Apple is still hugely exposed to the lack of diversity in touch screen and battery smarts. I expect to see something there, because it must hurt paying Samsung with one hand, while you are suing for a pound of flesh with the other.
One problem is the ELVESS OLED camera tracking vapour deposition systems used in the manufacturing process are only made by Canon and only in very small quantities - about 10 a year.
LG, has yet to prove themselves regarding Mobile OLED display panel. ( Look at the problems with V30, and soon the Pixel 2 ) I seriously doubt Apple are putting $2.7B on the Mobile OLED, ( or what LG called POLED, which is the same as Samsung's AMOLED ), they could have spend the same money on JDI.
And one reason why I dont believe Apple will invest in an OLED production line for capacity and assume their quality standard will improve in the future. LG had the best Desktop > TV Size OLED Panel ( WOLED ), that is I think where Apple are heading.
I would just tack on, "then leverage global markets to get those margins as wide as possible". Apple really loves their huge margins. Their design work plays into this by creating a brand and lifestyle for their products, increasing the price. I feel that many of Apple's business decisions come down to either ensuring margins stay high or opting for materials, parts, and designs that increase them.
Sure, iPhone "Animoji-Class-Signalling" x will definitely reach back into this level for a bit, but I think that smartphones (and iPhones) are so ubiquitous these days that there's no lifestyle to project from having an iPhone any more.
Lifestyle signaling never stops playing a role, for anything sold commercial, in any market in any nation.
Nike has been popular and common for three decades. If anything shouldn't be a lifestyle signal, it would be Nike, right? There's a gap between Russell Athletic or Champion and Nike. You can go further and use Gildan (generic, medium quality) vs Nike. Here, take a walk around Walmart's athletic wear department:
You'll instantly notice the lack of Nike or Under Armour, much less anything more expensive. There's a reason for that: the bottom half of the income bracket can't afford to frequently, needlessly pay a large mark-up for the swoosh logo. That below middle class, 13 year old, knows there's a lifestyle gap between Russell and Nike, and very particularly so does the Nike Corporation - it's something they monitor like a hawk.
Poorer people know there's a gap between a new iPhone model and other cheap phones that get thrown at you for $0 or $39 as part of a deal in signing up with a telecom carrier.
You know what's fascinating about the iPhone ? So many people online, really smart ones, have analyzed Apple's sucsess and strategy, with great depth.
And yet rarely mentioned is the huge impact brand/luxury marketing has had on it sucsess and the methods used to get Apple there.
Almost makes you believe in conspiracies :)
For example, it's a known thing in the luxury marketing business - that if you want to create a luxury product with high margins - you need to talk about unique materials and processes, that nobody else knows how to do. And maybe that makes Apple's cpu the first brand driven processor ?
Or that's a good part of luxury marketing, is creating an image of a godlike founder genius. Who is a better example than Jobs ? and only recently we're started to see storiesi about how actually the iPhone was mostly a team effort by a group of smart people, and Jobs didn't play such a big part in it.
Or the fact that all the stars use iPhone(maybe because it was the first smartphone, and now they are locked into it), and that's the kind of advertisement money cannot buy ?
Anyway, reading the full story of Apple's marketing would be a really interesting tale .
Calling that lifestyle signaling completely misses the boat. Samsung could easily afford to beat Apple at the smartphone game, but they would need to improve or replace Android.
I know at least 10 people that bought an Android phone after owning an iPhone and every single one of them switched back. Really, after years of using an Android people don't switch back because of familiarity.
PS: I am not saying Android is strictly worse, just there are meaningful positives on the iPhone side.
For me to understand this, I need to know what lifestyle Apple is trying to convince the iPhone will give you.
The biggest thing I can think of is Instagram and Uber, two things which everyone knows happens without iPhones.
...what is this magical iPhone lifestyle that’s I’m being sold?
In phones Apple hasn’t been first with any technology, but it’s been first making the useful and usable for the mass market a lot.
They're rarely going to get it right.
What does this mean? What is a 'design smart'?
Like today. What is the ubiquitous Energy Unit? There are flat batteries out to like 2500mAh, but for most applications, it's gotta be the 18650 cell.
