March 17, 2013
If you're subscribed to Apple's commercial email newsletter, you might have already received a new email with the subject, "How will you love it? Let us count the ways." The "it" in this case is none other than Apple's current flagship phone, the iPhone 5. And apparently, the email under consideration is part of Apple's new marketing campaign to promote the iPhone's supremacy over competing smartphones. Most notable among these competing smartphones, of course, is the Samsung Galaxy S IV, which was launched just a couple of days ago. Our own Bryan Wolfe opined that "Apple has nothing to fear from the Samsung Galaxy S IV." But Apple is not taking any chances. Now, the company has gone out to remind the mobile world that the iPhone is still the best handset around. The contents of the email is actually a condensed version of Apple's new promotional webpage that proclaims, "There's iPhone. And then there's everything else."
What makes an iPhone unlike anything else? Maybe it’s that it lets you do so many things. Or that it lets you do so many things so easily. Those are two reasons iPhone owners say they love their iPhone. But there are many others as well.On top of Apple's list is the fact that the iPhone has received eight straight J.D. Powers and Associates awards for customer satisfaction. The list then goes on to highlight some of the handset's key features, including iOS 6, iCloud, the App Store, and the engineering and design marvel that is the iPhone 5's external hardware. But several of Apple's pronouncements seem to do little but invite a skeptical attitude. Only iPhone has the Retina display? Well, that's true, since only Apple uses the "Retina display" branding. But other smartphones, including the Galaxy S IV itself, have higher resolutions and pixel densities than Apple's flagship. Great battery life? As an iPhone 5 user myself, I can't say that the battery life on the device is "great." And there's Siri, which has apparently met her match on Android (and soon on iOS as well) in the form of Google Now. Hours before the launch of the Galaxy S IV, Apple marketing chief Phil Schiller gave a couple of "rare" interviews to The Wall Street Journal and Reuters. On both occasions, Schiller opened fire on Android, particularly on the iOS rival's "plain and simple" fragmentation. If the past few days are any indication, Apple is rather intent on reestablishing its advantage over the competition. Especially since it appears to have no new iPhone refresh lined up for release in the immediate future.