Category Archives: iPhone 5s

Apple Unveils New iPhone 5s TV Ad “Dreams”

Apple yesterday unveiled a new iPhone 5s TV spot titled “Dreams”, showcasing a broad array of ways in which people use the device, touting it as being “more powerful than you think”.

The ad is part of Apple’s ongoing “Powerful” marketing campaign for the iPhone 5s, which seeks to highlight how the device and the wide variety of apps made for it can enhance peoples’ lives.

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Apple Airs New iPhone 5s TV Ad “Parenthood”

Apple today debuted a new iPhone 5s TV ad titled “Parenthood”, which showcases the capabilities of the device in everyday home situations. Some of the functions highlighted include FaceTime, Flashlight and the Camera app.

The ad also highlights several third-party apps for parents and families, including baby monitoring app Withings WithBaby, tooth-brushing instructional app MyTeeth and drawing app Drawnimal.

The apps are seen being used in every situations at school and at home, all to the musical accompaniment of Canadian singer-songwriter Julie Doiron’s “Life of Dreams”.

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Apple Commanded 42% of Global LTE Handset Market in Q1 2014

According to a report by market research company Counterpoint, global shipments of LTE smartphones grew 91% year-on-year in the first quarter of 2014, with Apple’s iPhone commanding a 42% lead over all other smartphones in the market.

Source: Counterpoint
Source: Counterpoint

- LTE smartphones reached its highest ever first quarter shipments contributing to more than a fourth of the total smartphones shipments globally in Q1 2014
- Apple was the leading LTE smartphone with 42% share inspite of its narrow portfolio leveraging its wider distribution reach and huge share in premium smartphone market

The report notes that Apple and Samsung’s higher market shares were attributable to “stronger performance” in key LTE markets such as the United States, Canada and Korea. USA, in particular, accounted for one-third of all LTE smartphones shipped globally in Q1.

However, Counterpoint expects Chinese OEMs such as Huawei and ZTE to significantly improve on their market share in the near future with the introduction of new LTE-enabled “sub-1000 yuan phones”. These brands are already among the top five fastest-growing smartphone brands in the market, the report notes.

Back in April, market research company Kantar released a report claiming that Apple had performed strongly in the first quarter, primarily due to strong sales of its iPhone 5s in Europe, Japan and Australia. However, the company’s largest growth in market share reportedly came from Japan, where the company had inked a deal with the country’s largest carrier, NTT Docomo, to offer the iPhone.

Apple Debuts New iPhone 5s Ad with Focus on Fitness

Apple is continuing with its “Powerful” marketing campaign for the iPhone 5s, debuting a new TV ad today titled “Strength” as part of the Stanley Cup finals.

As suggested by the title, the ad focuses on fitness and health, with various scenes of people engaging in sports such as swimming and running, utilising apps to facilitate their activities. The ad is set to the tune of “Chicken Fat”, a song composed by Robert Preston in 1961 to encourage American kids to engage in daily exercise.

The ad also comes amid rumours that Apple had shifted development of its TV ads in-house, owing to a widening rift with longtime ad agency TBWA\Chiat\Day. Apple’s marketing chief Phil Schiller was reportedly riled by TBWA’s suggestion that the company had to “dramatically rethink” the way it works in light of increasing competition from rivals such as Samsung.

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Consumers Holding Back on iPhone Purchases as New Models Loom

A survey by investment firm Piper Jaffray reveals that one-third of consumers in the United States plan to buy a new iPhone in the next three months. According to the results, 29% of consumers have expressed interest in purchasing an iPhone 5s, while 5% have opted for an iPhone 5c. The figures represent a steady decline from the past few quarters as consumers are presumably holding back purchases while waiting for new models to arrive.

iphone 5c

The aggregated percentage of 34% represents a 16% decline from last October when both models of the iPhone were launched, which is expected as users are presumably waiting for new models to be released in the coming months. According to numerous reports that have been making the rounds on the internet, Apple is said to be launching its next-generation iPhone in the third quarter of the year.

Source: Piper Jaffray (via Appleinsider)

“While our survey is U.S. focused, we believe the data suggests that the iPhone, particularly the highest-end 5s model, continues to have staying power given about a third of U.S. smartphone customers expect to purchase an iPhone in the next three months,” Munster said.

As seen from the above table, consumer purchase intent for the iPhone trails that of Android by 20%, but the investment firm remains bullish about Apple’s prospects given the iPhone’s continued strong international sales.

Apple’s upcoming ‘iPhone 6′ is rumoured to be launching in two sizes – 4.7-inch and 5.5-inch – this fall. Recent reports have indicated a thinner profile and upgraded processors and cameras for the new models, along with NFC integration for mobile payments.

Bentley Mulsanne Featured in New Promo Shot Entirely on iPhone 5s, Assembled on iPad Air

British luxury automaker Bentley today posted a short documentary (below) to YouTube illustrating the design philosophy and history behind its cars (via The Loop). The four-and-a-half minute clip, titled “Intelligent Details”, was ‘shot entirely on an iPhone 5s’ and ‘assembled on an iPad Air’.

The video, which is narrated by Bentley’s Director of Design Luc Donckerwolk and Head of Exterior Design SangYup Lee, was filmed in a Bentley Mulsanne in New York and highlights the duo’s thought process behind the design of the limousine.

Intelligent Details focuses on what inspires Luc and SangYup in their roles as design leaders for Bentley Motors. The film highlights the fusion of luxury, performance and technology within the Bentley Mulsanne and reveals the manner in which Intelligent Details was filmed, assembled and edited using the in-car connectivity and entertainment platform.

