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In the Apple vs. Samsung Smartphone Battle, Looks Matter: WSJ

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While processing power, dual cameras, and AR technology certainly might play a part, it’s the design and look of the smartphone that fuels the fire of the rivalry between tech giants Apple and Samsung.

The Wall Street Journal has today published a story discussing how, 10 years following the release of the very first iPhone, the smartphone battle between Apple and Samsung has now shifted to the design of a phone, rather than its technological specifications.

“Smartphone innovation has plateaued in the eyes of many consumers, who now see incremental changes instead of game-changing features, like a front-facing camera or a crisper-looking display, that they once lined up for,” reads the story.

“Companies used to design phones to show off their technology,” said Samsung design chief M.H. Lee in an interview. “Now the focus is on designing a product that can be a buddy to the person, inseparable to them.”

According to Charles L. Mauro, president of MauroNewMedia, a product-design research firm that has done consulting work for both Apple and Samsung, a smartphone’s looks now accounts for about 50 percent of a consumer’s decision in purchasing a device.

“The [Samsung Galaxy] S8 is nudging the bar higher as Apple seeks to impress with its 10th anniversary iPhone this fall,” reads the report. “For Apple to outdo Samsung on design, analysts said, it would need a new distinguishing feature, like a fingerprint sensor beneath the display rather than a physical home button.”

If this is the case, it seems as if Apple will need to up the ante on marketing to persuade old and new consumers alike that the iPhone should be their number one choice.

The tenth anniversary ‘iPhone 8’ and its supposed design has already ‘leaked’ on the web, showing a design which includes vertically stacked cameras on the rear, and the elimination of the Home button.

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