lined up for the first generation smartphone and
quickly emptied Apple’s stocks, despite the complete lack of a carrier
subsidy to lower the price. The first generation model carried
many aspects that would become trademarks of Apple’s design philosophy.
Its metal backplate, scratch-resistant glass screen, and rock-solid
construction quickly began building the company’s reputation as a quality
electronics makers. Likewise, the first edition of iOS, which wouldn’t even
earn that name until years later, was already exceeding the capabilities
of Windows Mobile and BlackBerry OS. Many consumers believed they were
seeing the future of cellular phones and, for the most part, they were
right. That is not to say that the device was flawless, however. That
enviable metal backplate reduced its reception, a problem that would
plague later models as well. Not to mention the device’s
"scratch-resistant" screen was often anything but, and was prone
to shattering during drops that wouldn’t have put a dent in a plastic
display. Nonetheless, the launch of the original iPhone served as a firm
foundation for the subsequent generations that would push Apple to where it
is today.
Launch Price – $199 (8GB), $299 (16GB), (reduced to $99 for 8GB with
the release of the 3GS)
Features
Processor – Samsung 32-bit RISC ARM 1176JZ(F)-S v1.0 running at 412
MHz
Memory – 128 MB DRAM
Display – 3.5-inch TN display with a resolution of 480×320 at 163
PPI
Camera – 2 MP rear camera for still images only
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, 3G data
Power – 1,150 mA·h lithium-ion polymer battery
Description and Reception – As noted above, very little
changed internally with the launch of the iPhone’s first updates. The same
processor, RAM, and camera were used as on the first model. However, the 3G moniker
refers to the primary change in this generation, the addition of 3G
connectivity. This significantly increased cellular data connection speeds,
and also provided the device with access to assisted GPS functionality. The 3G
(and identically styled 3GS) may be the low point in Apple’s device design.
Gone was the premium metal backplate, replaced with a more reception-friendly
plastic back and fronted by a plastic bezel. The device did, however, retain
its glass screen, complete with is aforementioned fragility. The 3G was once
again a massive success, largely thanks to the fact that AT&T began
subsidizing the model during this generation, bringing its price down to a
fraction of its predecessors.
Name: Apple Headquarters
1 Infinite Loop
Cupertino, CA 95014
(408) 996-1010 Web:http://www.apple.com/ Type of Vendor: Mobile Device and PC Maker Founded: 1976 Service Areas: Global Stock Symbol: AAPL (NASDAQ)
Launch Date – June 10, 2009
Launch Price – $199 (16GB), $299 (32GB) (later reduced to $99 for
8GB at iPhone 4 launch)
Features
Processor – ARM Cortex-A8 running at 600 MHz
Memory – 256 MB DRAM
Display – 3.5-inch TN display with a resolution of 480×320 at 163
PPI and an oleophobic coating to prevent fingerprints
Camera – 3 MP rear camera capable of VGA video recording at 30
frames per second
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, 3G data
Power – 1,219 mA·h lithium-ion polymer battery
Description and Reception – Physically, the iPhone 3GS was
indistinguishable from the iPhone 3G. However, its internals were much
changed. A 50% faster CPU and double the
RAM gave credence to Apple’s claim
that the "S" in this generation’s name stood for speed. Although
many consumers lamented the fact their brand new device was indiscernible
from last year’s model, most 3GS buyers were very pleased with the increased
performance and additional capabilities of this generation. In a move that
would become a trend for Apple, this device received several updates from
its predecessor to add features that were sorely missed by existing
customers. This included the addition of video recording, a feature which
even non-smartphones had at the time, as well as the subsequent introduction
of multi-tasking, an oft-mocked oversight in previous generations of iOS.
Launch Price – $199 (16GB), $299 (32GB), (later reduced to $99 for
8GB at iPhone 4S launch)
Features
Processor – Apple A4 running at 800 MHz
Memory – 512 MB DRAM
Display – 3.5-inch LCD "Retina Display" with a resolution
of 960×640 at 326 PPI and an oleophobic coating to prevent
fingerprints
Camera – 5 MP rear camera capable of 720p video recording at 30
frames per second, and a 0.3MP front-facing camera for pictures and
video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS or CDMA, 3G data
Power – 1,420 mA·h lithium-ion polymer battery
Description and Reception – The launch of the iPhone 4 was
one of the most tumultuous of any generation for Apple, and its lifetime was one of the most important. The iPhone 4 marked the first time an Apple
device was available on multiple carriers in the US, first on Verizon and
later on Sprint. This growth from its previous AT&T exclusivity massively
expanded the potential customer base for Apple, and resulted in the number of
iPhone users in the US growing by many times during the 2010-2011 period. This
was also the generation when Apple returned to its now trademark industrial
design, with the iPhone 4’s all glass and metal construction. Although this
change gave the device an undoubtedly premium feel and aesthetic, it also
resulted in what may be the most notorious moment for any iPhone device, a
design flaw that came to be known in the blogosphere as "Antennagate."
The name refers to the equally notorious iPhone "death grip," or any
method of holding the iPhone 4 that bridged the gap between the two antennas
comprising the devices outer metal band. The resulting loss in reception
significantly and detrimentally affected the device’s voice and data
capabilities, and eventually forced Apple to offer all iPhone 4 owners a free
case of their choice. The subsequent release of a CDMA version for Verizon
Wireless saw a redesign of the outer band antenna which substantially
alleviated the "death grip" issue.
Launch Price – $199 (16GB), $299 (32GB), $399 (64GB), (later reduced
to $99 for 16GB at iPhone 5 launch)
Features
Processor – Dual-Core Apple A5 running at 800 MHz
Memory – 512 MB DRAM
Display – 3.5-inch LCD "Retina Display" with a resolution
of 960×640 at 326 PPI and an oleophobic coating to prevent
fingerprints
Camera – 8 MP rear camera capable of 1080p video recording at
30 frames per second, and a 0.3MP front-facing camera for pictures and
video chat at 480p
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS or CDMA, 3G data
Power – 1,432 mA·h lithium-ion polymer battery
Description and Reception – Like the iPhone 3GS before it,
the iPhone 4S was an iterative update, bearing an almost identical appearance
to its predecessor. In fact, the 4S was accused by some consumers and
reviewers as being too iterative. The increased processor speed,
enhanced camera, and improved video recording were all well and good, but this
generation had no hardware changes to match the big reveal the iPhone 4’s all
metal and glass design, or the first Retina Display. To combat this lack of a
showpiece, Apple introduced its voice control interface, Siri, with the launch
of the 4S. Although Siri was praised for its impressive voice recognition
capabilities and lauded for its charm, many thought its practical usability
was relatively low and wondered whether users would ever consistently adopt
the practice of talking to their phone in public. Interestingly, iPhone 4
owners were left out of any such concerns. In what was a relatively
unprecedented move, the iOS update that added Siri to
the 4S did no such thing for the iPhone 4. Apple claimed that the earlier
processor would not be capable of running the voice control interface, despite
the fact that much of Siri’s actual processing occurs remotely on Apple’s
servers. The company’s trustworthiness was dealt an additional blow when
several amateur developers released proof of Siri running seemingly without
issues on an iPhone 4. The incident didn’t have anything like the impact of
Antennagate, but it did enhance the image of Apple a company constantly
looking for ways for push users to upgrade their devices earlier and earlier.
Display – 4-inch LCD "Retina Display" with a resolution of
1136×640 at 326 PPI and an oleophobic coating to prevent fingerprints
Camera – 8 MP rear camera capable of 1080p video recording at
30 frames per second, and a 1.2MP front-facing camera for pictures and
video chat at 720p
The iPhone 5 launch went more smoothly than the iPhone 4 launch, but
only just. First and foremost, the device was once again accused of being
too iterative by reviewers and consumers. Although this is nothing new, it
is particularly worrisome for an iPhone update that Apple felt was
worthy of a full number increase. The most obvious change to this
generation is the new, longer Retina Display. Despite protestations from
late Apple CEO Steve Jobs, consumers had shown great interest for screens
larger than the iPhone’s traditional 3.5 inches. Apple’s new CEO, Tim
Cook, wanted to take advantage of this fact by upping the screen size to 4
inches. Although this is still smaller than the
contemporary Android smartphone and "Phablet" devices, Apple
claims the mid-ranged size still allows users’ thumbs to reach the entire
screen while holding the phone securely. Other than the larger screen, the
5th iteration of Apple’s smartphone also returned to a metal backplate, a
choice that likely resulted in far fewer cracked backplates as the result
of drops.
All in all, the most controversial part of the iPhone 5 was the new
proprietary Lightning connector. Although many expected the new port to be
compatible with the industry-standard MicroUSB protocol, it was not. Nor
was
it compatible with the 30-pin connector which Apple has been using since
the launch of the first iPod. This meant that any consumer wishing to use
the device with one of the many accessories designed for the 30-pin
port will have to buy an adapter, which Apple sold for
$29. Considering the large number of devices many consumers use in concert
with their phones, this is not only a large extra outlay, but also may
result in the device no long fitting properly into docking stations and
cradles. Making matters worse is the fact that the Lightning connector
offered very little benefit for consumers over its 30-pin predecessor.
Aside from being insertable with either side facing upward, the port is
essentially identical to the 30-pin’s capabilities.
Display – 4-inch LCD "Retina Display" with a resolution of
1136×640 at 326 PPI and an oleophobic coating to prevent fingerprints
Camera – 8 MP rear camera capable of 1080p video recording at
30 frames per second, and a 1.2MP front-facing camera for pictures and
video chat at 720p
By this point, press and consumers alike knew what to expect from an
"S" generation iPhone update, and the iPhone 5S fulfilled all
of those expectations. The device, like other S models before it, stuck
very close to its predecessors general design. However, for the first
time in an S model, Apple decided to offer new color choices. Instead of
its usual black or white, Apple released the 5S in Gold, Silver, and
Space Grey. Despite the gold color having been the target of much
ridicule at its launch, it was among the first to sell out, and could be
seen selling on eBay for many, many times its original asking price
within days of the phone’s release.
As for hardware changes, there were only two major alterations of
note: a new 64-bit A7 chip and a built-in fingerprint sensor. Although
the new A7 chip runs at the same clock speed as its predecessor, it uses
a 64-bit architecture, a first for any smartphone on the market. Apple
claimed that this made the chip twice as fast as the A6, an assertion
which, if not exactly accurate, is close enough to the truth to keep
most users very happy with their device’s speed. The smartphone’s other
showpiece, the new Touch ID fingerprint sensor, is also a first in the
smartphone market. Apple said it designed the sensor, which is
incorporated into the device’s home button, to give users who were
reluctant to deal with a passcode a way to lock their phones. Early
reviews and criticisms found the sensor to be quite adept at its role of
unlocking iOS, regardless of finger position or moisture levels.
However, like most fingerprint-based security systems, Touch ID can be,
and has been, foiled through the use of a few widely available
materials. nonetheless, the added feature seems to have gained the iPhone line a few more fans among the security-minded set. Apple also
slightly altered the process for producing its antenna bands during this
generation. Although they were still made of the less-sturdy aluminum
materials, the coloration was more deeply ingrained, preventing the base
metal from showing through after even the slightest drops. Lastly, the
5S also brought a new "True Tone" flash which used two separate LEDs to accurately replicated colors in images; and a wider range of LTE
frequencies, allowing singular models to run on many many carriers
around the world.
Prior to the launch of the iPhone 5S, Apple doomsayers were at their
zenith, with half of the tech press predicting an utter disaster at the
launch of the 5S and 5C. However, as usually happens once per year,
Apple proved the more negative voices in the press completely wrong, and
proceeded to sell 9 million units in the two device’s first three days
on sale. It is worth noting that, unlike all previous generations, Apple
had two new devices to generate this level of sales figures.
Unfortunately Apple maintained its usual caginess on what percentage of
sales the iPhone 5S accounted for and what portion the 5C brought in.
