The Apple hype machine was in full effect last week when the Cupertino-based tech giant unveiled the latest incarnation of its iconic smartphone. The iPhone 5 is being billed as “the biggest thing to happen to iPhone since iPhone”, according to the company’s website, and by many measures, it is.
Analysts expect Apple to sell between 6 million to 10 million iPhone 5s in its debut month and 49 million total by the end of the year. Believe it or not, JP Morgan even went as far as to say that the phone will add 0.5% to U.S. GDP.
As for the phone itself, the iPhone 5 does take a bigger leap than the previous version, the 4s, did. It features a larger 4-inch display, 4G LTE network connectivity, and the more powerful A6 processor. But the significance of the phone to marketers lies in the iOS 6 operating system that is set to be released tomorrow.
- Maps. Apple has finally cut the cord with Google and has developed its own map app with spoken turn-by-turn navigation and 3D imagery of major cities. Location-based service providers will have to redesign their systems to work with the new app.
- Siri. The voice-enabled assistant is getting smarter with each update and provides users with information via Yelp about local businesses, like address, phone number, and reviews.
- Facebook. The No. 1 social networking site is tightly integrated into almost every built-in feature of the iPhone from Camera and Maps to Calendar and Contacts. The unprecedented functionality offers many untapped marketing opportunities.
- Passbook. This virtual wallet for boarding passes, movie tickets, retail coupons, and loyalty cards could be the Trojan horse that helps Apple break into yet another industry - e-commerce. Given the company’s track record, businesses should plan ahead and plot a course in this uncharted territory.
These considerations probably just scratch the surface of what will be possible with the new iPhone and iOS 6, but it’s imperative that businesses plan a forward-thinking mobile and social-media marketing strategy with the iPhone in mind, especially as consumers and organizations alike move toward smartphones.
