Three things that will never be the same with the iPhone 8 -


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Thursday, 7 September 2017

Three things that will never be the same with the iPhone 8

If you listen to Apple's inflation-marketing talk, every time the company launches a new iPhone, it "changes everything." The truth, however, is that most iPhone launches are not so revolutionary . Apple, like all other brands, sometimes takes multiple iterations to accomplish its most ambitious goals.

As we face the culmination of another year of speculation about the iPhone, we see three ways in which the iPhone 8 will indeed be the precursor of a massive and irrevocable change .

A new screen

The new iPhone will be the biggest reconfiguration of the front end of Apple's smartphone since its inception a decade ago. The physical button was abandoned last year in favor of a fixed pad with haptic feedback, and this year Apple will eliminate all that .

— Benjamin Geskin (@VenyaGeskin1) August 31, 2017

The iconic scheme of an iPhone, with two large bezel bars at the top and bottom and a round house button, will be discarded. We are all underestimating how brutal this change will be, and how strong the consumer reaction will be .

September 12 will be the date when most people first notice Apple on non-bezel screens. So yes, for many people, Apple will end up having "invented" that new display settings . A fun parallelism with the original iPhone: back then, LG overtook Apple in the market with a device with a capacitive touch screen, but was forgotten.

Emblematic prices

The same story as with the screens: Apple's new (expensive) iPhone will not be an isolated exception, but will be the crest of a wave of change in the mobile industry. For most predictions, the new flagship of the iPhone will be priced around 1000 euros , probably starting just below that mark and beating somewhere above it, subject to specs. This is going to be the biggest push up that Apple has made with the price of its superior iPhone model, although indications are that demand is still likely to outstrip supply.

The broader market trend in 2017 has been the more expensive phones. The Huawei P9 was one of the hidden gems of 2016, a bargain of a top phone that had a design and performance well above its price point. The same goes for the OnePlus 3 and even with its 3T successor, all the big phones were better than their price.

Augmented reality

When it comes to bevelled screens and more expensive smartphones, one could argue that those trends would have materialized with or without Apple's involvement. In both cases, it seems that broader technological and economic developments were going to force the market in some direction, and Apple's involvement is more of an accelerator than a cause. But if you want a change that Apple is likely to drive from scratch, look no further than augmented reality .

ARKit's toolkit to create AR experiences that Apple introduced as part of its new iOS 11 is something unheard of. That operating system will come preloaded on the iPhone 8 and will be distributed to most iPhones already in use, making an immediate user base of hundreds of millions of people. But its main advantage is that it does not require special hardware like the Google Tango system, ARKit applications only work with your normal iPhone or iPad camera. It's augmented reality made in the least intrusive way possible, and is predicted to be a fleeting success for how well it will synergize with Apple's new non-bezel display and how good the first attempts with it have been.

ARKit has the potential to be the App Store of augmented reality . Nokia and Sony Ericsson had apps before the iPhone, many of which were useful and fun, but it was Apple who really delivered the promise of a consistent and complete mobile app store. Instagram would never have become a multi-billion dollar business if it had to run on Nokia's Symbian platforms. The same goes for AR applications: we have had bombardment attempts to make them a commonplace for at least a decade, and what is needed now is a leader to organize and systematize AR into a coherent system. Who better than Apple for such a task?

Apple CEO Tim Cook has repeatedly expressed his belief that "augmented reality will be bigger than virtual reality," and with the instant user base that the iPhone promises to ARKit developers, it is easy to predict that AR take off with the release of iPhone 8 and iOS 11.

We will see how these changes materialize and how they are accepted by a market as global and changing as the one we have been living. On September 12 will begin to unveil these changes, do not miss, since in CP we are prepared to tell them .

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