And accordingly, ho-lee shit. 2600mAh is around what you can rely on a factory-fresh authorized 3.7V cell having. But let's look at Amazon. 3000mAh abound. 5800mAh and above are available as well! And ebay? 6,800-9,900Mah! Ten fucking amp-hours! 'Optimistic' is one word...'Advertising' is another.
However, the 18650s have no internal electronics to prevent any charging mishaps.
- Overcharge protection (prevent charging past the max voltage, probably ~4.2V but intentionally shrinking this window might prolong cell life)
- Short circuit protection (Like, a fuse? Would a PTC one work?)
- Limit charge current (0.5-1C for LiPos, 5-10C for LiCaps, etc)
- Undercharge protection; prevent discharge past a 'low voltage' value and (ideally) permanently disable cell or severely limit charge rate if voltage drops below the minimum safe value.
- (Ideally) Balance voltage between individual cells.
I believe you can get ones which do have this - e.g. https://www.amazon.co.uk/Canwelum-Protected-Lithium-Battery-...
"Reliable 18650 Battery: Integrated with protective board, avoiding overcharge and discharge, protecting your led torches or head torches. "
There was also this project on hackaday to make a "topper", but it would not work w/ leaf spring battery connects because of the increase in height.
I guess the higher the current the better you vaporize the material?
The higher this limit generally the "safer" the battery performs in high drain operations like actually vaping the ecig, and this means that not only can you go to higher power levels, but that lower ones will also generally not heat the battery as much, and reduce the risk of thermal runaway or venting.
Take a variable power mod using power regulation set at 50w (a relatively common power setting for enthusiast/higher end vapers but that can be a daily driver), with an atomizer at 0.18ohms resistance and a Sony VTC5 18650 as the battery with 2600mAh capacity and a sustained safe current amperage limit of 30A.
To get 50w you will need to apply 3.00V / 0.18ohms or 16.67 amps. If you for instance choose a poor battery re-wrap, like this Cylaid 3500mAh advertised at 10amp continuous discharge, which is actually just a "re-wrapped" battery which can only sustain 8 amps, you would be in dangerous territory where the battery would likely get much hotter than a quality one and have higher potential for thermal runaway/venting.
The most interesting thing you'll notice is an inverse relationship with capacity in mAh and continuous discharge in amperage. You can either have a higher capacity battery with lower continuous discharge current, or a lower capacity battery with higher continuous discharge current, not both.
This holds true even if the coil is 0.5Ω
The ones that are advertised above that are 100% lies and are generally pretty crappy batteries.
At first, I was thinking, "Surely they mean "current" and not "every." So, I clicked the link and, sure enough, they do actually mean every iPhone.
It's a bit more in-depth than I'd expect from Bloomberg and that's a pleasant surprise. Nice find, OP.
Edit: and others that I missed as noted in other comments: 4S, 5S, and the Plus sizes.
I remember reading articles where folks from Blackberry were reminiscing on the iPhone being unveiled and there were a lot of people who just couldn't believe what Apple had done was actually possible, I think the line was, "it must just be a battery with a screen'.
When the iPad was announced, I read on some display-oriented tech site an analyst who was convinced Jobs was lying about its battery life and would have to retract the claims before it shipped. "I'm an expert, and no LED display that size can be powered that long" yada yada.
So what the parent means is that since the iPhone achieved such impact without extraordinary/novel components (e.g. without ICs being a differentiating factor), it means that its concept/software/combination/form etc was ahead of its time.
Might that be the case as well?
I've had such bad luck with knock-off batteries in general that I really don't want to risk one in my phone.
My iPhone 6 is down to about 83% max capacity (1500/1810 mAh) after 3 years of daily 1-3 full discharges: ~2200 cycles (total guess, I don't know if the phone tracks this, but I can't find it). Seems like a pretty robust part.
Let say these tech for sure it wont be 5 times, but more like 10 times the cost. So for $30 battery, which offer double the energy capacity of the $3.3 unit at the same volume, an extra $26.7 BOM cost, which translate to roughly $70-$80 extra in Retail price. ( You have to add all the patents cost % etc, and then Apple's margin, this calculation is similar range to BOM cost and Final RSP )
Are you willing to paid extra $80 if the iPhone offer double the battery?
