A new iPhone is exciting, even if there are no revolutionary announcements at the Apple event

It’s that time of the year again, the September Apple event . The event will be held against the backdrop of two important developments. There is a back tax demand by the European Commission for 13 billion Euros in unpaid taxes by Apple. There is a worldwide recall on Samsung’s flagship, the Galaxy Note 7, following which Apple has apparently boosted the order volume of the components for the next iPhone. This might turn out to be a counterproductive move for Samsung, which was rushing to get the Note 7 out before the Apple event. There have been teases out for the secretive annual event, an icon for the AppleEvent hashtag, the first Twitter profile background update in years, and a banner that reads “See you on the 7th”. The world is waiting for a new iPhone , and the date of the event has been taken by the media as confirmation that a new iPhone is going to be announced, and that it is going to be called the iPhone 7. Every year since the spectacular original iPhone launch, there is an expectation for a revolutionary new mobile device from Apple. There is probably going to be some disappointment on this front, because Apple has had a history of releasing thoroughly tried and tested technology. [caption id=“attachment_333613” align=“aligncenter” width=“640”]  Fragmentation in the Android ecosystem. Data collected during a 7-day period ending on August 1, 2016. Image: Google[/caption] It has been a long running joke that Apple passes off last year’s specifications and features on Androids as the latest and best in technology. However, the low number of devices available in the market at any time means application developers can try and test their offerings on every one of those devices. It is easier to make sure that an app is up and running on an iPhone, as against every Android variant in the market. This, along with  Apple's approval process  ensure that most applications run smoothly on whatever specifications are available. [caption id=“attachment_333611” align=“aligncenter” width=“640”]  Image: Apple[/caption] Apple delivers updates in a timely manner to its devices. This is so much of a problem that Google has had to shame manufacturers into continuing software support to devices already in the market. For an Apple user, this means that there is no worry about which sitting on an outdated phone. To continue to tap into a maximum number of audiences, iPhone app developers usually support as many devices as possible. This is particularly true for social gamers and mmorpgs. Although Apple expects their products to last 3 years, they can be used for much longer. My iPhone 3GS is still functional, and was actively used for more than five years. It was the smartphone with one of the the longest production runs . No Android device available in 2011 and released in 2009 would have lasted that long. (Also Read:  Apple event: The best of iOS 10 and MacOS Sierra that’ll force touch your heart this week ) Although Apple users have the luxury of sitting out one or two years, there could be a problem. Apple may be moving from a two year tick-tock manufacturing cycle, to one that lasts three years . This means that there will be incremental updates every two years, with a major one every three years. This can disrupt the buying habits, for those who pick up a device every year or every other year. However, that may well be in line with expectations from Apple itself. Only 50 per cent of the users want to upgrade to a newer phone , which is fine as that means these customers are satisfied with their current devices, and will continue to make revenues for Apple over the content offerings in the store. [caption id=“attachment_315564” align=“aligncenter” width=“640”]  Tim Cook visits the Shree Siddhivinayak temple in Mumbai. Image Credits: IANS[/caption] Apple just does not work the way other companies do. They rarely talk about the future, one instance this year was when Tim Cook vowed that Apple will be in India for the next 1000 years . At this years F8 conference by Facebook, the Build conference by Microsoft, and the I/O conference by Google, these companies introduced new technologies that developers could use. They also showcased some of the things that they were working on, and which would be rolled out over the course of the year. By contrast, every single announcement at Apple’s WWDC event, was something that the company had already worked on over the course of the previous year. Apple rarely draws attention to the innovations and technologies that are making their devices magical. When they do, it is something they are very picky about, something that has been perfected to a greater degree than other manufacturers, a tiny component that integrates more tightly with the software, and gives a better user experience. This is Jony Ive, an industrial designer who is the Chief Design Officer at Apple, introducing 3D touch on the iPhone 6s and the iPhone 6s Plus.

There are pressure sensors integrated into the backlight of the touchscreen display. The Taptic Engine is the show stealer here. A specification on a product will probably not list how many cycles the vibrator in the phone takes to reach peak output. However, Apple takes the pain and effort to make sure that the vibrator is the best possible. These are the kind of details that make their products revolutionary. While there are Android devices in the market with features similar to 3D Touch , there is no software support from Google yet, and the implementation has so far been left to the manufacturer. [caption id=“attachment_220323” align=“aligncenter” width=“640”]  jony Ive, Chief Design Officer at Apple. (Image: AFP)[/caption] Over the course of 9 years, it has seemed that Jony Ive is slowly and steadily training iOS users into using the devices of the future. The introduction of the technologies makes sense and yet feels magical when it is packaged together in just the right way. On transitioning from feature phones to smartphones, a skeumorphic design was used for the UI to accessibility to functions such as the camera or YouTube more familiar to first time users. As a majority of users started getting familiar with smartphones, Ive moved on to a flat UI with layers in the interface , and 3D touch. Virtual glass replaced virtual canvas, but it happened at the right time, and for a reason, not just because it “looks better”. Here is Ive explaining what goes into the making of an Apple device, from the documentary, Objectified.

There is a right time to introduce “revolutionary” new features, and Apple is one of the best at doing it. The simplicity actually allows for quick and uncluttered functionality. From broadcast, to reporting to film, iPhones are the devices preferred for professional use by the media industry. It is not just hipsters and design professionals who have an affinity for these devices any more. There might be nothing “revolutionary” in this year’s Apple event, but for Apple users, it is still an exciting day ahead.