How do you make an existing BMW model faster, more powerful and more fun to drive?
Apple (AAPL) faced, and mostly met, a similar challenge in unveiling its latest iPhone.
Today at its Cupertino campus, Apple confirmed the introduction of the iPhone 4S. “Inside its all new,” says senior vice president Phil Schiller.
The 4S includes a lot of expected features: A new dual core processor and improved software for faster performance yet still better battery life.
It also is a world phone that can switch between different network standards, both CDMA and GSM. Also a new improved camera with 1080p resolution for high-def video.
The 4S also sports a new version of the iOS operating system, version 5, that the company had previously unveiled over the summer, which has various new features and services such as Twitter integration and instant messenger for all Apple devices.
Apple also updated its�iCloud service, with new features such as “find my friend,” which allows users to track family and friends on a map for determined periods of time.
The sexiest new feature is a voice recognition system, Siri, for dialing telephone calls and making Web searches. That might prove to be the biggest breakthrough of all.
So no iPhone 5, per se, but enough innovation to keep the competition scrambling. And Apple has plenty of room to run. Apple has only 5% of global handset market. “Its an enormous opportunity for us,” Cook said.
(See also Engadget’s hands-on with the device. They were one of just a small number of press to get to look closer, as the company avoided letting most journalists there play with the thing.)
Previously: Apple Off 4%: Top Of Its Game Or Bitter Disappointment? October 4th, 2011.
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