Is the iPhone 5 still fit to wear the crown?

in Brand Design Gilroy Products Social Technology
by Gary Cottington

So I’m sure by now most of you are sick of reading articles on the latest addition to the Apple family, the much anticipated iPhone 5. At Gilroy we have lots of toys or as we refer to them – ‘tech’. If there’s a new product or service available, you can guarantee someone has bought or downloaded it. Our clients love it and we get to play – sorry, experiment with them. With this in mind I thought I’d give you all a firsthand analysis of the new iPhone... electronic warts n’ all.

It seems that over the past year I have slowly been sucked into the rapidly growing Apple Community, and yes, I did pre-order this piece of beautiful tech as soon as it became available.

Now I’ve had a few days to play with it, work out its latest features, I can safely say it does exactly what it says on the tin – or the box, any way. It isn’t a whole lot different to its predecessor, and although I knew this before I purchased it, this didn’t stop me. The main improvements are the new larger 4” screen, the reduced weight and slimmer look. Navigation and applications are faster due to the new A6 processor chip and there’s certainly no lag, but apart from that it is difficult to notice a whole lot of difference. Most importantly, you can now take advantage of 4G network speeds (hopefully soon to be available outside of London and Southampton).

However, as much as it pains me to say it, there are also a few negatives that come with the iPhone 5. I think all the tech savvy people know that Apple isn’t renowned for the incredibly long battery life their devices possess (although Apple claims to have improved this) and no option to change it should it fail. The change in connection port is also a bit of pain.

Ok, so you may think it was slightly crazy buying a phone which is such a small step up from its predecessor, however, in my view, the main reason this device will still be a success and another reason I upgraded along with so many others, is that all the applications and content I've purchased over the past four years will only work on an Apple product. I'm locked into the Apple ecosystem just like tens of millions of others. That's the true magic of Apple, luring us into using their pieces of technology and then selling us applications, music and video that are locked to their proprietary formats and products. It's a clever tactic and one that looks like it'll keep us hooked for years to come.

Overall I think it’s a beautiful phone which has a lot to offer. Would I pay £530 for one outright if I still owned the 4S? – I am not so sure. Would I wait three days outside an Apple store to buy one? Not a chance but people did. I do however think the best is still yet to come as more developers learn how to harness the phone’s power and improve the maps. My advice– watch this space and expect a response from the likes of Samsung, Microsoft and HTC who are all hot on Apple’s heels.