Iphone’s were consumers’ main choice of smartphone for almost a decade. It had everything you could want in a phone, like good display, sound battery life, stability and were very easier to use for an average smartphone user. Moreover it provided the best finishing you could get in a mobile device. Apple gained more and more fame just on the basis of these features. At that time other smartphone brands were really struggling in gaining market share.
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Years back android phone gained huge popularity and gave apple a lot of competition. Apple started to struggle as they had to give more features to keep their fan base intact. Still apple were far ahead of any smartphone in terms of finishing, build quality, software quality and device integration like with MAC or Apple TV or a watch.
Now after all these years iPhone is still not providing huge changes in terms of flexibility which an average smartphone now require. They tried to gain fan in iPhone 5s using thumb scanner, which worked. Now in iPhone 6s they tried to keep their fans intact using 3D touch, which kind of failed but still their other features were sufficient. But even now in iPhone X, Apply is not offering new features in terms of software they just went with better speed, more storage, better camera but no software change, as it is still related to that of iPhone 5s. Apple has to provide software changes in terms of flexibility to keep their fan base alive.
Apple is trying to gain more and more market share using fancy stuff like retina scanner, but they are lacking ideas in terms of software. So if it remains the same case, it might be difficult for apple to compete in smartphone market in upcoming years.
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