Last week Apple went back to its old future, with a 4” iPhone that looks like a 5s but with 6s insides. Confused? So is Apple, writes ARTHUR GOLDSTUCK.
When marketing hype for a new product emphasises adjectives over facts and benefits, it’s usually a sign that its creators may be running out of ideas.
Last week’s unveiling of the new iPhone SE with 4-inch screen coincided with World Poetry Day, which seemed to be the cue to wax lyrical. The official announcement made less of the phone’s features than of the “beloved compact aluminium design that has been updated with matte-chamfered edges, a colour-matched stainless steel Apple logo, and four gorgeous metallic finishes, including rose gold”.
The facts are that the phone looks similar to the iPhone 5c released in 2013 with a 4” screen, but with iPhone 6s insides. From a 12MP camera (compared to 8MP on the 5s) and 2GB RAM (vs 1GB) to Apple A9 processor (vs A7) and 14 hours talk-time (vs 10 hours), it is clearly a far more powerful device. But then, it should be, given a 30-month period since the 5c release, in which time smartphone performance has been dramatically ramped up by most manufacturers.
Philip Schiller, Apple’s senior vice president of Worldwide Marketing, called the iPhone SE “an exciting new idea”, justifying this puzzling statement by saying Apple “started with a beloved, iconic design and reinvented it from the inside out”.
“The result,” he said, “is the most beautiful and powerful phone with a four-inch display in the world.” By now, the official Apple line trotted out with each new iPhone release – “the most powerful iPhone ever”, “the best iPhone ever” – is wearing thin. If each new release were NOT the best or fastest yet, THAT would be news.
There is one claim made by Schiller that we can swallow more easily: “Everyone who wants a smaller phone is going to love iPhone SE.”
But therein lies the real problem for Apple. It held off global demand for bigger screens for several years after Samsung began leading the market into larger displays with the Galaxy S3 in 2012. It only gave in with the iPhone 6 in late 2014, by which time it had lost massive market share to the South Korean manufacturer.
It also produced a large-format version, the 5.5” iPhone 6 Plus, which was positioned precisely to compete with Samsung’s 5.7” Note “phablet” format. There it jostles for attention with numerous players in the phablet space, from the LG G4 to the Huawei Ascend Mate S to the Sony Xperia Z5 Premium. Low-cost players like Xiaomi, Alcatel also compete vigorously in this format, and we even have a homegrown manufacturer, Mint, that is beginning to pick up significant market share with larger displays.
It is ironic, then, that Apple is not trying to differentiate itself by going in the opossite direction, producing a phone that is smaller than almost anything in the mid-market. For some time, Samsung and Sony have appeared to be giving users an equivalent to the 4” iPhone, with their Mini and Compact ranges, but with slightly bigger screens at 4.5” and 4.6”.
Even more ironic, the entry-level smartphone market is beginning a transition from 3.5” to 4.5” phones. There are three reasons for this: as volume of production rises, the cost of the larger display is coming down in price rapidly, to the extent that it will soon be more conomical to produce larger screens; an increasing use of video and images on phones and in apps makes larger screens more comofrtable and appropriate; and larger phones ha e higher perceived value.
The most unlikely reason for the new device is the argument by some that, because a large proportion of iPhone users still have 4” devices and have not yet upgraded, they are clearly waiting for new, more powerful 4” model. That is no doubt Apple’s fondest hope, but it appears unlikely. Again, given the rise of video as a primary content platform on phones, users are not only upgrading for the sake of hardware, but also for a better software and content experience.
That said, the new device has given fans of the 4” format a significant boost in power and quality. It shoots HD video with support for 4K, with a resolution of 3840 x 2160. Video capture goes up to 60fps for 1080p video and 240fps for slo-mo, and includes time-lapse with video stabilisation.
A Retina Flash is claimed to make the display three times brighter with True Tone lighting technology, and the phone includes the iPhone 6s camera features, like panorama photos up to 63MP in size.
All of which supports the argument that this is the most powerful 4” phone in the world. The competition is hardly formidable, though: low-end devices from Sony, Samsung, LG, Huawei, Lenovo and ZTE, and entry-level phones from numerous no-name brands.
However, in its price range – it retails at $399 in the USA, meaning It will cost somewhere between R7 000 and R10 000 in South Africa – it may well be the only 4” premium phone in the world.
Auto rivals team up for connected car demo
Rivals BMW, Ford and Groupe PSA, maker of Peugeot and Opel cars, have teamed up with the 5G Automotive Association (5GAA), Qualcomm Technologies and Savari for Europe’s first live demonstration of C-V2X direct communication technology operating across vehicles from multiple auto manufacturers.
The live demonstration also featured a live showcase of C-V2X direct communication technology operating between passenger cars, motorcycles, and roadside infrastructure. C-V2X is a global solution for vehicle-to-everything (V2X) communication in support of improved automotive safety, automated driving and traffic efficiency.
The demonstration exhibited the road safety and traffic efficiency benefits of using C-V2X for Vehicle-to-Vehicle (V2V) collision avoidance, as well as Vehicle-to-Infrastructure (V2I) connectivity to traffic signals and Traffic Management Centers (TMC). C-V2X was operated using real-time direct communications over ITS spectrum and demonstrated its ability to work without cellular network coverage, and underscores its commercial readiness for industry deployment as early as 2020. Superior performance and cost-effectiveness compared to other V2X technologies, along with forward-compatibility with 5G, make C-V2X direct communications a preferred solution for C-ITS applications.
