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Apple's Tim Cook Unveils iPhone 4S, Fails To Live Up to Steve Jobs

Thompson on Hollywood By Maggie Lange | Thompson on Hollywood October 5, 2011 at 4:32AM

Yesterday at the "Let's Talk iPhone" conference, Apple changed things up. Rather than announcing the iPhone 5, they announced a phone that looks no different than their current model, and only distinguishes the new product with an S added after iPhone 4. However, while the iPhone 4S appears to be no different, its capabilities are innumerable (Apple numbered them at over 200).
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Thompson on Hollywood

Yesterday at the "Let's Talk iPhone" conference, Apple changed things up. Rather than announcing the iPhone 5, they announced a phone that looks no different than their current model, and only distinguishes the new product with an S added after iPhone 4. However, while the iPhone 4S appears to be no different, its capabilities are innumerable (Apple numbered them at over 200).

The most important updates are the dual-core A5 chip, which is almost twice as fast as the current model, according to TechCrunch. The camera has been updated, the battery life augmented, the phone quality increased, and Apple happily introduced "Siri": an intelligent system that allows you to speak into the phone and make command requests-- like asking it to search for results on Google, read your text messages, and change calendar events.

Thompson on Hollywood

Although some feel that the iPhone 4S is a letdown--folks were eagerly anticipating not just an upgrade but a brand new iPhone 5-- the new product might have important implications for marketers, AdAge reports. With increase capabilities, advertisers can gear their message towards the predicted surge in voice search and photo sharing.

This event marked a poignant moment for many who missed the iconic presentations of Steve Jobs. The WSJ's Carmine Gallo reports:

Tim Cook is following the greatest opening act in corporate history. It’s nearly impossible to satisfy the audience after they’ve seen the best. But Cook has no choice. He’s the new CEO of the world’s most admired brand and it’s not his fault that he’s being compared to the world’s greatest presenter… Cook did something very smart when Apple introduced the new iPhone 4S on October 4th. He didn’t change the plays.

According to Gallo (The Presentation Secrets of Steve Jobs), the plays were: passion, a wow moment, a twitter friendly headline, visual slides and selling the benefit. In an article entitled Apple's iPhoney, the New York Post adressed those who missed Apple's former CEO:

Apple's new boss walks, talks, and even dresses like his legendary predecessor in casual black garb, his big-stage debut Tuesday to tout the latest iPhone failed to impress investors. The longer Cook stood on stage, the further Apple shares fell.


This article is related to: Moguls, Web/Tech, Tech News, Media, Marketing, Apple


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Thompson on Hollywood

Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.