But, most pundits and analysts alike agreed that the vast majority of
new sales belonged to the 5S. It may not be as clear-cut a sales figure
win for Apple as the singular statistics for the iPhone 5 were, but, in
any case, Apple once again sold more units than it ever had
before.
Display – 4-inch LCD "Retina Display" with a resolution of
1136×640 at 326 PPI and an oleophobic coating to prevent fingerprints
Camera – 8 MP rear camera capable of 1080p video recording at
30 frames per second, and a 1.2MP front-facing camera for pictures and
video chat at 720p
For the first time in its history, Apple released a second iPhone
model in a single generation. Both the iPhone 5S and 5C were heavily
leaked on the Web prior to their reveal, somewhat dampening the shock factor.
However, the colorful 5C still quickly became the talk of the tech press
on its release, perhaps even more so than its technically superior
sibling. This also marks the first time ever that the iPhone has been
available in the more colorful hues Apple typically reserved for its
iPods. This is thanks to a return to a plastic backplate, not seen since
the 3GS. While Apple decided to stray from its usual preference for
metal and glass, it made a point at the 5C launch event to demonstrate
that the backplate is by no means a mundane bit of cheap plastic. In
fact, an entire video was devoted to demonstrating the multi-stage
process that goes into making every iPhone 5C back, with numerous layers
of colored plastic being overlaid onto a steel frame for both strength
and scratch resistance. The device may have had to field many jokes
about its "C" designation standing for "Cheap," but
few in the marketplace seem to have any trouble being seen with one in
their hands.
Still, not everyone was thrilled with the 5C. The device essentially
replaced the iPhone 5 in Apple’s manufacturing inventory. In fact, aside
from its battery and backplate, the 5C is a near twin to its iPhone 5
predecessor. This likely allowed Apple to save millions of dollars by
reusing manufacturing infrastructure from the iPhone 5, and made it
completely effortless for developers who would not have to tweak their
software to run on two new sets of hardware. However, many tech analysts
believed Apple would go much further in releasing an inexpensive iPhone,
the likes of which had been rumored for months before the launch of the
5S and 5C. What the public got instead was a device that, with or
without a carrier subsidy attached, was still only about $100 cheaper
than its top-of-the-line companion. Essentially, Apple did nothing but
re-color an iPhone 5 and sell it at the same price it would have in any
case.
Display – 4.7-inch LCD "Retina Display" with a resolution of
1334×750 at 326 PPI and an oleophobic coating to prevent fingerprints
Camera – 8 MP rear camera capable of 1080p video recording at
30 frames per second, and 720p slow motion video; with a 1.2MP front-facing camera for pictures and
video chat at 720p
Following years of sticking fairly close to its iPhone 5 design, Apple
finally refreshed the look of its flagship device into something that,
it must be said, most closely resembles the very first iPhone. Early
reception of the design change was largely positive, although some noted
that Apple had taken cues from Samsung and other Android device
manufacturers in including a display with curved glass at the edges and
noted that it closely mirrored the likes of HTC with a unibody metal
construction for its case. While these points were arguable, what was
not up for debate was Apple’s change of heart on the NFC (Near Field
Communication) protocol. This technology, frequently derided by Apple in
past years, was included in the iPhone 6 and 6 Plus to power its new
Apple Pay platform. This mobile payment service offers iPhone users
tap-to-pay functionality at POS terminals which support it, and claims
to provide an extra layer of security against unwanted charges and
identity theft.
Although Apple once again set sales records almost immediately, it
quickly found itself embroiled in a controversy that very nearly reached
the level of "antennagate." The similarly, and some would say tiresomely
named "bendgate" began when a handful of pictures appeared online
claiming to show an iPhone 6 or 6 Plus which, although still functional,
was actually bent slightly around the middle of its casing. The images
were usually accompanied by claims that the smartphone had been in a
rear pocket, and was bent due to the user having sat down on it. Apple
quickly and vehemently refuted these claims, and attempted to provide
evidence that the device would not bend as suggested under anything like
typical daily use conditions. Although the controversy lingered for
several weeks, subsequent tests by third parties showed that the
construction of the iPhone 6 was as strong as or stronger than those of
competing Android handsets, essentially putting the issue to rest.
Figure 10. Apple iPhone 6 Plus
next to an iPhone 6
Display – 5.5-inch LCD "Retina Display" with a resolution of
1920×1080 at 401 PPI and an oleophobic coating to prevent fingerprints
Camera – Optically stabilized 8 MP rear camera capable of 1080p video recording at
30 frames per second, and 720p slow motion video; with a 1.2MP front-facing camera for pictures and
video chat at 720p
The release of the iPhone 6 Plus was something of a concession for
Apple. For the first time, the company had to essentially admit that it
had gotten consumer sentiment completely wrong. While Steve Jobs famously
mocked Samsung and other Android device makers for building handsets with
screens larger than 4 inches, the company was finally forced to concede that
the public did indeed crave a larger screen. Although screen sizes had
been creeping upwards since the launch of the iPhone 5, nothing Apple had
offered to that point could be included in the "phablet"
category. That changed with the launch of the iPhone 6 Plus. While the
device did not include a stylus like its Samsung counterparts, it did bump
the screen real-estate up to 5.5 inches, putting it in line with all but
the largest Android phablets. This size difference was expected to come as
a shock to many Apple users, but it did not stop the handset from selling,
and selling well.
The 6 Plus was, even more than the 6, the target of the "bendgate"
fiasco, but it quickly recovered to become a widely lauded and well
reviewed device. Members of the press and the public alike praised Apple’s
first crack at the phablet category. Although it was nearly identical to
the iPhone 6 internally, the 6 Plus was roundly applauded for its addition
of an optically stabilized camera, as well as a generously larger battery,
providing run times that Android devices with a similarly sized screen
frequently could not match. The success of the 6 Plus quickly and
predictably led most consumers and pundits alike to predict that Apple
would have no fear continuing its forays into the phablet market, with
nearly everyone expecting an iPhone 6S Plus or 7 Plus to follow.
Figure 11. Apple iPhone 6S Plus
next to an iPhone 6S
6S – 4.7-inch LCD "Retina Display" with a resolution of
1334×750 at 326 PPI and an oleophobic coating to prevent fingerprints
6S Plus – 5.5-inch LCD "Retina Display" with a resolution of
1920×1080 at 401 PPI and an oleophobic coating to prevent fingerprints
Camera –
6S – 12 MP rear camera capable of 4K video recording at
30 frames per second, and 1080p slow motion video; with a 5MP front-facing camera for pictures and
video chat at 720p
6S Plus – Optically stabilized 12 MP rear camera capable of 1080p video recording at
30 frames per second, and 720p slow motion video; with a 5MP front-facing camera for pictures and
video chat at 720p
This second generation of Apple’s dual iPhone release made it clear that
the company was planning to continue its practice of launching a standard
handset and a phablet-class device with each subsequent iteration. Like
most "S" generation iPhones the 6S and 6S Plus show relatively
few changes when compared to their predecessors, with the only real updates
having occurred under the hood. As usual, this included an updated
processor, and improved camera, but also added a less typical, for Apple,
memory bump. For the first time the company’s flagship was shipping with 2GB
of RAM, a move which tied closely with an increased focus on mobile gaming
and rich media consumption powered by Apple’s ever-improving graphical
processing technology.
Both devices were generally well-received, with most reviewers’ only
real complaint being the same lack of innovation that all "S"
generation devices tend to suffer from. Although this lack of change was
not as widely panned in previous generations, it seemingly became more of
a thorn in Apple’s side around this time as its main competitors –
including Samsung, LG, Motorola, and other Android phone makers – were
innovating on a yearly basis, if not even more often. With consumers
growing more feature-hungry by the year, and two-year contracts going the
way of the dinosaurs, many in the press began to wonder if Apple could
continue to release a truly new device only once every two years without
losing customers to the more rapidly paced and less stolid Android
competitors.
Launch Price – $399 (16GB), $499 (64GB) at full retail; Installment
pricing varied by carrier.
Features
Processor – Dual-Core Apple A9 running at 1.8 GHz
Memory – 2 GB DRAM
Display – 4-inch LCD "Retina Display" with a resolution of
1136×640 at 326 PPI and an oleophobic coating to prevent fingerprints
Camera – 12 MP rear camera capable of 1080p video recording at
30 frames per second, and 720p slow motion video; with a 5MP front-facing camera for pictures and
video chat at 720p
Simply put, the iPhone SE launched with all of the same internal
components as its contemporary, the iPhone 6S, but encased within the body
of an iPhone 5. This was the smallest device Apple had released since the iPhone 5C, and a more diminutive unit than was available from most major
smartphone makers at the time. The company’s tagline for the device was
even "A big step for small." It should be noted that this was
also the first Apple device to launch into a market where nearly all
two-year carrier subsidies had been eliminated in the US. Although some US
carriers had been phasing them out for years, it was not until 2015
through 2016 that they were made unavailable for most consumers without an
existing carrier subsidy to grandfather them in. Because of this, it could
be argued that Apple chose to launch a smaller – and therefore cheaper – device at this time because of the new wave of consumers paying full
retail price for the first time. There were, of
course, installment plans available, but many
consumers prefer to pay off their devices upfront, making the $400 entry
point for an unsubsidized iPhone considerably more attractive.
Despite Apple’s insistence that the consumer market was still clamoring
for a smaller device by early 2016, the initial reviews and sales for the iPhone SE did not bear up that theory. Critics panned the device for
showing a growing lack of innovation within Apple, while others complained
that Apple could have released a redesigned 4-inch device instead of
simply falling back on the tooling used to produce the iPhone 5. Despite
this, the SE still sold relatively well, at least when compared to its
closest analogue in Apple’s history, the iPhone 5C. However, its lukewarm
reception likely showed that most, if not all, consumers had officially
gotten used to the fact that even "normal-sized" phones were now
sporting screen sizes closer to 5 inches than 4.
Figure 13. Apple iPhone 7 and 7 Plus in their range of colors
Processor – Quad-Core Apple A10 Fusion running at 2.34 GHz
Memory –
7 – 2GB DRAM
7 Plus – 3GB DRAM
Display –
7 – 4.7-inch LCD "Retina Display" with a resolution of
1334×750 at 326 PPI and an oleophobic coating to prevent fingerprints
7 Plus – 5.5-inch LCD "Retina Display" with a resolution of
1920×1080 at 401 PPI and an oleophobic coating to prevent fingerprints
Camera –
7 – 12 MP rear camera capable of 4K video recording at
30 frames per second, and 1080p slow motion video; with a 7MP front-facing camera for pictures and
video chat at 1080p
7 Plus – Optically stabilized 12 MP rear camera
with 2x optical zoom capable of 1080p video recording at
30 frames per second, and 720p slow motion video; with a 7MP front-facing camera for pictures and
video chat at 1080p
The launch of the iPhone 7 and its larger cousin marked what many
consider a low-point in Apple’s innovation history. For the first time, a
full number generation device bore almost no physical differentiation from
its "S" generation predecessor, aside from a reorganized antenna orientation
and some slight modifications to the camera. That said, the internal changes
to the 7 and 7 Plus, when compared to the 6S and 6S Plus, were perhaps one
of the most drastic shifts in Apple’s long history of making iPhones. The
primary reason for this was Apple’s controversial decision to leave out the
3.5mm audio jack that had been a staple of phone design since some of the
earliest flip phones. Instead of having direct access to an audio port, this
meant that users had the choice of employing either Bluetooth headphones or
external speakers, or using the iPhone’s Lightning port for their audio
output needs. For the latter scenario, Apple shipped both models from this
generation with a Lightning to 3.5mm adapter to allow users to keep using
their own audio equipment. While the company promoted the idea that the
missing audio port was removed to make room for a larger battery and
improved waterproofing, many in the press panned the idea due to the fact
that competing phone makers, like Samsung, had managed to accomplish both of
those feats without the removal of what many considered a vital port. Making
matters worse from a public reception standpoint was the fact that the
iPhone 7 could no longer be charged while outputting audio via its wired
connection, at least not without the application of an almost comical number
of adapters and cables.
