Analysts predict that the smartphone market will peak in 2018 and from that point begin on a slow decline.

Apple launched the iPhone 7 in San Francisco at an orchestrated media event, along with showcasing the second generation Apple watch.  Outside reviews were mixed with the analysts less than impressed and this was reflected in a slight dip in the company’s stock.  However, Apple are confident and expect the latest handset model to sell out. This is the first iPhone upgrade that does not significantly differ from its predecessors and highlights how post Steve Jobs, Apple is perhaps taking less creative position, or possibly just pre-occupied on the latest European tax talk.

Big news from Apple is their announcement that they have formed partnerships with Nintendo and Niantic, allowing them to bring Super Mario to mobile devices and the newly released, Pokemon Go to the Apple Watch.

In a sustained effort to penetrate the Chinese market and stave off local competition from Xiaomi, alongside new hardware and software, Apple communicated its intention to expand its iPhone Upgrade to both China and the UK.  This means that users will be able to pay for their new smartphones by instalments on zero interest and benefit from a free upgrade option, unlike the mandatory two year cycle other mobile service providers operate.

Recently the smartphone market came under fire with Samsung needing to recall around 2.5m Galaxy 7 handsets for safety reasons. This action is estimated to cost the Korean company in the region of $1bn.

Staying out of trouble and ahead of the communications game is what consumes the big firms in their respective industries like Uber, WhatsApp and Deliveroo, as they need to come up with strategies to grow and expand further.

Would you rather own a bespoke Smartphone ?

Read “Inside the world of bespoke mobile phones” by Simon Barnes