What was I expecting? I was expecting some crazy yes! For only $80, you dont have to buy an $30 battery pack anymore with cable lying around. And it will surely last you the whole day.
But the results were a surprise, lots of No. These people think the battery are fine, it could do a little longer battery, but it is not worth $80.
My guess is that lots of geeks and tech enthusiast wanted bigger battery, but the majority are simply doing good with what is on offer.
Maybe you'll get some additional capacity, but probably not a lot. Quite possibly there isn't a higher capacity option that is acceptable for other reasons.
I was flabbergasted. He'd rather sacrifice wirelessness to have a 2mm thinner phone.
I, personally, would have loved to have a larger battery and no camera bulge, BUT, when I tried a cover that would even out the back of the phone (just like a larger battery might have done), I found the phone noticeably larger and, finally, went back to the non-covered phone.
I'm pretty sure at Apple people have carefully decided how large a battery had to be to reach 1 day (say 18 hours) of regular usage and they designed the device size around it.
Replace the 30-pin connector with microUSB, upgrade the processor, modem, add more storage. Also, use a battery that can be easily acquired (and not just pulled from other phones).
Use the existing screen/digitizer, speakers, microphones, cameras, and antennas?
No forced reliance on iOS 11.
Changing any one thing (SoC, connector, etc) isn't possible because you'd have to be really good as OS hacking to add support for it, especially when it is closed sourced.
The chassis on the sides has some pretty bad gouges, but I have never had a crack on the screen or digitizer.
I did have to replace the 30-pin connector interface (it would charge and transfer data fine, but had some weird short-circuit where it thought an external speaker was plugged in, and there would be no sound for videos).
Was yours an OEM digitizer?
The 5S I have is on its third battery and the digitizer is starting to separate. The lightning port will only work with cables in a specific orientation, and slight jiggling causes a momentary disconnect (using actual Apple cable and charger).
Plus you probably don't want to be handing over large wads of cash to a SoC/baseband chip manufacturer that serves your competition in the phone space.
So Apple wanted to make, my guess a LTE only 4G Baseband, no 2G, 3G attached, hence Apple wanted a better deal.
> MDM9655 or XMM 7480 modem1 Likely Countries of Origin: U.S., Taiwan 2 Cost: $11.50 3 Designers: Qualcomm, Intel
Bloomberg says iPhone 7's modem had a similar price.
But they've just written a story on how Apple is battling Qualcomm over an $18 modem . So I wonder if $11 is what Qualcomm was charging everyone else for the modem - like those who also bought its Snapdragon platform - but charged Apple $18, and that's why Apple sued them. Basically, kind of like how Intel was charging OEMs more for the laptop CPU itself than they would for the CPU+GPU bundle (until they actually put them on the same die at least).
 - https://www.bloomberg.com/news/features/2017-10-04/apple-and...
The article you've linked is clear: Apple's claim is that they have to pay Qualcomm royalties (independent of the price of the part itself) proportionally to the selling price of the device. When Apple sells a 500 USD and 1000 USD phones with the identical Qualcomm modem, Qualcomm gets twice as much royalties for the later, and Apple claims it's unfair, given that the modem is identical.
Tim Cook, January: "so we were in a situation where the more we innovated with unique features ... the more money Qualcomm would collect for no reason."
Qualcomm would of course say that the 1000 USD phone without their modem wouldn't sell at all. But the patents for the standards are supposed to be fair. Is the deal fair? That's what the courts will decide... or as Qualcomm hopes, Apple will settle before.
There are three paragraphs of introductory information, and literally 100% of the remaining content is images of completely disassembled and knolled iPhone components, with a brief description next to the parts.
I'm not actually certain how you could represent this information any better than they already have.
They don't do this with just iPhones fyi, they do it with a ton of different things.
I see the iPhone 7 cost of materials is $237. No wonder Apple makes so much money!
I think it's more useful to look at their financials as the iPhone is their highest grossing product, with guidance of a ~35-40% margin.