With the exception of the aforementioned controversy over the 3.5mm
port, the iPhone 7 and 7 Plus were generally well received by the press and
public alike. The 7 Plus was particularly lauded for its new and improved
camera, which included, for the first time, and optical zoom lens capable of
effectively doubling the size of distant objects without the need to apply
digital zoom and degrade the image. However, it must be said that many also
felt the iPhone 7 generation was still an example of Apple holding its
breath in anticipation of its 10th anniversary iPhone launch in 2017, with
some even positing that the iPhone 7 was a design afterthought for a company
focused wholly on a revolutionary redesign for the following year that would
once again bring Apple to the forefront of smartphone design innovation.
Processor – Quad-Core Apple A11 Bionic running at 2.39 GHz
Memory –
8 – 2GB DRAM
8 Plus – 3GB DRAM
Display –
8 – 4.7-inch LCD "Retina Display" with a resolution of
1334×750 at 326 PPI and an oleophobic coating to prevent fingerprints
8 Plus – 5.5-inch LCD "Retina Display" with a resolution of
1920×1080 at 401 PPI and an oleophobic coating to prevent fingerprints
Camera –
8 – 12 MP rear camera capable of 4K video recording at
30 frames per second, and 1080p slow motion video; with a 7MP front-facing camera for pictures and
video chat at 1080p
8 Plus – Same as the iPhone 8 with an additional
second camera featuring a 2x optical zoom telephoto lens and an f/2.8
aperture.
The iPhone 8 and 8 Plus were something of a pair of also-rans from the
start. All of the pre-release hype surrounding their
release was focused squarely on the simultaneously unveiled tenth anniversary iPhone
that the press and public alike expected to be the biggest
change to Apple’s flagship smartphone line in years. These expectations were
confirmed with the reveal of the radically different iPhone X largely
overshadowing the iPhone 8 and 8 Plus. Despite the flashy new iPhone X taking up most of the public’s attention, the iPhone 8’s
iterative but solid design had its fans as well. In a first, it became
apparent that some iPhone users were so used to the nearly identical iPhone
releases that Apple had been relying on for years that they actually
preferred the iPhone 8’s modest changes. Those updates focused
primarily on a slightly faster processor and the addition of a second camera
in the larger iPhone 8 Plus. This was also the first generation where Apple
offered only two storage options: 64GB and 32GB. Despite the storage bump on
the entry level devices, Apple’s pricing stayed largely identical to its iPhone 7 pricing. This was a particularly smart move to appease the
consumers who were purchasing the iPhone 8 instead of the iPhone X because the latter model’s pricing began at $1,000 and rose from
there.
Processor – Quad-Core Apple A11 Bionic running at 2.39 GHz
Memory –
3GB DRAM
Display –
5.8-inch "Super Retina" AMOLED with a resolution of 2436×1125 at 458 PPI and an oleophobic coating to prevent fingerprints
Camera –
12 MP rear camera capable of 4K video recording at
30 frames per second, and 1080p slow motion video; with a 7MP front-facing camera for pictures and
video chat at 1080p with a secondary camera featuring a 2x optical
zoom telephoto lens and an f/2.8 aperture.
Description and Reception – The iPhone X was Apple’s most
anticipated release in several years. Thanks to the usual
leaks, rumors, and pre-release reports, the hype-level for the device reached
a peak not seen since the iPhone 4’s radical redesign. As the tenth anniversary
of the original iPhone approached, everyone seemed to expect Apple to put out a
device worthy of such a milestone, and Apple seems to have done its best to
deliver. The new model diverged greatly from its predecessors, shunning the
physical home button that had been part of its design from the first iPhone in
favor of a series of on-screen gestures. The removal of the home button also
made room for what was perhaps the device’s most well-known aesthetic feature:
the near-complete lack of bezels. Rather than having a large blank area above
and below the screen, the iPhone X was Apple’s first device to extend its
display to the very edges of its front panel. The only exception to this was the
top "notch" that contained the smartphone’s front-facing camera and earpiece.
This design decision, although seemingly mandatory due to hardware requirements,
quickly became the brunt of many critics. Samsung based
a significant portion of its subsequent advertising on teasing iPhone fans about
the notch, despite the fact that nearly every other Android device maker almost
immediately aped Apple’s design, adding notches of their own to subsequent
handsets. Whether the design was beloved or hated was irrelevant to many
potential consumers due to Apple’s decision to price the iPhone X at $999 for
the base model. Whether the premium materials used in the iPhone X and its new FaceID technology warranted this
price tag is debatable. However, the
pricing and Apple’s reliance on its largely untested FaceID facial recognition
technology as a replacement for the long-standing TouchID as the device’s
primary security measure was definitely a risky decision. That said, the iPhone
X would go on to be the best selling iPhone of its generation, proving that
devoted Apple fans were willing to pay even $1,000 for the latest and greatest
smartphone to come out of Cupertino.
XS Max – $1,099 (64GB), $1,249 (256GB), $1,449 (512GB)
Features
Processor – Hexa-core Apple A12 Bionic running at 2.49 GHz
Memory –
XS – 4GB DRAM
XS Max – 4GB DRAM
Display –
XS – 5.8-inch OLED "Super Retina Display" with a resolution of
2436×1125 at 458 PPI and an oleophobic coating to prevent fingerprints
XS Max – 6.5-inch LCD "Super Retina Display" with a resolution of
2688×1242 at 458 PPI and an oleophobic coating to prevent fingerprints
Camera –
XS – 12 MP rear camera with optical zoom, capable of 4K video recording at
60 frames per second, and 1080p slow motion video at up to 240 frame per
second; with a 7MP front-facing camera for pictures and
video chat at 1080p
Description and Reception – The iPhone XS launched as the
typical second-year iterative update to a totally refreshed iPhone, while the XS
Max filled the desires of the crowd that has been clamoring for a "Plus" sized
iPhone since the launch of the iPhone X in 2017. Both devices retained the
trademark notch, for good or ill, with most improvements over their predecessor
only being visible under the hood. Despite the fact that Apple had been
alternating full design refreshes with iterative updates for years at this
point, an unusually large number of people seemed to complain about the iPhone
XS and XS Max design being stale. This may have something to do with the fact
that Apple’s biggest competitors, particularly Samsung, were often provided full
design refreshes on an annual basis. It could also simply be that the smartphone
market, having long ago reached saturation in most of the developed world, was
starved for any form of truly novel design changes. In any case, the iPhone XS
and XS Max did sell relatively well. However, their premium price tag and lack
of any particularly compelling improvements over their predecessors led to the
flagship devices actually being outsold by the iPhone XR which launched at the
same time. That device is covered below.
Processor – Hexa-core Apple A12 Bionic running at 2.49 GHz
Memory –
3GB DRAM
Display –
6.06-inch "Liquid Retina" LCD with a resolution of 1792×828 at
326 PPI and an oleophobic coating to prevent fingerprints
Camera –
12 MP rear camera capable of 4K video recording at
60 frames per second, and 1080p slow motion video at up to 240 frames
per second; with a 7MP front-facing camera for pictures and
video chat at 1080p.
Description and Reception – The iPhone XR launched into a
market that had been begging for a follow-up to the iPhone SE for years. This is
not to say that people wanted the exact same design. Rather, many Apple
customers wanted a cheaper, smaller device with specs that could still compete
with its contemporary flagship model. It is debatable whether Apple hit that
target or not thanks to the $749 starting price on the iPhone XR. However, in a
world where the flagship model begins at essentially $1,000, $749 is about as
affordable as consumers were going to get. Apparently, this reduced price was
compelling enough for consumers to ignore most of the small concession they
would have to accept when purchasing the iPhone XR over the XS or XS Max. Those
concessions included a lower resolution LCD display in place of an OLED panel; a
single rear-aperture camera that could still perform many of the same
photographic tricks thanks to clever software; and 1GB less memory. Considering
the still-excellent performance of nearly every aspect of the device, and the
$250+ in relative savings, it may not come as much of a shock that the iPhone XR,
according to multiple media outlets, outsold the combined efforts of the XS and
XS Max. Despite Apple’s hopes that it could set the new benchmark for smartphone
pricing at $1,000, many consumers apparently still preferred a slightly less
premium device for a slightly more sane amount of money.
Processor – Hexa-core Apple A13 Bionic running at 2.65 GHz
Memory –
4GB LPDDR4X RAM
Display –
6.1-inch "Liquid Retina" LCD with a resolution of 1792×828 at 326 PPI and
an oleophobic coating to prevent fingerprints
Cameras – Dual 12 MP rear cameras capable of 4K video recording at 60
frames per second, and 1080p slow motion video at up to 240 frames per
second; with a 12MP front-facing camera for pictures and video chat at
1080p.
Description and Reception – The iPhone 11 marked the first
generation of iPhone in which Apple applied its "Pro" designation to a
smartphone. This is largely thought to have been in response to the consumer
backlash still reverberating around the jump to the $1,000 price point initiated
by the iPhone X. Rather than marketing its normal flagship as a top-of-the-line
smartphone that costs over $1,000, Apple could now market a $700 phone as its
top-of-the-line unit while adding the "Pro" moniker to its four-figure
smartphones in order to create a perceptible separation that it appeared to
believe would better justify the premium pricing of its most costly units. It is
debatable how well this worked, but the iPhone 11 is, by most accounts, the most
successful device of its generation, outselling the Pro model options by a
considerable margin during most months. Apple’s decision to use brightly colored
backplates also showed somewhat of a nod towards the position of the iPhone 11
as its mid-range device, despite it bearing a flagship-style numerical branding,
unlike the iPhone XR or SE. All in all, this generation marked a shift in
Apple’s pricing and naming strategy, showing its realization that not all
consumers were willing to drop over $1,000 on a smartphone.
Pro Max – $1,099 (64GB), $1,249 (256GB), $1,449 (512GB)
Features
Processor – Hexa-core Apple A13 Bionic running at 2.65 GHz
Memory –
Pro – 4GB DRAM
Pro Max – 4GB DRAM
Display –
Pro – 5.8-inch OLED "Super Retina Display" with a resolution of
2436×1125 at 458 PPI and an oleophobic coating to prevent fingerprints
Pro Max – 6.5-inch LCD "Super Retina Display" with a resolution of
2688×1242 at 458 PPI and an oleophobic coating to prevent fingerprints
Camera –
Pro – Triple 12 MP rear camera array: a f/2.4
ultra wide angle lens with a 120 degree field of view and 2x optical
zoom, a f/1.8 wide angle lens, and a f/2.0 telephoto lens with 2x
optical zoom; with a 12MP front-facing camera for pictures and video
chat at 1080p.
Description and Reception – The iPhone 11 Pro and Pro Max
were the first devices launched with the Pro moniker in the iPhone line. While
many expected such a grandiose designation to come with a more dramatic
redesign, the only physical differentiator that could easily tell an iPhone 11
Pro from its two-year old iPhone X ancestor was its camera array. That array,
which became a meme in and of itself for looking like a stovetop, was the main
focus of most of Apple’s internal upgrades in this generation. Fortunately for
the company, its camera technology was almost universally praised as a major step
forward in smartphone photography, with reviewers consistently praising the
results of iPhone 11 Pro photos as among some of the best they had ever taken
with a smartphone. That said, Apple’s reputation as an innovator was definitely
reaching a nadir with this generation, after its third major release without any
significant redesigns and with the usual next-gen Bionic chip.
