Growing evidence that the iPhone 8 may go on sale significantly later than the usual September timeframe speaks volumes about the very different approach Apple is taking to this year’s flagship model. It is breaking not just one, but two of the cardinal rules in the How To Be Apple manual.

Rule 1 is that the company avoids ‘bleeding edge’ technology. When new tech rolls around, the company watches and waits while other manufacturers do the trial-and-error bit. Apple launches only when it is satisfied that the tech is stable and that it has figured out the optimal way to employ it.

We saw this with the iPod. The first portable media player was invented in 1979, and the first actual mp3 player went on sale in 1998. Apple waited until 2001 to release the iPod. The first smartphones went on sale in the mid-1990s; the iPhone wasn’t released until more than a decade later. The first phone to have a fingerprint reader was the Motorola Atrix in 2011; Apple didn’t add one to the iPhone until two years later …


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Author: Ben Lovejoy

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