Apple Ignores the Enterprise; Product Announcement was as Predicted

By Lori Castle, Editor in Chief and Gerard Longo, Assistant Editor — September 13, 2012

Sales of the iPhone5 could “potentially add between a quarter - to a half-percentage-point to fourth-quarter annualized GDP growth” according to a research statement from Michael Feroli, chief U.S. economist JP Morgan. That equates to about 8 million devices being sold. Aside from the obvious fact that if 8 million consumers carry iPhone5’s in their pocket, they will be carrying it into work as well, what else about the new smartphone will affect the enterprise?

Apple’s senior vice president of Worldwide Marketing Philip Schiller emphasized the devices consumer appeal several times during the event. This could be a slight to business considering the penetration of iOS in the enterprise, but it’s not surprising because Apple doesn’t really market to the business.

Schiller said, “iPhone 5 is the most beautiful consumer device that we’ve ever created. “We’ve packed an amazing amount of innovation and advanced technology into a thin and light, jewel-like device with a stunning 4-inch Retina display, blazing fast A6 chip, ultrafast wireless, even longer battery life; and we think customers are going to love it.”

In an interview with All Things D, he also commented on the lack of NFC capabilities, which could have certainly had enterprise use. “It’s not clear that NFC is the solution to any current problem,” Schiller said.

Consumerization of IT
Perhaps, Schiller’s comments could also be considered acknowledgement on the part of Apple that the consumer is ruling IT anyway and will dictate which devices are used. In the September/October issue of Mobile Enterprise magazine, Gene Signorini, then an analyst with Yankee Group wrote: “It appears that nothing can slow Apple down, and unless the company makes a significant misstep with the next iPhone release (and it truly would have to be a disaster for it to be a misstep), it’s likely that  iOS will continue its inroads into enterprise acceptance.”

Certainly, while there were no surprises, there were no missteps either with the release today, but no “a ha” moment for the enterprise either. Now, VP of Mobile Insights for Mobiquity, Signorini says, “There was nothing earth-shattering coming out of Apple's iPhone 5 launch, nor anything that various bloggers, analysts and commentators didn't predict in one form or another.  Does this mean that Apple is losing its touch, or that it's getting more and more difficult to introduce groundbreaking features to the smartphone?  The latter is closer to the truth, as the market moves to more evolutionary versus revolutionary advances.”

Where’s the mini?
Noticeably absent, and the device that would indeed have more ramifications for the enterprise was the rumored iPad mini. Gadgetites, bloggers and other industry experts now point to October for a possible launch. This may give the enterprise more time to prepare as Sam Lakkundi, Kony's Chief Mobile Officer  points out. “With the iPad mini still anticipated for 2012, it serves as a reminder that we will continue to see mobile chaos in the enterprise. As new devices are constantly brought to market, companies should be thinking about strong BYOD policies.”

Overall, Signorini says, the pace of change and innovation is still amazing and believes Apple will still sell millions of iPhone 5's, and in relatively short order, “a credit to the ecosystem they have created around their devices, apps, and content.”


Billed as faster, thinner, and prettier, here’s a rundown of features. In general, the new iPhone features a 4-inch Retina display, an A6 processing chip, several connectivity options and improved battery life. The device also comes with the iOS 6 operating system.

Size and Appearance: The device is thin with a 7.6 mm anodized aluminum body, making it 18 percent thinner and 20 percent lighter than the iPhone 4S. The 326 ppi Retina display delivers more pixels than the phone’s predecessor and is taller, but not wider, than previous models for easy navigation and typing.

Connectivity: The device’s 4G LTE capabilities expand to Sprint, AT&T and Verizon in the United States and can transfer data at up to 100 Mbps. Additionally, the device has several other connectivity options, including HSPA+ and DC-HSDPA. To support LTE technology, Apple has established a single-radio LTE solution, and also features dual-band 802.11n Wi-Fi support for data transfer of up to 150 Mbps.

Performance: The new A6 chip was designed by Apple to maximize performance and power efficiency of the iPhone 5. Pages, apps and downloads are launched and delivered to users faster than with the A5 chip while giving them up to 8 hours of LTE browsing.

As noted, the device comes with iOS 6 and over 200 new user features, including an all new “Maps” app with cartography, turn-by-turn navigation and “flyover” view. Staying in touch and organized is expected to be easier for enterprise users with features like a five-day calendar view, Facebook integration for user contacts and calendar, and a Passbook application to keep items, boarding passes and hotel reservations in a place where they can be accessed easily.

Other features include:

  • Improved camera options: The 8-megapixel iSight camera is 25 percent smaller than the camera on iPhone 4S and features a sapphire crystal lens cover that is thinner and more durable than standard glass, a new panorama feature, and video features like improved stabilization, video face detection for up to 10 faces and the ability to take still photos while recording. Meanwhile, a new FaceTime HD front-facing camera makes calls and can also be used for photos and recording 720p HD video. (Now enabled on the cellular network. Check your data plan first!)
  • A new connector: The device features the new, all-digital Lightning connector that is smaller, smarter and more durable than the previous connector and features an adaptive interface that uses only the signals that each accessory requires. The connector is reversible and also has a Lightning-to-30-pin adapter to connect the new iPhone to older accessories.
  • Enhanced audio features: New audio capabilities on the device include a directional microphone system for higher quality sound and noise canceling technology. There is also support from over 20 carriers for cellular wideband audio for crisper clarity and clearer speech.
Pricing & Availability
The new device comes in three models: 16GB ($199), 32GB ($299) and 64GB ($399). and will be available from the Apple’s online and retail stores, as well as through AT&T, Sprint, Verizon Wireless and select Apple resellers throughout the U.S. on Friday, Sept. 21. Pre-orders will begin a week earlier on Sept. 14.


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