Processor – Hexa-core Apple A13 Bionic running at 2.65 GHz
Memory –
3GB LPDDR4X RAM
Display –
4.7-inch "Liquid Retina" LCD with a resolution of 1734×750 at 326 PPI and
an oleophobic coating to prevent fingerprints
Cameras – 12 MP rear camera capable of 4K video recording at 60 frames
per second, and 1080p slow motion video at up to 240 frames per second; with
a7MP front-facing camera for pictures and video chat at 1080p.
Description and Reception – Apple’s second iPhone SE was an
unusual device. At a time when it had been launching phones at over $1,000 every
year, the company suddenly releases a unit that fans of smaller form-factor
devices had been clamoring for years, at a price point that it hadn’t seen
since around the time of the original iPhone SE in 2016. Despite this bargain
basement pricing, Apple still included its, at the time, latest generation A13
Bionic chip, and a more-than-adequate 3GB of RAM with a minimum of 64GB of
onboard storage. The combination proved a highly successful one, garnering Apple
much praise for its pricing and the new iPhone SE’s speedy performance. However,
all that success came with a downside. The company’s ability to price a device
with this much power and current-gen hardware at just $499 led many to begin
wondering what exactly they were paying for when purchasing an iPhone 11 or,
even worse, 11 Pro. Aside from the relative display sizes and camera array
differences, the concessions one needed to make in order to cut the purchase
price of an iPhone from $999 to $399 were, to many, absurdly low. Although many
pointed to the fact that Apple could essentially assemble the iPhone SE out of
leftover iPhone 8 parts and tooling, it did little to alleviate the general
feeling that Apple’s markup on its top-end flagship devices may have gone beyond
the pale. It remains to be seen what effect this realization will have on future
top-end and budget-minded iPhone sales figures.
12 – 6.06-inch OLED "Super Retina XDR Display" with a resolution of
2532×1170 at 460 PPI and an oleophobic coating to prevent fingerprints
12 Mini – 5.42-inch LCD "Super Retina XDR Display" with a resolution of
2340×1080 at 476 PPI and an oleophobic coating to prevent fingerprints
Camera –
12 – Dual 12 MP rear camera array: a standard lens with optical
zoom and an ultra-wide shooter; with a 12MP front-facing camera for pictures and video
chat at 1080p.
Description and Reception – The iPhone 12 and 12 Mini were
Apple’s first generation to support the speedier 5G protocol. This provided
connections rates, in supported areas, of up to 1Gbps in theoretical speeds.
While Apple was somewhat later to the game in adding this feature than most
leading Android manufacturers, it still came into the iPhone line well within
what could be called the infancy of the network protocol in the US. It also
became clear with the launch of this generation that Apple understood the
importance of offering a sub-6-inch and sub-$1,000 iPhone model for each
generation, as it included that size and price within its flagship line this
time around, rather than within a slightly less powerful SE version.
Predictably, the iPhone 12, with its 5G support and reasonable price point, sold
extremely well, and received wide praise for its innovations and usability.
However, it did little to alleviate the growing feeling at the time that Apple’s
design language had reached a period of stagnancy.
Figure 22. Apple iPhone 12 Pro and iPhone 12 Pro Max
12 Pro – $999 (128GB), $1,099 (256GB), $1,299 (512GB)
12 Pro Max – $1,099 (128GB), $1,199 (256GB), $1,399 (512GB)
Features
Processor – Apple A14 Bionic running at 3.1 GHz
Memory –
12 Pro- 6GB DRAM
12 Pro Max – 6GB DRAM
Display –
12 Pro- 6.06-inch OLED "Super Retina XDR Display" with a resolution of
2532×1170 at 460 PPI and an oleophobic coating to prevent fingerprints
12 Pro Max – 6.68-inch LCD "Super Retina XDR Display" with a resolution of
2778×1284 at 458 PPI and an oleophobic coating to prevent fingerprints
Camera –
12 Pro- Triple 12 MP rear camera array: a f1.6
standard lens with optical
zoom, a f2.2 telephoto, and a f2.4 ultrawide; with a 12MP front-facing camera for pictures and video
chat at 1080p.
12 Pro Max- 3,687 mA·h lithium-ion polymer battery
Description and Reception – The iPhone 12 Pro and 12 Pro
Max were also among Apple’s first generation to support the speedier 5G
protocol, but were targeted at power users with deeper pockets. While the CPU
remained the same from the standard model, the 12 Pro line continued the
tradition of bringing improved camera and memory options. This includes a third,
telephoto rear camera, as well as an addition 2GB of RAM (for a total of 6GB).
The larger 12 Pro Max also had one of the largest batteries ever seen on an
iPhone device to power its massive display and 5G radio. The Pro models were,
once again, called out for their relatively lower cost to value ratio, when
compared to their standard offerings. However, they still sold very, very well
for Apple, if at a lower volume than their more budget friendly generational
counterparts.
Display – 9.7-inch LCD with a resolution of
1024×768 at 132 PPI
Camera – none
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS
Power – 25 W·h lithium-ion polymer battery
Description and Reception – Despite many "it’s a giant
iPhone" jokes following the iPad’s initial reveal, the first generation of
Apple’s tablet sold out quickly, and remained a hot ticket item until it was
replaced by its successor. Since the iPad launched as essentially the only
tablet device of its type, there was relatively little to compare it to. That quickly changed when many Android device makers put out
competing offerings. However, much to Apple’s delight, these early offerings were nearly
all of low quality, running upsized smartphone apps, and prone to poor quality
control, mediocre performance, and a litany of other flaws that made
them little or no competition for the iPad. In addition to
this obstacle, the iPad also had to prove that the tablet form factor itself was a
worthy one. While this may seem like a foregone conclusion today, at the time
the iPad launched, many members of the press as well as some consumers wondered
if there was space in the average consumer’s wallet for a device only slightly
more capable than their phone, and significantly less capable than their laptop.
nonetheless, those doubts were quickly allayed by the realization that the iPad could be the perfect couch surfing device, travel movie viewer, and
portable gaming system. Other devices could serve one, or even 2 of these
functions, but none of them could also boast a nearly 10-inch screen and 10 hour
battery life. On top of all that, the iPad launched with relatively inexpensive
cellular data options, allowing those that could not afford a cellular modem
plan to be able to access the Web form anywhere on a larger screen.
Display – 9.7-inch LCD with a resolution of
1024×768 at 132 PPI
Camera – rear-facing camera capable of 720p video recording with VGA
front-facing camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS
Power – 25 W·h lithium-ion polymer battery
Description and Reception – Where the iPad arguably gave
birth to the modern tablet market, the iPad 2 proved its worth as a viable
consumer device form factor. Apple made a wise decision in expanding its
capabilities with an improved processor, double the RAM, and the addition of
both front- and rear-facing cameras for photo and video capture, as well as
Facetime video chat. The new capabilities, enhanced speed, and new iOS
functionality shipping with this generation brought the iPad line much closer to
a full laptop replacement. This had a particular impact on the iPad as a
business device. Although it lost none of its ability as a media consumption and
browsing solution, it gained the sorts of hardware and processing power needed to
allow the likes of Citrix, Cisco, Oracle, and numerous other players in the
enterprise software game to create important applications and Web apps
specifically for the platform. Not only did this increase sales to businesses
and the public sector, but it indoctrinated all those users to the platform,
making them much more likely to make an iPad a part of their daily lives.
Display – 9.7-inch Retina Display with a
resolution of 2048×1536 at 264 PPI
Camera –
rear-facing camera capable of 1080p video recording with VGA front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 25 W·h lithium-ion polymer battery
Description and Reception – The third generation of the
iPad is largely referred to by Apple as "the New iPad," or "iPad with Retina
Display." The focus on the new display is understandable. Although this iPad
received the same improved CPU and Memory bump as its predecessor, Apple knew
that a second round of these types of updates would put the iPad line into the
same "iterative update" rut that the company’s other products are often accused
of falling into. To prevent this, the company launched the third iPad with its
trademark retina display. Although the pixel density it not quite as high as the
iPhone’s Retina screens, the increase in resolution greatly enhanced
the premium appearance of the device, and once again gave the iPad a feature
that none of its competitors could match, at least at the time. This is also the
generation that the iPad received access to Siri and LTE cellular connectivity.
These new features combined to form a statement from Apple that its future
device updates would work in lockstep, with new iPhone features making their way
onto the iPad, and vice versa.
Figure 26. Apple iPad with Retina Display mid-2012 Refresh
Display – 9.7-inch Retina Display with a
resolution of 2048×1536 at 264 PPI
Camera –
rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 25 W·h lithium-ion polymer battery
Description and Reception – Apple’s
late 2012 update to the 10-inch iPad family broke the tradition of only 1 update per
year. This was considered a controversial move by many, due to the fact that
customers that had just 6 months ago purchased a new iPad were now a
generation behind the times. Although it must be said that Apple never
guaranteed its customers that they would be able to remain on the cutting edge
of its tablet line for a full year, the company’s history did give most buyers
confidence in the fact that they would. As for what has changed in this
model – the mid 2012 refresh keeps most of the same stats as its predecessor,
with the exception of its processor, front-facing camera, and charging/data
port. The new A6X processor is the tablet edition of the A6 cpu first
seen in Apple’s iPhone 5. According to the company, this new core would provide "twice the speed," and "twice the graphics
performance" of its predecessor. In addition to upping the front-facing
camera to 1.2MP, the company also added its new, proprietary Lightning port.
This comes with all of the same concerns, and relatively few benefits as the
addition of this port brought to the iPhone 5. It also, once again, makes
nearly all accessories designed for previous iPad generations unusable with
this version without spending an extra $29 for an adapter.
Display – 7.9-inch LCD with a
resolution of 1024×768 at 163 PPI
Camera –
rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 25 W·h lithium-ion polymer battery
Description and Reception – 2012 was the year when
Apple decided to throw several of the late Steve Jobs’ prohibitions out the
windows. Not only did the company launch an iPhone with a 4-inch screen – a
form factor which Jobs famously called "Hummer" phones, and
predicted most people would never want – but it also launched its own
"7-inch" tablet, a size which Jobs believed was too small to get
anything done on. It remains unclear whether this was a statement by then
new CEO
Tim Cook to show that he was stepping out of the legendary CEO’s shadow, or
simply a financial decision based on the success these form factor had brought
Apple’s competitors. In any case, the initial reaction to Apple’s first entry
into the smaller tablet market was mixed, to say the least. Despite being
slightly larger than most competitors at 7.9-inches, the iPad Mini sported a
resolution of 1024×768 at just 163 PPI. The design concept behind this
decision, as well as the use of the A5 system-on-chip core, was to make the
iPad Mini a hardware clone of the iPad 2. This allowed all applications that
have already been designed to support the legacy tablet able to run on the
Mini with no further alteration being needed. While this greatly increases
the number of Apps available for the Mini at launch, the choice
may have harmed Apple in the end when potential buyers were faced with paying $120
more for an iPad Mini than what they would spend on a Kindle Fire HD,
especially when that
device runs at 1280×800 for 216 PPI. This was arguably the first time that Apple launched a new tablet with statistics inferior to those of its
competitors, and will likely prove to be the last time it made that mistake.
Display – 9.7-inch Retina Display with a
resolution of 2048×1536 at 264 PPI
Camera – 5.0 MP rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 8,827 mAh lithium-ion polymer battery
Description and Reception – The
iPad Air represented the largest revamp of Apple’s primary tablet line since
the introduction of the iPad 2. The new form factor was both thinner and
lighter, and featured a design reminiscent of Apple’s contemporary iPhone
offerings. The early advertising for the unit featured the tablet hiding
comfortably behind a standard pencil, highlighting Apple’s focus on marketing
the Air as a compact but fully-featured tablet. The unit was roundly praised
by most consumers and reviewers alike, with very few complaints, and a fair
amount of praise for the enhanced speeds and performance. The few complaints
that were registered against the device were fairly minor, and focused on
things like the lack of a bump in the tablet’s display resolution, compared to
its predecessor, as well as the omission of the TouchID fingerprint sensor
that had debuted several months prior in the iPhone 5S.
