Apple losing its way?

Will its rivals make an impact on the popularity of this hugely successful technology driven company?

were already available in Samsung’s Galaxy S3 unit, released three months earlier. Aesthetically pleasing as it may be, the phone is not innovative.

BY RITAM MITRA

From its now-famous humble beginnings in the garage of cofounder Steve Wozniak, Apple stands today as the most valuable brand in the world, leaving previous arch-rival Microsoft in the dust. Now, a year on from the death of inspirational co-founder Steve Jobs, a new pair of rivals stand in Apple’s wayand they aren’t surrendering as meekly as Microsoft did.

Apple’s recent iPhone 5 launch was the first phone released by the tech giant since Jobs’ long battle with pancreatic cancer came to an end in October last year. It also came in the context of an increasingly ugly battle with two massive smartphone playersSamsung, who outsold Apple units by enormous margins in the first half of this year, and Google, who create the Android platform which runs on almost all non-Apple smartphones and tablets.

In another blow to Apple’s usually seamless product launches – and this is perhaps the biggest – they delivered a product with which many consumers were unhappy – and it will affect all iPhone users, not just those who purchase the latest model.

Apple’s decision to remove Google’s Maps software from the latest iOS 6 software, and instead include its own Apple Maps software, has drawn criticism from all over the world. It placed entire cities in oceans, directed drivers to drive through shopping plazas, and even placed its Sydney flagship store on the wrong side of the road. The software left a sour taste in the mouth for consumers who longed to have the option to download Google’s Maps software instead.

Apple’s decision to remove Google’s Maps software from the latest ioS 6 software, and instead include its own Apple Maps software, has drawn criticism from all over the world

It did not help either that Apple raised eyebrows worldwide when they successfully sued Samsung for $1bn in August 2012 over accusations that the Korean company’s ‘Galaxy’ units too closely resembled their own products. Many viewed this as vexatious litigation, given some of the evidence included the fact that Samsung phones and tablets were ‘rectangular with rounded edges’ – a feature Apple considered purely their own. Samsung has appealed the verdict, alleging juror misconduct.

It was crucial that the launch should go smoothly to play down the somewhat negative attitude that has surrounded the company for the first time in recent memory. The launch however, was anything but the seamless, inspiring event that it has known to have been in the past.

Samsung responded to the iPhone 5 by, within a week, releasing an ad portraying those who wait in line for the iPhone as less-than-intelligent, and suggesting that the Apple product was more suitable for older generations.

Samsung, with its aggressive yet simplistic marketing, is effectively trying to beat Apple at its own game, one that it has dominated for a decade.

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If the battle with Samsung and Google continues any longer, the smartphone landscape could soon change dramatically

For years, owning the latest Apple gadget has carried with it a sense of pride, and the latest gaffes will probably not hurt the company, given it enjoys a somewhat ridiculous market capitalisation of $630bn. But if the battle with Samsung and Google continues any longer, the smartphone landscape could soon change dramatically. Apple’s next event will be scrutinised even more closely; and failing to live up to the hype twice in a row will definitely put a dent in the company’s gleaming armour.

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Apple has traditionally used the launch of a new product as a way to display a leap-forward in innovation. It is after all, innovation and uniqueness that gives Apple the most loyal customer base in the world. The iPhone 5 though, left much to be desired. Amongst its newest features, none were unexpected, and further, many

There is no doubt that Apple has shaped the world in a way no other technology company could have hoped to imagine. Other companies owe Apple a great deal for forcing them to lift up their game.

During Jobs’ battle with cancer, though, many wondered how the company would keep up with the iconic legacy he left behind.

Apple, it’s your move.

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