Call for Apple to play its device hand after software unveiling

Call for Apple to play its device hand after software unveiling
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The head of marketing at InMobi ANZ has called on Apple to make its move and deliver more hardware innovation to keep market share against its rivals.

The call from Marc Fine comes after the launch of Apple's new iOS 7, which he said at least showed the company's intention to continue to innovate and improve its existing software and operating system platform.

At Apple's annual Worldwide Developers Conference held in San Francisco yesterday, the tech giant’s CEO Tim Cook unveiled new operating systems, iOS 7 for i-devices and OS X Mavericks for Macs, as well as a new version of its MacBook Air and a preview at the next MacBook Pro.

Fine told B&T  that the range of new features that will be available, such as airdrop and updated control centres, as well as notification centres, showed that Apple are "progressing and evolving, listening to their customers' needs".

However, he added that the “real unknown” is around hardware innovation, which "Apple has still not shared its approach or intentions".

“While Samsung (and HTC to some extent) continue to deliver new hardware specs and new form factors (Samsung S4 mini has now been confirmed), Apple really needs to make their move if they want to continue to grab market share as the next group of smartphone users that come online."

Fine believes the most interesting announcement is the launch of iRadiowhich he stated "clearly shows Apple's intention to build out new revenue streams from their enormous user base,"

“With one of the strongest App development communities on mobile and an engaged, loyal customer following, Apple has a great opportunity to build out new revenue streams, if the customer proposition is correct," said Fine. 

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