Figure 29. Apple iPad Mini with Retina Display (later marketed as iPad Mini 2)
Display – 7.9-inch LCD with a
resolution of 2048×1536 at 326 PPI
Camera – 5.0 MP rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 6,471 mA·h lithium-ion polymer battery
Description and Reception – The
iPad Mini with Retina Display (later marketed as the iPad Mini 2, following
the release of the iPad Mini 3) was something of a course correction for
Apple. While successful, the original iPad mini was frequently panned for
having certain components that seemed inferior to its contemporary
competition. Given Apple’s typical desire to position its devices as leaders
in their field, it was unsurprising that it greatly enhanced its second
crack at a more diminutive tablet. Gone was the sub-par 1080×768 display
found on the original iPad Mini, replaced with a 7.9-inch panel running at
the same resolution as the device’s iPad Air sibling. This provided even
higher pixel density, thanks to the smaller screen size, and offered a
massive bump in visuals compared to its predecessor. Joining the new screen
was a set of internal components that was nearly identical to the iPad Air.
This release showed that Apple had changed the design philosophy of the Mini
line from a model intended to be a budget-friendly option, to a model
targeted at those that want all the power of a 10-inch tablet in a more
portable package. The bump in capabilities attracted even more buyers than
the original iPad Mini, and put the device on the radar of power users that
may have scoffed at previous smaller tablets.
Display – 9.7-inch Retina Display with a
resolution of 2048×1536 at 264 PPI
Camera – 8.0 MP
rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 7,340 mAh lithium-ion polymer battery
Description and Reception – As its name would suggest, the
iPad Air 2 was something of an iterative update. The primary differences between
it and its predecessor could be found in the unit’s technical specs, including a
next-generation processor, double the RAM, and an enhanced 8MP rear-facing
camera. Among the very few exterior changes to the unit was the introduction of
the TouchID fingerprint sensor that many lamented the lack of on the original
iPad Air. Although this was a relatively small addition, it did bring the line
up to speed with the company’s contemporary iPhone models, and aligned well with
the newly enhanced speeds of the flagship tablet. The iPad Air 2 was generally
well received, although many did point to its iterative nature.
Figure 31. Apple iPad Mini 3 in its range of colors
Display – 7.9-inch LCD with a
resolution of 2048×1536 at 326 PPI
Camera – 5.0 MP
rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 6,471 mA·h lithium-ion polymer battery
Description and Reception – To be
blunt, the iPad Mini 3 is almost an exact copy of the iPad Mini 2. It
includes the same CPU, same amount and type of RAM, an identical pair of
cameras, and the exact same battery as its predecessor. The only noticeable
difference between the two devices is the inclusion of the TouchID
fingerprint sensor, which the iPad Air 2 lacked. This does not necessarily
place the iPad Mini 3 as a device that was obsolete before its time. Thanks
to the fact that the Mini 2 included the same level of hardware as the
original iPad Air, that set of internal components held up well enough that,
even one year later, the iPad Mini 3 could still compete with some of the
newest options from other vendors. However, it did leaver potential buyers
hoping for a true upgrade feeling somewhat lacking. Despite releasing a full
year later, the iPad Mini 3 was barely even distinguishable as an upgrade.
Perhaps wisely, Apple continued to sell the iPad Mini 2 after the release of
the follow-up device for a discounted starting price of $299. The price drop
resulted in continued strong sales for the Mini 2, but did little to
persuade users to spend at least $100 more for the inclusion of a
fingerprint sensor that is, at best, a minor convenience.
Display – 7.9-inch LCD with a
resolution of 2048×1536 at 326 PPI
Camera – 8 MP
rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 5,124 mA·h lithium-ion polymer battery
Description and Reception – Apple continued its extremely
iterative updates to the iPad Mini line with the release of the iPad Mini 4.
Unveiled almost as an afterthought at the company’s "Hey Siri" event in
2015, the Mini 4 would replace the Mini 3 while the Mini 2 would remain on
sale at a reduced price. The tablet did feature a range of internal
improvements, including an updated processor, double the RAM, and an
improved camera. External changes were made as well with the iPad Mini 4
being slightly thinner and lighter than its predecessor. However, the Mini
line seemed to be suffering at this point from a general lack of attention
from Apple’s designers. It had not seen a major revamp since its launch and
was moving forward solely on the strength of filling the sub-8 inch category
for tablet buyers.
Figure 33. Apple iPad Pro in its Smart Keyboard cover
While Apple’s iPad had, by this point, long dominated the 10-inch
class and sub-8 inch class of the tablet marketplace, various other
competitors, particularly Microsoft’s Surface line, had come to dominate
the larger 12-Plus inch class. To combat this, Apple created the iPad
Pro, a 12.9-inch device geared at being a laptop replacement tablet.
However, unlike most competing products, including the Surface line, the
iPad Pro did not run a full desktop-class operating system. Rather, it
used a nearly identical version of iOS to the one found on the aging
iPad Air 2. In order to give the tablet a bit of extra oomph
to overcome this disparity, Apple expanded not only the screen size but
also the available input methods supported by the iPad Pro. This
included the launch of two very important accessories: the iPad Smart
Keyboard cover and the Apple Pencil. The former is, to be blunt, a
keyboard cover in the same vein as those which had been made by third
party accessory manufacturers for years. It could replace the on-screen
keyboard for those wanting a more tactile experience and served as a
cover when the device was not in use. While it was nothing innovative,
its launch partner, the Apple Pencil, added a bevy of new capabilities
to the iPad line. Unlike the passive styli which had been produced by
third parties for existing iPads, the Apple Pencil was an active stylus.
This means that it can actively interact with the iPad via wireless
signals providing support for greater accuracy, pressure sensitive
interactions, and a range of other features that were not possible with
a simple, unpowered capacitive stylus. While the Apple Pencil added an
extra $100 or more to the price of the tablet, as it was sold separately,
it was quickly adopted among the art community, especially among those
looking for a portable alternative to the more traditional pen-input
monitors from makers like Wacom. That said, it should be noted that all
Surface devices from Microsoft at the time included a stylus that
was on par with or superior to the functions and sensitivity provided by
the Apple Pencil.
While the general reception among the public for the features included
in the iPad Pro were strongly positive, there were two complaints that
kept popping up: its high cost and relative lack of portability. To
alleviate these issues, Apple released a second, 9.7-inch version of the
iPad Pro just over six months after its initial launch. This model
differed not only in screen size but also in some of its internal
components. For example, it included half of the RAM of its larger
counterpart, as well as a smaller battery. However, these drawbacks came
at the benefit of a $200 or more price cut when compared to the same
storage tier of the larger model. Because of the price drop and extra
portability, the 9.7-inch model of the iPad Pro received even more
positive reviews among the public and professionals alike, with many
calling it the best iPad that Apple had ever produced.
Figure 34. Apple iPad (2017) in its range of colors
Display – 9.7-inch Retina Display with a
resolution of 2048×1536 at 264 PPI
Camera – 8.0 MP
rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 8,600 mAh lithium-ion polymer battery
Description and Reception – In 2017, Apple once again
pulled its trick of leaving behind generational and expanded names in favor of
releasing a product with the same branding as its original predecessor. The
simply titled iPad may have been appropriately named as it served as a sort of
new beginning for the standard-sized iPad line. Unlike previous generations, it
was now clear that Apple did not necessarily see the standard iPad as needing to
be bleeding edge in all aspects of its build. Its internals bore little
differentiation from the years-old iPad Air 2, while its external appearance was
nearly identical. It seemed at this point as if Apple was positioning the iPad
as a mid-range tablet, with its iPad Pro line taking up the old iPad’s place as
the high-end computing slate that Apple expects to appeal to power users and
those wishing to replace a laptop in their productivity cycle. This was also
reflected in the launch pricing of the 2017 iPad, which was, for the first time,
available for less than $400 for its entry-level model. It was this change that
earned the iPad (2017) its greatest praise, with many reviewers noting that
Apple was finally competing with the likes of Samsung and Amazon on a similar
pricing scale. However, like the iPhone 7, the iPad (2017) was also seen by many
as a placeholder, with a more radically redesigned iPad expected to make its
debut before year’s end.
Figure 35. Apple’s "New" iPad in its Range of Colors
Display – 9.7-inch Retina Display with a
resolution of 2048×1536 at 264 PPI
Camera – 8.0 MP
rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 8,600 mAh lithium-ion polymer battery
Description and Reception – Apple chose to once again name
its 2018 iteration of the iPad simply "iPad" or, in some marketing channels "the
New iPad." This made some sense as the device, externally and internally, was
nearly identical to its recent predecessors. However, the real showpiece of this
edition was the fact that it was the first iPad in the standard
line to be compatible with the Apple Pencil, the company’s pressure-sensitive
stylus. This compatibility was previously reserved for the much more expensive
iPad Pro line, putting the use of the stylus out of the budgets of many
consumers. While this newly enhanced capability proved popular with consumers in
general, it seemed to strike a particularly strong chord with the education
market, which Apple targeted very directly with this release. Not only was the
2018 iPad marketed as a great tool for homework and students in general, but
Apple also introduced a discounted pricing scheme for this generation of the
iPad for students and educators alike. This additional discount could drop the
device to $300 per unit or below, making it somewhat more affordable. It should be noted that the Apple Pencil was still a separate purchase
of $100 at the time of this iPad’s launch.
Display – 11-inch Retina Display with a
resolution of 2388×1668 at 264 PPI or a 12.9-inch Retina Display with a
resolution of 2732×2048
Camera – 12 MP
rear-facing camera capable of 1080p video recording with 7MP front-facing
camera for video chat and portraits
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 7,812 mAh lithium-ion polymer battery (11-inch) or a 9,720
mAh lithium-ion polymer battery (12.9-inch)
Description and Reception – Although Apple opened the
use of its press-sensitive Apple Pencil to the lower tier of its iPad line
earlier in 2018, it had no intentions of abandoning the high-end tablet
users it had original targeted with the device. The company once again
produced an iPad Pro model that was not only the first true refresh the line
had ever seen, but also an extremely premium-looking and feeling tablet. It
was widely praised for its smaller bezels, faster refresh rate display
(120hz), and compatibility with an improved version of the Apple Pencil,
which could now be charged by magnetically connecting to the side of the
tablet. This was also the first iPad Pro to add support for FaceID, allowing
it to shed its home button as the company had done with the iPhone X line. However, as with most
Apple products, the new iPad launched with some controversies. The chief
among these was the choice to switch from the long-used Lightning connector
to a USB-C port for charging and data. While the switch made the device more
universally compatible with many peripherals, it also eliminated built-in
compatibility with many more that had been designed specifically for the
iPad models using a Lightning connector. As usual, Apple’s solution was an
array of dongles and adapters that disgruntled many. Otherwise, some
questions also arose over the device’s seeming fragility, with many bend
tests showing a shockingly small amount of force could deform the device.
However, the issue was not severe enough to illicit any major response from
Apple, and the iPad Pro remained a successful entry into the company’s
premium end of the tablet market.
Figure 37. Apple’s iPad Air (2019) with Apple Pencil and Keyboard Case
System-on-Chip – Apple A12 Bionic with an Apple M12 Motion Co-Processor
Memory – 3 GB DDR3 RAM
Display – 10.5-inch Retina Display with a
resolution of 2224×1668 at 264 PPI
Camera – 8.0 MP
rear-facing camera capable of 1080p video recording with 7MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 30.2 Wh lithium-ion polymer battery
Description and Reception – Apple revived its long dormant
iPad Air line in 2019, once again restarting its naming convention by releasing
an un-numbered refresh. The 2019 edition of the iPad Air was positioned as
something of a half-step between the more budget-minded iPad and the iPad Pro.
