Why We are NOT Disappointed with the iPhone 4S

Why We are NOT Disappointed with the iPhone 4S

By Renaud desRosiers

Lost in the lukewarm at best and openly disappointed at worst headlines of yesterday’s iPhone 4S release from Apple (see for example Huffington Post’s Why we are disappointed with the iPhone 4s (http://www.huffingtonpost.com/2011/10/05/iphone-4s-disappointed_n_995095.html), is what we at CGA think is an extremely positive trait of the device. The very trait that people are panning—the lack of an upgrade to what is already a highly functional, efficient body design—is actually a rare piece of good news in the world of sustainability and tech.
So what is there to celebrate about a lack of evolution? Well, for starters the fact that change isn’t always needed and that change for the sake of change is not a good thing in terms of our disposable economy. In this case, the form of the product already maximizes functionality so there was no need to upgrade it. The changes that Apple did make seem to be aimed at performance and functionality of the device—making it better rather than making prettier.
But wait a minute, how is this sustainability win? Upgrading your smartphone once a year is not a very sustainable lifestyle choice. While there will still inevitably be a rush to the new device by people who can’t help themselves from having the shiniest new thing out of Cupertino, we are hopeful that the number of those individuals making an upgrade they don’t really need will be somewhat reduced by the fact that Apple maintained the same body. Those who are simply looking to stand out on the train with the newest device will not be able to do so because of the lack of difference in physical appearance between the new phone and the old iPhone 4. In short, it will be harder to use the iPhone 4S as a fashion accessory. Plus, as a side benefit, that’s millions of sparkly accessories and cases that won’t need to be replaced either.
Whether or not their engineers were inspired by this line of thinking, we applaud Apple for not making an unnecessary cosmetic change to an already excellent product. Wall street might very well disagree with this logic and punish Apple shareholders but we think this is an example of the kind of restraint and reasoned, functionality driven upgrade cycle that companies need to start doing a lot more often. We also think that in the long run, making better, more durable products that don’t require an annual replacement cycle will build lasting real value for brands. Yes, because of the current quarterly profit obsession of financial markets a company taking this strategy might take a short term hit from Wall street. But our hope is that in the long run this builds deeper consumer loyalty, an enhanced quality image, and a smoother more stable and consistent sales cycle that is less dependent on a fickle sense of fashion and therefore less feast or famine.
So while many in the tech community are no-doubt feeling disappointed today, we’re excited that Apple has not significantly upgraded the body of the iPhone 4S.