Cook out of ideas: a waterproof iPhone – Avvenire.it

It is not an easy time for the world of telephony. The ‘scandals’ follow one another and tell of not only economic damage but also image. On the one hand the story of the new smartphone Samsung Galaxy Note, withdrawn from the market even before the arrival in Italy because of the potentially explosive battery, the other grits with Apple tax. The Cupertino company – so he asked Brussels – is required to pay 13 billion euro in unpaid taxes between 2003 and 2014 for having enjoyed Ireland very low rate, decreased in the years up to 0.005%.

The reprimand came from Europe is still a small thing for a group that has on hand more than 232 billion dollars in cash, of which about 214 billion held in custody abroad. The problem that the company faces today, if anything, is more than economic strategy: being able to maintain its market share and, above all, the public’s enthusiasm that now continues to expect technological revolutions to every ad. Yet another pending broke up yesterday, at the annual big event in San Francisco, where Apple has presented all its innovations, starting with the new and improved version of the Apple Watch magazine, the smart watch with which ‘ company aims to open a new profitable market for years to come and try to convince more than it did in its first 18 months of life. The protagonist of the event, though, was as always for nine years now the smartphone of the home that has helped revolutionize the world market of telephony and that so far, word of a number of Apple, Tim Cook, has sold the world a billion copies.

Usually design of dual-camera, waterproof, dustproof, and with assets of strategic partnerships like the one with Nintendo: looks like this the evolution of the iPhone that also promises to finally become – and thanks HomeKit ecosystem – the turning point for home automation. Of revolution, however, there really is only one and concerns the audio: the iPhone 7 marks the end of the ‘old’ audio jack. The cable with the metal tip with behind more than 100 years of history, and still used today to connect the earphones to the phone disappears and the audio becomes with new AirPods, wireless headsets capable of managing the voice, eliminate background noise, ensuring considerable autonomy and recharge when placed in their box. The real task dell’Phone 7, though, is to reverse a setback marked the earlier version that has a bit ‘suffered in sales.

The reason, however, also explain the IDC analysts, it lies in the fact that the worldwide smartphone market is now saturated. In 2016, the growth of the sector will be only 1.6% with 1.46 billion units sold compared to 2015, when it was registered instead a + 10.6% on the previous year. In addition, the growth of the market, analysts estimate, is increasingly based on the replacement of old equipment rather than new users. Hard so that new, though egregious, they are able to change this in the short course.