It shared both devices’ abilities to use the Apple Pencil, and the Pro’s ability
to use a wider range of keyboard peripherals. However, the tablet did come with
several concessions, such as using the same rear camera that had been included
with the previous iPad Air all the way back in 2014. That said, the device
bumped its internal CPU up to nearly the same unit powering the most recent iPad
Pro at the time, giving it ample power to complete nearly any tasks that could
be asked of a tablet. While the iPad Air refresh would not revolutionize
the market, it did launch into a fairly large price gap between the then-$300 iPad
and $800 iPad pro, providing a more precise option for those with moderate
needs.
System-on-Chip – Apple A12 Bionic with an Apple M12 Motion Co-Processor
Memory – 3 GB DDR3 RAM
Display – 7.9-inch Retina Display with a
resolution of 2048×1536 at 326 PPI
Camera – 8.0 MP
rear-facing camera capable of 1080p video recording with 7MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 19.32 Wh lithium-ion polymer battery
Description and Reception – 2019 seemed to be the year that
Apple decided to dust off all of its old iPad lines, with the company also
launching a revamped iPad Mini. The device was released with unusually little
fanfare, simply showing up on Apple’s online store one day. Despite its
inauspicious beginnings, the 2019 edition of the iPad Mini was a very capable
device from a hardware perspective. It included essentially the same internal
components as the iPad Air above, in a smaller 7.9-inch form factor. By this
point, some critics believed tablets under 10 inches to have been largely
obviated by the introduction of smartphones that frequently pushed the 7-inch
screen size themselves. However, there was still a market for relatively
pocketable tablets, as the iPad Mini received a fair amount of praise for
bringing back a form factor that had not seen any attention from Apple since
2015.
Display – 10.2-inch Retina Display with a
resolution of 2160×1620 at 264 PPI
Camera – 8.0 MP
rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 32.4 Wh lithium-ion polymer battery
Description and Reception – Apple’s late
2019 iPad refresh came as part of the company’s growing strategy of positioning
the iPad line, even its most budget-friendly model, as a replacement for a
laptop computer. This was thanks in large part to the introduction of keyboard
covers and Apple Pencil support for all iPad models, even the standard iPad.
With this functionality, and with upgrades to iPadOS that occurred around this
time, the tablet gained capabilities such as support for external pointer
devices, a more comprehensive file management system, and more. Combined
with the extremely low, for Apple, $329 entry point, this model would
prove extremely attractive to young students and parents seeking a less costly
option for their children while still wanting hardware that could allow the
child to get real work done.
Figure 40. Apple’s iPad Pro (2020) with Magic Keyboard Case
Display – 11-inch Retina Display with a
resolution of 2388×1668 at 264 PPI or a 12.9-inch Retina Display with a
resolution of 2732×2048
Camera – 12 MP
rear-facing camera capable of 1080p video recording with 7MP front-facing
camera for video chat and portraits
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 28.65Wh lithium-ion polymer battery (11-inch) or a 36.71Wh lithium-ion polymer battery (12.9-inch)
Description and Reception – Apple’s 2020 iPad Pro
refresh was part of its aforementioned attempt to squarely position the iPad
line, at all tiers, as a laptop replacement option. This was more apparent
than ever with this generation thanks to its introduction of the companion
Magic Keyboard Case. This peripheral included a Magic Trackpad and keyboard
in a hard shell that could be used to tilt the iPad itself to nearly any
angle the user desires, creating something very much like a touch-enabled
laptop device. Combined with the Apple Pencil support sported by the iPad
Pro line since its inception, this design was the closest thing yet Apple
has released to a touchscreen MacBook. That said, there were still those
that panned the company for being unwilling to just take that final leap and
converge its iPad and MacBook lines in order to create a singular device
that truly served the purposes of both. However, the reception for this unit
was largely positive, with many reviewers praising the device’s bigger
battery, higher refresh rate display, and lower prices for the higher
storage tiers that many would need in order for it to serve as a true laptop
replacement.
Display – 10.2-inch Retina Display with a
resolution of 2160×1620 at 264 PPI
Camera – 8.0 MP
rear-facing camera capable of 1080p video recording with 1.2MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth, GSM/UMTS, LTE
Power – 32.4 Wh lithium-ion polymer battery
Description and Reception – Apple’s late
2020 iPad refresh was one of its most iterative updates ever. Essentially the
unit was identical to its 2019 counterpart, with the exception of the updated
A12 Bionic 12 chip replacing the A10. Like its predecessor, it sported Apple
Pencil support and available keyboard options. Apple also retained the same $329 entry point,
once again positioning this model this model as being geared towards young students and parents seeking a less costly
option for their children.
Display – 10.9-inch Retina Display with a
resolution of 2360×1640 at 264 PPI
Camera – 12 MP
rear-facing camera capable of up to 4K video recording with 7MP front-facing
camera for video chat
Connectivity – Wi-Fi, Bluetooth 5, GSM/UMTS, LTE
Power – 28.6 Wh lithium-ion polymer battery
Description and Reception – Apple’s 2020
iPad Air update completely repositioned the line as the company’s new mid-range
model. To note this change, Apple borrowed from the iPad Pro’s aesthetic,
redesigning the Air to have the same flat sides and back, as well as the same
support for optional Apple Pencil and Magic Keyboard use. For a time, the iPad
Air was also the fastest tablet in Apple’s lineup, debuting the company’s A14
Bionic chip, an upgrade to the A12X still used in the iPad Pros available at the
time. Despite the redesign and premium upgrade, users could still purchase the
device for not much more than what a traditional iPad would have cost them
several generations earlier. This cemented the three-tier iPad strategy that the
company had been moving toward for several years, and provided what most members
of the press saw as a welcome range of iPad options for shoppers with various
budgets and use cases.
Figure 43. Apple’s iPad Pro (2021) in Two Colors, with Magic Keyboard Case
Power – 28.65Wh lithium-ion polymer battery (11-inch) or a 36.71Wh lithium-ion polymer battery (12.9-inch)
Description and Reception – Apple’s 2021 iPad Pro
refresh was one of its most impressive, and also one of its most
controversial. The debut followed on the heels of the company’s reveal of
its first in-house SoC, the Apple M1 chip. This combined chip made
shockwaves across the PC industry when it was revealed due to its ability to
produce benchmark scores well in excess of all but the highest-end desktop
alternatives from PC makers, all while consuming little enough power to be
placed in Apple’s updated MacBook Air line. This exceptional feat let many
to crown Apple’s chip as a landmark moment in CPU design, despite
limitations like soldered-on RAM and storage. However, when that same chip
made its debut in the iPad Pro line, many began to wonder what the point
was. Certainly, the ultra-powerful hardware provided exceptional performance
and battery life, but so too did the previous A14 Bionic chip shipped with
Apple’s prior iPad Air release. Since the iPad OS was still very
lightweight, when compared to a desktop OS like MacOS or Windows, a large
portion of reviewers determined that the inclusion of an M1 core in the iPad
Pro was just overkill, with few or now apps on the platform actually being
able to make use of its capabilities. Making matters worse was the
significant price jump the chip produced in many configuration options of
the latest iPad Pro. Essentially, some users were worried that they were
being made to pay for technology they were never even going to use to its
full potential. That said, the iPad Pro update was undoubtedly one of the
most powerful tablets ever created, and was still poised to sell
impressively, at least to those at the very top end of the tablet user
market.
This section will be split into two
segments: smartphones and tablets. Each section will profile several aspects of
its given device form factor and will compare the offerings from several
companies.
Smartphones
Unlike Apple’s iOS, every other smartphone platform includes many, many models on sale at any
given time, all of which have varying specifications, features, and
capabilities. It would be impossible to compare each and every one of these, and
any list of that type would be almost immediately obsolete.
Instead, this section will take one representative device from iOS as well as
two Android devices and compare various aspects of each.
The devices examined here will include Apple’s iPhone 12 Pro, Google’s Pixel 5, and Samsung’s Galaxy S21. Each of these is among the
latest, most fully featured handsets available for their respective mobile
platforms. Each is also widely considered to be a flagship device for its manufacturer
and mobile operating system.
Although the iPhone 12 Pro Max is just as important as its more diminutive counterpart, the parity between its
internal components and those within the iPhone 12 Pro make the following
comparisons valid for all related smartphones.
App and Media Store
Apple iPhone 12 Pro – Apple was the first company to launch an
app store available from a smartphone and it shows in the selection. The company
currently boasts approximately one million available applications.
Although Apple is generally considered to rule
the App market, it’s music, book, and video stores are another matter. The company can
stand toe-to-toe with Google and Amazon on the music front, but its past use of
DRM and proprietary formats have turned many off of purchasing music from iTunes.
Similarly iTunes’ video selection is not generally considered to be on par with
Amazon’s and does not offer any free streaming component. Finally, the iBooks
e-book store is usually more expensive for the same title than Amazon’s Kindle
Book store.
Google
Pixel
5 –
The latest official Google Android device includes access to the OS maker’s
Google Play store, which includes around 2 million apps; more than five million books, a significant portion of which are free;
"thousands" of TV shows and movies; and tens of thousands of
songs.
Samsung Galaxy
S21 – Samsung’s
flagship handset also includes access to Google Play, with
all of the same capabilities as the Pixel.
Screens and Dimensions
Apple iPhone 12 Pro
– The iPhone 12 Pro features a 6.06-inch OLED "Super Retina Display" with a resolution of
2,532×1,170 at 458 PPI. It uses an oleophobic coating to help prevent
fingerprints and a capacitive touch panel for multi-touch input support. The
device’s overall dimensions are 147×71.5×7.4 mm or 5.78×2.81×0.29 with a weight of
6.7 oz. The more sizable 12 Pro Max features a 6.68-inch LCD "Super Retina Display" with a resolution of
2778×1284 at 458 PPI. Its dimensions are 161x78x7.4mm or 6.33×3.07×0.29 inches
with a weight of 8.0 oz.
Google Pixel 5 – The Pixel 5 includes a 6-inch diagonal display
running at a resolution of 2340×1080 for 432 PPI. The dimensions of this handset
are 144.7×70.4×8 mm or 5.77×2.77×0.31 inches with a weight of 5.33 oz.
Samsung Galaxy
S21 –
The Samsung Galaxy
S20 includes a 6.2-inch diagonal display with a resolution of 2400×1080 at 421 PPI. The
device’s dimensions are 151.7×71.2×7.9 mm or
5.97×2.82×0.31 inches with a weight of
6 oz.
Local and Cloud Storage
Apple iPhone 12 Pro
–
Apple’s iPhone 12 Pro
comes in three capacities: 128GB,
256GB, and 512GB.
It does not offer any form of expandable storage. Apple
provides free cloud-based storage for all content purchased from its stores. The
company also offers a service called iTunes Match, which searches the company’s library
for music files identical to those the user owns, which are then made available
via the cloud to all of the user’s devices. This service incurs an additional
fee and does not support any other content but music files. Apple
also offers cloud-based storage services via its iCloud offering for an
additional fee.
Google Pixel 5 –
The Google Pixel 5 comes in a single 128GB version. It does not provide any
form of expandable memory. Like Apple, Google
offers free unlimited cloud storage for all content
purchased from Google Play, as well as an additional 5GB worth of all-purpose
storage via the company’s
Google Drive offering.
Samsung Galaxy S21 – The Galaxy
S21 is available in a 128GB and 256GB storage sizes. It does, however, provide MicroSD
card storage.
Its cloud storage capabilities are identical to the Google Pixel 5. In addition
to this, Samsung offers its Media Hub service which allows users to stream
content from their home PCs to their devices, potentially increasing media
storage exponentially.
Ports and Hardware
Apple iPhone 12 Pro
– The iPhone 12 Pro
uses Apple’s proprietary Lightning connector for
charging, data, audio output ,and video output capabilities. The device does not include a 3.5mm
stereo jack for headphones or external speakers. The latest iPhone also
includes Three 12MP still/4K video cameras in the rear,
and 12MP front-facing camera for video chat.
