The real problem with the iPhone 5

The problem with Apple’s latest gadget isn’t the device’s hardware but rather the fast-ageing operating system that powers it. By Craig Wilson.

Added by Craig Wilson on 17 September 2012.
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Craig Wilson

Despite the critics decrying the lack of a “wow” factor around the iPhone 5, preorders for Apple’s newest handset have already sold out in the US. The company will move millions of them, despite the update from the iPhone 4S being distinctly evolutionary rather than revolutionary.

It’s a solid phone — an enhancement over what is already, let’s admit it, a very good and market-leading product. Rather, It’s the software that powers it, iOS, which is becoming problematic. Despite a new update this week, in the form of iOS 6, Apple’s mobile operating system is falling behind its closest rival, Android, and may even be slipping behind — gasp, horror! — Windows Phone.

While Android offers widgets with live information pushed to users, and Windows Phone offers “live tiles”, iOS remains a grid of largely inactive icons. These icons could have become the live tiles of Windows long before Microsoft unleashed its come-from-behind operating system.

There’s comfort in consistency, and iOS is certainly consistent. But it’s also become a little dull. Looking through iOS 6’s features list, it’s hard not to feel like Apple’s operating system is playing catch-up with Android. Top of the list is Apple’s Maps, which replaces Google Maps. It’s essentially an exercise in giving its rival, which develops Android, the middle finger.

The rest of the updates are yawn-inducing, too: greater Facebook integration; the ability to share selected streams of photos with other Apple devotees; card, ticket and voucher app Passbook, which won’t work in SA; and improvements to Mail and Safari, both of which most power users have long since abandoned for Sparrow or Gmail and Chrome.

Apple needs to shake things up a little. More extensive iCloud integration does not a revolution make. Icons are an outdated means of interacting with a smart, always-connected device. I resent having to dig into each and every app when I only want a snippet of information from it.

Though Apple can’t simply lift the idea of dynamic tiles or widgets wholesale from its competitors — its rivals will have it in court in a flash — it didn’t stop the company introducing an Android-like pull-down notification menu in iOS.

Even dynamic icons would be a start. How is it that the calendar icon can show today’s date without my having to open the calendar application — much like the Google Calendar favicon in a browser — yet the weather app’s icon always reads 23 degrees?

Apple will sell iPhone 5s as quickly as its Asian contract manufacturing partners can make them. But if it doesn’t overhaul the accompanying operating system in a much more profound way, it will be left behind. The mobile industry is fast-moving and ruthless. A fall is always a short step away.

To maintain its momentum, Apple will need to ensure that iOS 7, when it is released in 2013, is as radical a departure from what went before as Windows Phone was to the older Windows Mobile.  — (c) 2012 NewsCentral Media

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  • Stonebat

    From what I have read, Steve Jobs has never defined Apples products by the needs (or perceived wants) of its customers but rather by what he decides the customer should have. This strategy has certainly worked with the original iPhone and iPad but I do agree with you that the OS needs some looking into and refreshing. Apple fans, I think, will begin to tire of the same interface. I suppose time only time will tell if Tim changes this strategy. Maybe this was the year of Hardware refresh and the next will be of iOS? (Seems to be the trends with the 3G / 3Gs, 4, 4s)

  • Greg Mahlknecht

    That’s the old, Steve Jobs reality-distortion view of things. The Samsung/Apple trial blew that right out of the water where it was revealed they had a big, very active, market research department like everyone else, and takes the results very seriously. It was embarassing, because just a week before, Jony Ive was in some high-profile interview saying exactly what you said.

  • Biscuit1018

    The challenge I have with technology analysts (not just picking on Craig here) is that they tend to predict a product failure or Apple demise. Then they do it agin. Guess what, if they do it every release for years they will eventually pick a failure. In fact one day in the future Apple will be in the doldrums. The world will also end one day as well but that is well further into the future.
    When they are correct they nwill puff out their chests and point to how smart they are.

    Of course picking which release, or when the doldrums will be reached is the question that has failed all the pessimists. They predicted iPhone 4s failure. They were very wrong as evidenced by the record share price and profits increase over the next 12 months.

    I am one of those that picked Apple many years back and got myself embedded in their eco-system. I agree the OS is looking a little dated but it still delivers what I need. The cost and effort of moving my family would be too great unless Apple falls way short of my requirements.

    But one does not need to be first.

    I don’t get the people that go on and on about why other eco-systems are bad. Its done to elevate their own ecosystem.

    Me I hope M/S bursts forward with Windows Phone. I hope Android keeps improving and I hope RIM makes a comeback.
    Its good for all of us.

    If I had to leave Apple I would have a tough choice
    * My business is largely in the cloud and some of that cloud is with Google – Android
    * But my employees have Windows Desktops and are locked onto Office – Microsoft

    As for the features that make Craig happy. Live tiles and widgets… I can see why some may love them. I dont see them as a killer feature.
    Stability, ease of use, upgradeability and interoperability with my house’s media are upper in my needs.
    Now before anyone tells me that M/S can do it and Android can do it… I know. Really I do.

  • Andre

    I don’t see the problem, especially with Apple selling 2 million within the first hour of pre-sales. Not a bad problem to have.

  • http://twitter.com/Man_dl Mandla Ngcobo

    My admiration for some technology analysts(not just picking on Craig) stems from the fact that they alert the industry and it’s key players on the audience’s perceptions and what is required to keep innovating.

    Not just problems but also potential solutions – Well written Craig!

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