Six demonstrations were shown including: Emergency Electronic Brake Light, Intersection Collision Warning, Across Traffic Turn Collision Risk Warning, Slow Vehicle Warning and Stationary Vehicle Warning, Signal Phase and Timing / Signal Violation Warning and Vulnerable Road User (pedestrian) Warning. The vehicles involved included two-wheel e-scooters provided by BMW Group, and automotive passenger vehicles provided by Ford, Groupe PSA, and BMW Group, all of which were equipped with C-V2X direct communication technology using the Qualcomm® 9150 C-V2X chipset solution. V2X software stack and application software, along with roadside infrastructure, were provided by industry leader, Savari.
C-V2X is globally supported by a broad automotive ecosystem, which includes the fast growing 5GAA organization. The 5GAA involves over 85 global members comprised of many leading automakers, Tier-1 suppliers, software developers, mobile operators, semiconductor companies, test equipment vendors, telecom suppliers, traffic signal suppliers and road operators.
Cellular modems will be key to the C-V2X deployment in vehicles to support telematics, eCall, connected infotainment and delivering useful driving/traffic/parking information. As C-V2X direct communication functionality is integrated into the cellular modem, C-V2X solutions are expected to be more cost-efficient and economical over competing technologies, and benefit from accelerated attach rates. C-V2X direct communication field validations are currently underway in Germany, France, Korea, China, Japan and the U.S.
C-V2X currently stands as the only V2X technology based on globally recognized 3rd Generation Partnership Project (3GPP) specifications, with ongoing evolution designed to offer forward compatibility with 5G. C-V2X also leverages and reuses the upper layer protocols defined by the automotive industry, including the European Telecommunications Standards Institute (ETSI) organization. C-V2X includes two complementary transmission modes:
- Direct communication as shown in this demonstration for V2V and V2I use cases
- V2N network communication, which leverages mobile operators for connectivity and delivers cloud-based services, including automated crash notification (ACN, as mandated by eCall), hazard warnings, weather conditions, green light optimal speed advisory (GLOSA), parking spot location, and remote tele-operation to support automated driving, to name a few.
“This demonstration builds on the successful C-V2X showcase we organised with our members Audi, Ford and Qualcomm in Washington DC in April, said Christoph Voigt, Chairman of 5GAA.
“We are excited to witness the growing momentum behind this life-saving technology and to see our members working together to deploy C-V2X, and to make it hit the road as soon as possible.”
“The BMW Group introduced the first C-ITS use cases already in 2013 with the market introduction of the BMW i3. Today most of envisaged C-ITS use-cases are already institutionalized. With the implementation of C-V2X, the BMW Group accomplishes the last set of the puzzle with a practical path to C-ITS showing quick benefits,” said Christoph Grote, Senior Vice President Electronics, BMW Group.
“With its ability to safely and securely connect vehicles, along with its evolution into 5G, C-V2X is integral to Ford’s vision for future transportation in which all cars and infrastructure talk to each other,” said Thomas Lukaszewicz, Manager Automated Driving, Ford of Europe. “We are very encouraged by preliminary test results in Europe and elsewhere which support our belief that C-V2X direct communications has superior V2X communication capabilities.”
“We’re moving forward with seamless communication between cars and their environment for enhancing road safety, as well as our customers’ safety,” said Carla Gohin, Group PSA’s Vice President for Research and Advanced Engineering. “Following the first European C-V2X direct communications demonstration we hosted with Qualcomm Technologies last March, we’re pleased to work with leading automotive and technology companies today to highlight that C-V2X interoperability is a reality.”
“This demonstration of interoperability between multiple automakers is not only another milestone achieved towards C-V2X deployment, but also further validates the commercial viability and global compatibility of C-V2X direct communications for connected vehicles,” said Enrico Salvatori, senior vice president & president, Qualcomm Europe and MEA. “We look forward in continuing to work alongside leaders in the automotive industry, like the 5GAA, BMW Group, Ford, Groupe PSA and Savari, to help advance the automotive industry’s shift towards a safer, connected and more autonomous future.”
“As one of the V2X pioneers, our company is extremely pleased to continue to help enable the next step in the V2X revolution that we helped start back in 2008,” said Ravi Puvvala, CEO of Savari. “For the last year and a half, the Savari team has worked diligently alongside the dedicated C-V2X engineers in the 5GAA partnership. The resulting string of increasingly impressive demonstrations is continuing to convince the world that C-V2X will soon be deployed around the world.”
Win a Poster Heater with Gadget and Takealot.com
This winter Gadget and Takealot.com are giving away three Poster Heaters, which look like posters but become heaters when you plug them in.
Three Gadget readers will each win a unit, valued at R550 each. To enter, follow @GadgetZA and @Takealot on Twitter and tell us on the @GadgetZA account how many Watts the heater consumes.
What’s the big deal about these heaters? Many of us are struggling to keep the balance between soaring electricity costs and the need to keep warm this winter.
However, the recently launched Poster Heater by EasyHeat and distributed in South Africa by Takealot.com is not only one of the most cost effective electric heaters currently on the market, it is also easy to setup and use.
As the name indicates, it is a poster similar to one you would hang on a wall. But, plug it in and it turns into a 300 Watt heater. The Poster Heater isn’t designed to heat hallways or large rooms, but rather smaller ones like a bedroom or a baby’s nursery or a dressing room.
It uses radiant heating, which means that it heats up in a couple of minutes and the heat is directed at the objects or people around it, quickly taking the chill out of the air and providing a comfortable ambient temperature.
The other advantage of radiant heating is that it doesn’t dry out the air like infrared or gas heaters. Users also don’t have to worry about their children or pets getting too close to it because, even though it gets hot, it can be touched.
To enter the competition follow the steps below:
Competition entry details:
3. The competition closes on 31 July 2018.
4. Winners will be notified via Twitter on 1 August and Takealot.com will be in touch to organise delivery.
5. The competition is only open to South African residents.