Google Pixel 5 –
The Pixel 5 uses a USB Type-C connector for data and charging. The device does not
include a 3.5mm stereo jack for headphones or external speakers. The handset’s rear camera
array includes a 12.2MP and 16MP still/4k video recording lenses, with a front-facing
8MP camera for video
chat.
Samsung Galaxy S21 – The Galaxy
S21 includes a USB Type-C port for charging, data, and
video output. The device does not include a 3.5mm stereo jack for
headphones or external speakers. It also includes a trio of rear cameras (12MP
wide angle, 12MP ultrawide, 64MP telephoto), and a 10MP front camera.
Browser
Apple iPhone 12 Pro – The iPhone 12 Pro uses the
smartphone version of Apple’s Mobile Safari. It includes features
such as multi-tab browsing, an article-styled reading mode, and syncing between iOS devices.
Google Pixel 5 – The Pixel 5 uses
the mobile version of Google’s Chrome browser. This is arguably the most fully
featured of the bunch, with nearly all of the functionality of its desktop
counterpart except for plug-ins. The browser is also capable of syncing with
the user’s desktop Chrome installation to transfer passwords, bookmarks, autofill data, history, and other personal info
Samsung Galaxy S21 – The
browsing options on the Galaxy S20 are identical to those found on the Pixel.
Tablets
The following section profiles the
features of the iPad family of devices in comparison with the flagship
offerings of Apple’s closest competitors. Since it would be unfair to compare a
7-inch device with a 10-inch one, this section will be broken into two
categories:
7 to 7.9-inch tablets and 8 to 12.9-inch tablets. Although factors may differ
significantly between mobile devices, the compared products were chosen based on
a amalgam of price, screen size and type, operating system, and their ideal
usage, among other things.
7- to 7.9-Inch
Tablets
Although Apple was a late entrant into this segment of the tablet
marketplace, it has come to be a major play in this space, if not the undisputed
leader. While Apple’s offerings carry with them a fairly standard Apple pricing
premium, the category largely gained its early popularity thanks to the lower
price point of the units within it. Those wishing for a device larger than a
smartphone but unwilling to spend the $500+ most 10-inch tablets cost have
frequently found a home within this form factor, thanks to models retailing for
$200 to $400. This section will focus on the current flagship offerings from
Apple, Amazon, and Samsung. Although Google has offered tablets in this
category, it has since moved away from the product category entirely.
App and Media Store
Every tablet on this list comes pre-loaded with access to one or more app and
media stores. While the hardware is at least half the package when choosing a
tablet, the actual uses that tablet can be put to is decided almost entirely by
the software. Although some may expect the app and media offerings for these
competing tablets to be similar, since all of them, excepting the iPad Mini,
are based on the Android operating system, they actually vary greatly. With this
in mind it is important to examine what is available in the official stores on
each of these devices and how those selections compare to each other.
Apple iPad Mini – Apple was the first
company to launch its own app stores, and it shows in the selection. The company
currently boasts nearly a million available applications,
almost all of which have been formatted to work natively on the iPad Mini screen.
The parity in resolution between the smaller and larger iPad models makes it
easy for developers to design their apps for a single set of pixel dimensions.
Although Apple is generally considered to rule
the App market, it’s music, book, and video stores are another matter. The company can
stand toe to toe with Google and Amazon on the music front, but its past use of
DRM and proprietary formats have turned many off of purchasing music from iTunes.
Similarly iTunes’ video selection is not generally considered to be on par with
Amazon’s, and does not offer any free streaming component. Finally, the iBooks
e-book store is usually more expensive for the same title than Amazon’s Kindle
Book store.
Amazon Kindle Fire 7 – The Kindle Fire
7 has access to the Kindle Book Store, Amazon Instant Video, the Amazon App Store
for Android, Amazon’s full catalogue of MP3s, and various streaming video
services from Amazon. The online retailer currently places their selection at
more than 40 million books, songs, movies and TV
episodes, and a selection of apps which includes popular titles such as HBO Go, Netflix, Hulu Plus, Facebook, Skype, and more.
Amazon has also extended their Whispersync to
other forms of media on the Kindle Fire 7. This means that any movie purchased
or streamed from the site will retain the spot where the user left off when
switching between devices, just like a Kindle e-book.
In addition to the selection of videos available
for purchase, Amazon also offers its Amazon Prime Video service. Amazon Prime
members (a $119/year subscription with several other benefits) receive access to
"thousands" of movies, TV shows, and other programming, at no
additional cost.
It should be noted that, although Amazon’s Kindle
Fire operating system is, in fact, a highly customized version of Google’s
Android, the unit does not have access to Google Play. This means that, although
the device may be entirely capable of running apps from Google Play, users will
not be able to download them without making unauthorized alterations to their
device, and possibly voiding their warranty. Amazon’s App Store for Android does
have a large, and ever-growing selection, but it does not match Google Play in
sheer size.
Samsung Galaxy Tab A – Like all of the other
tablets here, excepting the iPad Mini, the Galaxy Tab line is based on the
Android operating system. However, unlike the Kindle Fire, the Galaxy Tab 3 has
access to both its own manufacturers app store and Google
Play. Google Play provides consumers with access to an estimated 2 million apps;
more than 5 million books, a significant portion of which are free; "thousands"
of TV shows and movies; and tens of thousands of songs.
Meanwhile, Samsung’s own app store, simply called Samsung Apps, is available via
the Web, from the Galaxy Tab A itself, and from a variety of Samsung’s "smart
devices." The presence of this app stores on other devices is unique to
Samsung’s offerings, and provides the potential for applications which can
interface with other Samsung products, including its DVD and Blu-Ray players,
Internet connected televisions, and other consumer electronics.
Screens and Dimensions
Apple iPad Mini – The iPad Mini uses a
7.9-inch diagonal display, the largest of the group, running at 2048×1536 with a
pixel density of 326 ppi. The Mini’s display uses a capacitive panel, which supports multi-touch
and Apple Pencil. The
tablet’s overall dimensions are 203×135×6
mm or 7.9×5.30×0.30 inches with a weight of 0.66lb for the Wi-Fi version
and 0.68lb for the Wi-Fi+ cellular model.
Amazon Kindle Fire 7 – The Kindle Fire 7’s display is a 7-inch diagonal 1024×600
panel at 171 PPI with a polarizing
filter and anti-glare technology. The device uses a capacitive touch interface,
and provides multi-touch capabilities in apps that support it. The dimensions of
the unit are 152×115×9.6 mm or 7.6×4.5×0.4 inches with a weight of 10.oz.
Samsung Galaxy Tab A7 – The Galaxy Tab A7 uses an 7-inch diagonal display with a resolution of
2,000×1,200 at 320 PPI. The device uses a capacitive touch panel, and
supports multi-touch input. The device’s dimensions are 187x108x9mm or 9.75×6.20x.0.28 inches with a weight of
0.61lbs.
Local and Cloud Storage
Apple iPad Mini – The iPad Mini now comes in
a 64GB and 256GB version. It does not offer any form of expandable storage.
Apple shows little difference from the other companies in this section, and also
provides free cloud-based storage for all content purchased from its stores. The
company offers a service called iTunes Match, which searches the its library
for music files identical to those the user owns, which are then made available
via the cloud to all of the user’s device. This service incurs an additional
fee, and does not support any other content but music files. Apple
also offers cloud-based storage services via its iCloud offering for an
additional fee.
Amazon Kindle Fire 7 – Amazon’s Kindle
Fire HD 8 comes in 8GB or 16GB storage sizes. However, unlike previous models
in this, from Amazon, the unit does offer a MicroSD card slot, allowing for its
storage to be expanded up to 256GB. Amazon offers
everyone, including Fire owners free unlimited cloud storage for all content
purchased from them, as well as the first 250 songs uploaded by the user. The
company also provide 5GB of free space for any other content uploaded by the
user, with additional space available for a fee.
Samsung Galaxy Tab A – The Galaxy Tab A comes with 8GB of storage. It includes a MicroSD
card slot, which can add up to an additional 256GB of storage to the tablet. The
Galaxy Tab A also gains access to Google Drive thanks to its relatively
non-customized Android operating system. Customers can also access Samsung’s
Media Hub, a cloud streaming service accessible from all of Samsung’s modern
Internet connected devices which streams their media from a home PC.
Ports and Hardware
Apple iPad Mini – Apple’s iPad Mini includes the company’s proprietary Lightning connector for data, charging,
and video output, as well as a 3.5mm stereo jack for headphones and external
speakers. The iPad Mini also features an 8MP rear-facing camera capable of
1080p video recording, and a 7MP front-facing camera for video chat.
Amazon Kindle Fire 7 – The Kindle Fire
7 includes a MicroUSB port for charging and data. It also
includes a 3.5 mm stereo jack for headphones or external speakers, as well as a
rear 2MP camera and a
front-facing 0.3MP camera for picture taking and video chat.
Samsung Galaxy Tab A – The Galaxy Tab S3 includes a proprietary microUSB port for charging and data, a 3.5mm stereo jack
for headphones and external speakers, and a MicroSD card slot. It also has a 5 MP rear-facing camera for pictures and video, as well as a
2MP front-facing
camera.
Browser
Apple iPad Mini – The iPad Mini uses the
same version of Mobile Safari found on the full-sized iPad. It includes features
such as multi-tab browser, an article-styled reading mode, and syncing between iOS devices.
Amazon Kindle Fire 7 – The Kindle Fire
7 uses Amazon’s own Silk browser. The app’s defining feature is the server-side
rendering, which is designed to load Web pages significantly faster by rendering
their content on one of Amazon’s servers rather than on the device
itself.
Samsung Galaxy Tab A – The Galaxy Tab A ships with the mobile version of Google’s Chrome
browser.
Accessories
Apple iPad Mini – Apple offers a smaller
version of its Smart Cover for the iPad Mini, as well as a selection of data and
video out cables made for the Lightning port.
Amazon Kindle 7 – Amazon offers a
selection of cases and covers for the Kindle Fire 7, as well as stands, skins,
screen protectors, styli, video-out cables, and decals. The company has also
launched a new PowerFast Charger which is designed to
charge the Kindle Fire 7 to full capacity in under 4 hours.
Samsung Galaxy Tab A – Samsung offers a
variety of charging and data cables, car chargers, a keyboard and standard dock,
and a selection of styli for the Galaxy Tab A.
8- to 11-inch Tablets
This section includes the Apple iPad (2020), Amazon Kindle Fire
HD 10, and Samsung Galaxy Tab A 7.
App and Media Store
The available selection in the app and media
stores for all of these tablets is essentially identical to those mentioned
earlier for the sub-8" models, with a few exceptions. The same factor of
whether or not a given app was designed for the screen resolution of that
particular device, or is being resized is still very much in play. As before,
stock versions of Android tends to suffer the worst from this issue, with most apps on Google play
having been designed for smartphone resolutions. On the other end of the
spectrum is Apple, which consists almost entirely of apps with versions designed
for their iPad’s Retina display.
Music files are, of course, universal, while
video files in all cases will be resized to fit to the device in question. The
quality of the video will be affected by the resolution of the device’s screen,
but is also heavily influenced by other factors such as the original source,
what file type is being played, whether the video is being transcoded, how
compressed the file is, and too many other factors to list here. All in all, any
video file purchased from a first-party media store, or streamed from a support
should function very well.
Screens and Dimensions
Apple iPad (2020)- The current generation iPad
uses Apple’s latest 10.2-inch diagonal Retina display, which has a native
resolution of 2160×1620 for 264 PPI. Apple was among the first companies with
multi-touch and capacitive touch panels, both of which are still featured on the
current iPad, as is support for the Apple Pencil stylus. The device’s dimensions are 250x174x8 mm or 9.87×6.85×0.30 inches
with a weight of 1.07 lb for the Wi-Fi only version and 1.08lb for the Wi-Fi+Cellular version.
