Home opinion-and-analysis Fuzzy Logic iOS 7 - it's morning again in iMerica

iOS 7 - it's morning again in iMerica

iOS 7 - the dawn of a new age of iSupremacy awaits the brand new iPhone 5S or iPhone 6, iPad 5, iPad Mini 2 and 6th-gen iPod Touch, along with compatible older iDevices, igniting a new blend of software and hardware design, efficiency, ease of use, consistency and utility, all set to ensure that it's morning again in iMerica.

Although conventional wisdom states that Google’s Android system has the larger market share, including here in Australia, and is thus winning the smartphone wars, we all know that Google’s many partners have created many thousands of Android smartphones and tablets over the last few short years, from underpowered but sub $50 entry-level smartphones through to near $1000 top-end models and everything in between.

It is all of these various models and manufacturers in aggregate that allows Google’s Android OS to claim market share supremacy, but at the cost of a incredibly ultra fragmented user base.

Those with the latest top-end smartphones can run anything and everything at full speed, but those with sub $200 Android smartphones are at the mercy of the internal hardware configuration you get at sub $200 and lower prices – for both smartphones and tablets.

Apple, on the other hand, is the only company that offers Apple products, and by itself not only has a nice big chunk of market share it simply didn’t have at all in early 2007, Apple’s profits – unlike those of its competitors – are already the stuff of legend, something only Samsung with the might of all its other businesses combined gets a sniff at, leaving HTC and the rest to fight for the remaining profit share crumbs that fall through the cracks of Apple and Samsung sales.

One of Apple’s many famous advantages through the way it does business is the ownership and proactive development of its own operating systems and software, all of which is combined with Apple’s hardware development, delivering in spades the beautiful synergy for which Apple is universally renowned.

Another of its advantages is that various stats have been reported over the past couple of years showing iOS users surfing the web in far greater numbers than those on Android devices, something that I'm not the first to mention.

It makes you wonder how many so-called Android smartphones are being used as glorified feature phones, and how many Android tablets are sitting on shelves or in drawers gathering dust - or simply aren't being used to surf the web in great numbers - as the stats have been consistently reported to show vastly greater iOS visits to sites than from Android devices.

That's not to say Android users aren't surfing the web - stats show they most certainly do - just in far smaller numbers than for iOS.

And it's not as if various Android OEMs are sitting on their laurels.

As an example, Samsung has made its adjustments to Android, as do most Android OEMs, and has unquestionably pushed the envelope with its motion and “eye” controls on the S4.

They work well enough most of the time, although sometimes seem to momentarily take on a life of their own, but as Android isn’t Samsung’s, Samsung’s innovation is only available in a handful of programs – and you can’t even use it to swipe between your home screens, something I had imagined would have been possible from the start, but isn’t.

If Apple introduces similar “smart scroll” and motion control features on its future iDevices, as I've seen rumoured, Apple would make it possible so that all developers can immediately add this feature to their existing and future apps, ensuring such new features are rapidly and widely deployed across the OS and its app catalogue.

Samsung, on the other hand, has what is otherwise an innovative flagship option that only works on a handful of programs and isn’t going to be a standard feature that every new Android smartphone buyer will enjoy anytime soon – unless they’re buying the top-end S4.

Thus, Apple can far better work to control its own destiny in the smartphone and mobile technology race.

And while everyone wonders when the expected new high-end iPhone 5S or 6 and iPhone 5C, the expected colourful and cheerfully cheaper model, will both appear, Apple is also still set to launch its new iPad and iPad mini successors this year, its new MacBook Pros, Mac Pro and Mac Mini, its long rumoured and strongly expected new iWatch and a brand new Apple TV – alongside whatever other “one more thing” surprises Tim Cook will liternally have "in store" for us in the weeks and months to come.

On top of all of this is OS X Mavericks, and the new iOS 7.

Much has already been written about iOS 7, about how it has “set iOS on fire”, radically changing and improving it for the better while remaining instantly recognisable and usable by all existing iOS users, and compelling iOS developers to keep up by quickly updating their apps to the beautiful new iOS 7 UI.

Sure, it borrows all its best new bits from other operating systems past and present, but hey, Steve Jobs did say that good artists copy and great artists steal, so Apple has clearly been inspired where it has needed to be and has made the change to finally bring the dramatic iOS UI and internal upgrade it has long needed.

Back on the 22nd of November 2012, I called for a “radical redesign and upgrade to a stunningly next-gen iOS 7 that not only preserves what we know about iOS and transfers it to the new world effortlessly, while delivering a rebooted, redesigned, full mind-blowingly up-to-date and ultramodern UI.

Well, it looks like iOS 7 is about to deliver in spades with the upcoming mass adoption of iOS 7 widely across the board of compatible iDevice hardware, with Android OS 4.3, BlackBerry OS and Windows Phone 8/8.1 set an even tougher challenge to keep up.

iOS 7 is still in its developer beta cycle, currently at iOS 7 beta 5 with people already anticipating beta 6, and it has been receiving much needed improvements and bug fixes along the way before general release availability in a few weeks time.

It’s clear that the arrival of iOS 7 marks a new level of maturity for Apple’s iDevices, raising the bar even higher for competitors to try and copy, let alone reach, giving Apple the opportunity to spread its technology leadership wings ever wider.

The challenge for Apple’s competitors is stark in the face of Apple’s tremendous ongoing success and multitude of upcoming product launches.

Thus, with iOS 7 and everything else Apple is still yet and set to deliver this year, it’s clear to see that, despite the cries of Android market share superiority, and the slump in Apple’s share price, are two things that are completely offset by Apple's exceeding strong iOS marketshare and envied high profits - the dawn of iOS 7 shows us that it truly is morning again in iMerica.

After all, today more men and women will go to work on their iDevices than ever before in iCountry's history.

With interest rates in upcoming iDevices and new technology more than double squared times infinity the record highs of 1980, nearly 200,000,000 families today will soon buy new iPhones, iPads, iMacs, iPods and upcoming secret new iDevices worldwide, more than at any time in the past four years.

This afternoon 65,000,000 young men and women will be iMessaging each other, and with shovelware app inflation common in most competing stores, barely challenging where we were just four years ago, they can look forward with confidence to the future of the App Store and the pure blend of synergy-rich fusion in hardware and software only Apple delivers.

It's morning again in iMerica, and under the leadership of iPresident Cook, iCountry is prouder and stronger and better. Why would we ever want to return to where we were less than four short years ago?

With thanks to Ronald Reagan's iconic "Morning in America" 1984 re-election campaign commercial.


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.