Apple Loop: New iPhone 8 Leak, Microsoft Challenges Apple, Mysterious iPhone X Discovered – Forbes

Taking a look back at another week of news from Cupertino, this week’s Apple Loop includes essential updates to the iPhone 8 hardware, the mysterious iPhone X, iOS 10.2.1 battery issues, Microsoft’s challenge to Apple, updates to Outlook for iOS, how the AirPods promote luxury, App Store price increases, and a strategy guide for Super Mario Run.

Apple Loop is here to remind you of a few of the very many discussions that have happened around Apple over the last seven days (and you can read our weekly digest of Android news here on Forbes).

Apple’s Essential Update To The iPhone 8

The latest details on Apple’s flagship smartphone for 2017, the presumptively titled iPhone 8, offers us some practical news as opposed to a fashion or design cue. Forbes’ Gordon Kelly investigates an area that Apple is improving over the iPhone 7 design:

According to a report from the usually reliable Korea Herald, “multiple sources” can “confirm” the 2017 iPhones (currently both iPhone 7S and iPhone 8 models are expected) will have upgraded IP68 water and dust resistance ratings. This means the phones could withstand full submersion in up to 1.5 metres of water for up to 30 minutes.

But is it essential? Read more on the new information here on Forbes.

Apple iPhone 7 (image: Ewan Spence)

Apple iPhone 7 (image: Ewan Spence)

Another Secret Project Called ‘X’

Also on the cards for the iPhone 8 could be a name change. Information from the supply line suggests that the name ‘iPhone X’ is floating around. There’s a strong argument to switch away from numbering the handsets, but is ‘X’ the way to go? I prefer something a bit more minimalist:

2012 saw the new iPad released. Beforehand everyone expected it to be the iPad 3. Instead, Apple chose ‘iPad’ and a subtle note of it being the ‘third generation’. The numerical signifier was there for the hardcore, but for everyone else the tablet was simply ‘the iPad’. 2013’s tablet remained ‘iPad’ but it picked up the fourth generation subheading, which was used as required.

…My gut feel is that iPhone ‘X’ is a code name and the decision has yet to be made (or if it has been compartmentalized to such a degree that only a handful of marketing staff know the real name). In my mind the answer is simple.

Just call it ‘iPhone’

More thoughts here on Forbes.

Is There Or Is There Not A Battery Fix In iOS?

Apple’s latest update to iOS, version 10.2.1, is currently in testing and everyone outside of Cupertino is wondering what exactly is new? Although the expectation is that it is a fix for the ‘thirty percent battery’ issue, the only information is in the download information box suggesting ‘bug fixes and improvements.’ Apple’s continued silence around the issues of the battery in the iPhone is worrying Gordon Kelly:

By contrast Apple’s silence is causing not merely frustration but building expectation around a mystery iOS 10.2.1 release which may contain no fix of any kind. What a mess. After all Apple has yet to admit the bug exists. Furthermore with iOS 10.3 seemingly built around a major new feature, it seems unlikely that this release will ride to the rescue if iOS 10.2.1 does not.

All of which means you have to look at the big picture. If you are a business working in technology, then technical problems — whether hardware or software — are inevitable. It’s a fact. Consequently it isn’t these problems by which tech companies should be judged, it is how they respond to them.

More thoughts on the latest version of iOS and Apple’s corporate responses here on Forbes.

T-Mobile Alcatel Idol 4S with Windows 10 (image: Ewan Spence)

T-Mobile Alcatel Idol 4S with Windows 10 (image: Ewan Spence)

Redmond Slays Cupertino

Todd Haselton has taken time to look back at his adventures at CES and his conclusion is an interesting one. There is an excitement and energy around Microsoft, its services and Windows 10 that is simply not echoed in the Apple sphere. In his words, Microsoft is killing Apple in every corner:

Even here at CES 2017 as I met with Microsoft executives, there seems to be a renewed sense of excitement for the company’s future, a fresh outlook and positive morale, something that wasn’t as noticeable in the days of Windows 8 and during the mishaps of Microsoft’s acquisition of Nokia. I’m glad to see it and, whether we all see it or not, a lot of the excitement at CES 2017 is being driven by Microsoft.

With the caveat that Apple does not attend CES, Haselton’s take can be read at Techno Buffalo.

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