Kindle Fire HD 10 – The Kindle Fire
HD 10 uses an 10.1-inch diagonal 1920×1080 display for 224 PPI.
The screen is fully laminated, and includes anti-glare coatings to cut down on
reflections. Like its smaller cousin, the Fire HD 10 uses a capacitive
touch panel capable of multi-touch input. The device’s dimensions are
262x159x10
mm or 10.3×6.3×0.4 inches with a weight of 17.8oz.
Samsung Galaxy Tab A 7 – The Galaxy Tab
A 7 features a 10.1-inch LCD display with a
resolution of 2000×1200 at 320 PPI. The display uses a multi-touch capable capacitive touch
panel. The tablet’s dimensions are 247.65×157.48×7.11 mm or 9.75×6.20×0.28 inches with a weight of 16.79oz
Local and Cloud Storage
The cloud portion of this factor is another area
where these devices mirror their smaller counterparts, with all companies
offering the same cloud-based storage options here as they do for the more
diminutive models. Local storage however, does vary.
Apple iPad (2020)- The iPad comes in two
versions, all of which are available with Wi-Fi only, or Wi-Fi+Cellular. They
are 32GB and 128GB.
Kindle Fire HD 10 – The Kindle Fire HD 10 is available with
32GB,
or 64GB of local storage, both of which can be expanded via MicroSD card.
Samsung Galaxy Tab A 7 – The Galaxy Tab A 7 comes in 32GB and
64GB variations, both of which come equipped with a MicroSD
card slot. The device also has access to essentially identical cloud storage
options to those of all Google-branded devices.
Ports and Hardware
Apple iPad (2020)- The iPad includes Apple’s
Lightning connector which provides charging, data, and video output. It does not
include
a 3.5mm stereo jack for headphones or speakers. Apple’s iPad includes an
8MP
rear-facing camera capable of capturing images and 1080p video, as well as a
front-facing camera for video chat.
Kindle Fire HD 10- The Kindle Fire HD 10" includes a single
USB-C port which provides a data connection and charging. In addition to this, the unit includes a 3.5mm stereo jack for headphones and external
speakers. The Kindle Fire HD 10 includes the same front and rear-facing camera as
its smaller counterpart.
Samsung Galaxy Note Tab A 7 – The Galaxy Tab A 7 includes a MicroUSB, a 3.5mm
stereo jack for headphones and external speakers, and a MicroSD card slot. The
tablet also includes an 8MP rear-facing camera and a 2MP front-facing camera
for video chat.
Browser
This is another area where these devices mirror
their smaller brethren. All tablets in this category include browsers which are
identical to their sub-8 inch counterparts with the exception that they have
been tweaked for the higher resolution screens on these devices.
Accessories
Apple iPad (2020) – Apple offers a selection of
Lightning cables, adapters, and docks for the iPad. The company also produces
its Magic Cover and Magic Keyboard peripherals, which connect to the device
using magnets, and lock the screen when closed. This model also supports the
Apple Pencil Stylus.
Kindle Fire HD 10 – Amazon offers a
selection of cases and covers for the Kindle Fire HD 10, as well as stands, skins,
screen protectors, styli, video-out cables, and decals.
Samsung Galaxy Note Tab A 7 – Samsung offers
a selection of charging and data cables, a car charger, and a slip case Tab A
7.
A Note on the iPad Pro
While Apple has positioned the iPad Pro as a direct competitor to
Windows-based tablets, it does not,
as previously mentioned, have a desktop-class operating system. This means that
comparing it to a product like the Microsoft Surface line, or any of the
convertible laptop/tablet hybrids available from a wide range of PC makers would
be something of a moot point. Although it CAN be used to replace a laptop
for some people, the general consensus has shown that its reliance on iOS, a
mobile operating system, holds it back from truly replacing a laptop or hybrid
PC.
With that in mind, it might seem logical to compare it to other tablets that
run both a mobile OS and include an active stylus. However, the market
finds itself with very few tablet devices that both run a mobile OS and
support the use of an advanced pressure-sensitive stylus out of the box. For this reason,
little or no
adequate comparisons can be made with any competing products, removing any
usefulness in creating a third class of tablets for comparison within this
report. All of the necessary information on its specifications can be found
within the section covering it above, while any information about its app
selection and storage capabilities can be derived from either its own coverage
(in the case of storage) or from the coverage of the iPad (2020), which shares
the same app selection.
Market share for smartphones is
usually calculated on two bases: platform market share and smartphone market share. The
first measures the total percentage of users currently using a given platform (iOS,
Android, Windows Phone, etc), while the other measures the number of a
particular manufacturers smartphones that are in use. With the exception of
Apple, all manufacturers on the smartphone market share list rely on Android.
As the list shows Google is on top of the
platform market. What may not be immediately apparent is Android was considered a nearly worthless competitor in the smartphone OS
market. The platform’s was nothing short of meteoric, and it has maintained its
massive lead now that the smartphone market has reached some degree
of saturation. Unfortunately for all others, the current smartphone market place
is very much a duopoly, with no signs of that changing any time soon.
Apple’s 2020 was one of the best years in the company’s history when it comes
to capturing smartphone market share. Not only did it make it to the top of the
list, surpassing Samsung, but it did so by showing a double-digit growth
percentage.1 On the other side of the coin is Huawei, which saw its
market share plummet by almost 10 percent, like due to the ongoing troubles the company
has with US regulators that resulted in it losing access to Google’s apps and
services, thanks to legal restrictions on its products. In the middle was
Samsung, which was negatively impacted quite severely by the COVID-19 pandemic,
but still stayed well ahead of its Chinese counterparts for marketshare.
Tablets
Pinning down sales and market share statistics or
the tablet marketplace is often very difficult. Not only are many manufacturers
very cagey with their sales numbers, but the marketplace
changes so quickly that a hot new release could completely alter the landscape
before the previous quarter’s sales have even been tabulated.
With that in mind, the most recent publicly available tablet marketshare
numbers from research firm IDC show that Apple’s iPad lines maintain the largest
share of any single company on the list by a vast margin.2
Given the fact that only Samsung, among the manufacturers on the above
list, relies solely on stock Android, it is even more impressive that Apple is
capturing as much of the market as it is. This means that the iPad lines are not only
defeating the other mobile OS of the day, Android, but are also defeating
full-fledged Windows-based tablets from companies like Lenovo and others.
The question, then, is whether Apple can continue to be a leader in a tablet
space where most of the existing iPad and Android lines offer little or no
additional functionality over their smartphone counterparts. After all, it
does not seem coincidental that the sale of "phablets", essentially a hybrid
between a smartphone’s functionality and a tablet’s screen size, rose as
sales of traditional tablets dropped. The fact is, most users’
smartphones now feature screens that are at or over 6 inches, less than one inch below the formerly very popular 7-inch tablet category. This minor difference
is simply not compelling enough to persuade many users that they need to carry
two devices. Yes, there is of course still the much larger 10/11-inch tablet size
range. But this brings with it the question of "wouldn’t it just be
better to carry a lightweight laptop if you are already going to be lugging
along something that big?"
In order to counteract this seeming entropy of need for the tablet category
as a whole, Apple has looked to Microsoft for inspiration. Microsoft has had
increasing success with the past several generations of its Surface line. Not only
can these devices serve as laptop replacements, thanks to running a full
version of Windows and supporting keyboard covers, but they also offer the
additional option of using a pressure-sensitive stylus for input. Apple’s
answer–the iPad Pro, 2018 iPad and 2019 iPad Air, and their subsequent
successor–goes a long way in bridging the gap between the
functionality offered by a tablet and that offered by a laptop/tablet hybrid
like the surface line. However, as was previously mentioned, these devices run a mobile operating system, not a desktop-class operating system. This has
resulted in many reviewers noting that "getting things done" is much
more difficult on the iPad lines due to the lack of basic desktop-computing
components, such as a full-fledged file system, unlimited third-party
software support, and support for a full range of peripherals and
accessories.
Despite their drawbacks, latest iPads do seem to be a step in the right
direction, and an encouraging foray for a company that has grown somewhat
conservative with its design changes in recent years. Whether or not this unit
will eventually be joined by a tablet capable of running Mac OS remains to be seen. It is, however, a more likely
dream now than it ever has been before.
Apple is, quite simply, one of the most valuable companies in the world. That is obviously an enviable perch to be on, but it is also one
that is founded almost entirely on the success of a pair of product
categories: smartphones and tablets. Although many of its competitors have
highly diversified products and solutions, Apple essentially lives or dies on the success or failure of the iPhone and
iPad lines. Thankfully, Apple has very rarely blundered with either product.
Yes, instances like "antennagate" and "bendgate" do crop up
from time to time, and the company still faces ongoing and continuous
assaults from regulators and legislators, but it has weathered all of these
obstacles and always come out stronger on the other side. While competitors
like Samsung seem to be unable to sustain the years-long dominance that
Apple has managed, it continues to pump out record-breaking product after
record-breaking product each and every year.
Many members of the press and competitors within the industry
often claim Apple has lost its "cool factor," that it is no longer
the innovator that it was under Steve Jobs, or that it has gotten stuck in a
rut. All that may very well be true, but it may also be based solely on an
overly rosy view of the past. The ongoing complaint that Apple never makes
anything truly new is, itself, nothing new. The company’s turning point to
becoming what it is today happened with the release of the first iPhone.
Although that product may have single-handedly revolutionized the smartphone
category, it did not create it. Long before the iPhone was even in its
design stages, offerings from Microsoft, Nokia, and BlackBerry (then known as
Research in Motion) were already laying the groundwork for what a smartphone
was supposed to do. Similarly, tablets existed long before the iPad, and MP3
players were around for years before the first iPod. The fact is that Apple
has not succeeded by creating totally new technology, it has thrived on taking
a nascent product category and building into a much more massive, consumer
driven juggernaut than it ever was before.
Apple does not need to seek out new product categories, it
lets other companies undertake that task instead. Although this has often been
pointed to as a negative, the fact is Apple has leveraged this practice to
become about as successful as it is currently possible for a company to
be. Apple’s own executives seem to have a very clear idea of this reality. Its
launch of the Apple Watch by no means created the wearable or
smartwatch categories, but it did bring an increased amount of
attention to a type of product that, until that point, had been a toy of the
technological elite, at best. As long as Apple can continue to apply this sense
of what is "up and coming" and continue to leverage that knowledge
into new products and newly enhanced versions of its existing products, the
company will continue to thrive.
Although its perch in the categories covered here may not seem as
unassailable as they once were, Apple remains firmly in the race for first
place among smartphone or tablet producers. While the
likes of Samsung and Microsoft continue to strive to capture customers in
the tablet and smartphone category, Apple continues to set new sales records
on a regular basis. Thanks to a carefully cultivated fan base, public
image as a status symbol, and careful development of its product selection,
Apple is, as much as ever, a brand that people want to be seen using.
Yet, despite all of this praise, Apple is, and likely always will be, in a
precarious position. It’s two major product categories, smartphones and
tablets, will always be a pair of markets in turmoil. Just as no one could
have predicted the rise of Android to become what it is today, no one may be
able to predict what the "Next Big Thing" in mobile devices will be. That is
a worrisome reality for Apple, and one that it always needs to be prepared
for. No, it cannot arm itself for every possible eventuality, but it can
continue to exhibit the same level of flexibility that it has shown in
recent years, making it willing to adopt technologies like NFC or 5G. Although Apple should
be proud of what it has accomplished it should never let that pride hinder
its ability to see when a competing manufacturer might have a better idea,
and it should never stop taking those ideas and putting its own unique spin
on them.
References
1"Smartphone Market Share." IDC.
April 28, 2021.
2 "Worldwide Tablet Shipments Continue to Decline in Q1
2020, According to IDC. " IDC.
April 29, 2020.
Michael Gariffo is an editor for Faulkner Information Services. He
tracks and writes about enterprise software and the IT services sector, as well
as telecommunications and data networking.