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Apple Launches iPhone Upgrade Event At U.S. Retail Stores

As reported earlier this week by 9to5Mac, Apple has launched an in-store iPhone upgrade event at its U.S. retail stores. Under the program, Apple Store employees have been given instructions to offer higher trade-in values for customers holding on to older iPhone 4 or iPhone 4s models.


Apple is getting employees to check customers’ eligibility for an upgrade, inform them about the iPhone Reuse and Recycling program and push recently increased trade-in values for iPhone 4s and iPhone 4. Apple is now offering up to $99 for an iPhone 4 and $199 for an iPhone 4s. With that value put toward the purchase of a new iPhone 5s, Apple is promoting the deal as being able to upgrade to an iPhone 5s for as little as $0.

Earlier today, iLounge posted images of a memo that Apple sent out to its retail store employees informing them of the program and how they can promote the upgrades to potential customers.

In addition, Apple has started sending promotional emails to customers informing them of the event and how they can get up to US$199 in credit when they trade in their iPhone for an iPhone 5s or iPhone 5c.

A sample of a promotional email sent to customers via 9to5Mac
A sample of a promotional email sent to customers via 9to5Mac

It is unclear, however, whether customers would be enticed by the upgrade offer, given that rumours of an imminent launch of the next-generation iPhone have been circulating on the Internet in recent months.

According to the rumour mill, Apple is said to be launching its next-generation iPhone in the second half of the year. Unlike previous generations, the ‘iPhone 6′ is heavily rumoured to be coming in two sizes – 4.7-inch and 5.5-inch.

Earlier reports had indicated a September launch for the 4.7-inch model and a delayed Q4 launch for the 5.5-inch model. However, a report by Reuters yesterday, citing Taiwanese media reports, claims that the 4.7-inch model will be launched in August instead, with the 5.5-inch model following shortly after in September.

iPhone Sales Jump 17% Year-on-Year For Second Fiscal Quarter

iPhone sales hit 43.7 million during Apple’s second fiscal quarter, beating the analyst consensus estimate of 38.2 million by a whopping 14%. The figure also represents a 17% year-on-year increase from Q2 2013.

iphone 5s

“We’re very proud of our quarterly results, especially our strong iPhone sales and record revenue from services,” said Tim Cook, Apple’s CEO. “We’re eagerly looking forward to introducing more new products and services that only Apple could bring to market.”

Apple’s newly-appointed CFO Luca Maestri noted during the company’s earnings call that sales for all three iPhone models (5s, 5c and 4s) were at all-time highs. Majority of sales were driven by developing markets. As noted by Appleinsider, sales of the iPhone 4s in the Greater China market played a significant role in the company’s impressive sales numbers.

Maestri noted that China Mobile, the world’s largest cellular carrier by subscribership, was especially helpful in the low end. Greater China sales of the iPhone 4S hit an all time high in quarter two as the halo iPhone 5s helped attract new customers. In Japan, Cook pointed out that iPhone now has a 55 percent marketshare.

Both India and Vietnam, two burgeoning markets, doubled overall iPhone sales, while Brazil, Poland, Turkey and others saw double-digit growth year-over-year. Cook said BRIC countries (Brazil, Russia, India and China) clocked in with best-ever sales, illustrating the iPhone’s growth potential in key developing regions.

Apple is rumoured to be launching the next-generation model of its iPhone in the second half of the year, with several reports pointing to two screen sizes for the device – 4.7-inch and 5.5-inch.

Apple Launches ‘Powerful’ iPhone 5s Marketing Campaign

Today, Apple revamped its iPhone 5s site as part of the launch of its new marketing campaign for the phone. The overhauled webpage brandishes the slogan “You’re More Powerful Than You Think” and profiles six apps that can enhance people’s lives.

Screen Shot 2014-04-23 at 10.45.25 pm

You have the power to create, shape and share your life. It’s right there in your hand. Or bag. Or pocket. It’s your iPhone 5s.

The six apps – Star Walk, Instant Heart Rate, Word Lens, AmpliTube, Luminair, and Pacific Rim – are also displayed in a new TV ad titled ‘Powerful’ that the company released this morning.

The ad profiles how each of the apps can be used in everyday life, from checking directions and making short movies to checking a user’s heart rate. In the background is alternative rock band Pixies’ “Gigantic“.

Internal Samsung Document Reveals That “Beating Apple is #1 Priority”

Yesterday, we reported that internal Apple documents released during last week’s ongoing Apple vs. Samsung trial revealed a growing concern within the Company that it was losing market share to phones with larger screen sizes than the iPhone. Today, Appleinsider and Re/Code have released new documents from the trial, this time detailing Samsung’s deep-seeded concern with regard to competition from Apple.

Taken from 9to5Mac.

The slide-deck appears to be from an internal Samsung presentation and is titled “2011 Summary & Lessons Learned; 2012 Business Forecast”.

The deck lists high-level initiatives for the company, the most glaring of which states that “beating Apple is #1 priority” and that “everything must be in the context of beating Apple”.

The slide goes on to state that the “threat from Apple is extremely real and urgent” and even lists predictions for Apple’s iPhone 5 features and projected sales.

The company then details its plans to strengthen the branding of its Galaxy range of smartphones and work with carriers to reach out to even more consumers.

Screen Shot 2014-04-08 at 12.22.33 am

While the intense rivalry between Apple and Samsung isn’t exactly news, this week’s trial has certainly given us an interesting insight into the internal discussions of both companies. According to Re/Code, the trial is expected to last a month, with court sessions scheduled for Mondays, Tuesdays and Fridays.