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Mixed reaction to new Apple iPhone

Press AssociationPress Association 7/09/2016

The features of the iPhone 7 have split the technology industry, impressing some, but leaving others feeling underwhelmed.

Geoff Blaber from analyst firm CCS Insight said that Apple had arguably exceeded expectations with the 7 and 7 Plus.

"In the context of a smartphone market that is firmly in an innovation drought, there's a strong argument that the iPhone 7 is more than an iterative update," he said.

"Upgrades are all important to Apple and for consumers coming from an iPhone 5s or iPhone 6, the iPhone 7 will feel like a considerable step up."

However, smartphones expert Ernest Doku from comparison site uSwitch said the iPhone 7 would fail to grab the attention of many.

"Despite being touted as a credible numbered sequel, it was difficult to escape the feeling that the iPhone 7 is very much an iterative device rather than the step change needed to allay concerns of falling fortunes," he said.

"Having said that, the device nailed the key features consumers look for in a flagship smartphone, from an improved display and increased resilience to water and dust, to an improved camera and better battery life.

"Only time will tell if this is the model to help Apple to break away from Samsung, who is aggressively biting at their heels with a strong line-up in the Galaxy S7 and Edge."

The controversial decision to remove the headphone jack from the two iPhones could also prove pivotal to the iPhone 7, it was claimed.

The lightning port of an iPhone 7 © Provided by Press Association The lightning port of an iPhone 7

"The removal of the headphone jack will be the spark for widespread innovation in accessories and a meaningful revenue opportunity for Apple," Mr Blaber said, also praising the news that the 7 is water and dust resistant for the first time.

"Twelve months from now, the removal of the headphone jack will be viewed as an Apple masterstroke," he added.

"iPhones have had a poor reputation when it comes to accidental drops and water damage.

"The IP67 rating on the iPhone 7 will be welcome news for careless owners and will doubtless hurt some of the numerous repair shops that have appeared on every high street."

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