TSZ[

Matt Albano
Dr. Erin Dietel-McLaughlin
Multimedia Writing and Rhetoric
14 November 2011

Face Time to 'FaceTime: The global impact oI Apple`s innovation
Apple has emerged as the most innovative company in the world over the past decade
through their avant-garde approach to technology. What originally began as a business Iocused
on MP3 players music sales, Apple has blossomed into a corporation that sells an attractive array
oI all types oI electronic devices. Along its revolutionary path, Apple innovated the market Ior
cellular devices through the creation and evolution oI the iPhone. With the recent release oI the
iPhone 4S and iOS 5 soItware, the company`s true creativity was displayed and conIirmed by
widespread sales throughout the country. Thus, despite new leadership and the prominence oI
Google Android products, Apple`s innovative approach to communication, particularly evident
through the company`s recent products, has and will continue to transIorm the way human
beings behave and interact. Apple`s innovative iOS 5 technology contains many new Ieatures
and advances that are ultimately improving mobile communication and browsing at a rapid pace.
Apple has also managed to absorb popular Ieatures Irom its competition in order to create an
ideal, well-rounded product that attracts an array oI consumers. On top oI this, Apple`s Iuture
looks equally as bright with a slew oI innovative products expected to debut in 2012. Despite
Apple`s innovative reputation and growth, Android`s popularity has always threatened Apple`s
market power. However, the power in this competitive market is continually shiIting towards
Apple as time progresses. As a result, Apple has gained a wider consumer base and more control
over consumers. Due to this somewhat monopolistic situation, Apple`s innovations and
TSZ[
advances have a much wider eIIect on consumers. The eIIect is dangerous as well, being that
these innovations are causing users to adopt the new means oI communication and live in a
media bubble. This transIormation oI communication threatens to change traditional business
practices as well as socio-economic settings and thus, is oI high importance. And Iinally, despite
the Iear oI a decline in innovation Iollowing the death oI Steve Jobs, Apple will continue to
strive and transIorm the market Ior cellular devices under the leadership oI Tim Cook. In this
way, recent as well as Iuture activity Irom Apple threatens to change the world in ways that
consumers should be cognizant and IearIul oI.
The innovative iOS 5 soItware incorporates new means oI communication that attracts
customers oI all age, gender, and occupation. Firstly, the continuation and improvement oI
FaceTime as a medium oI interaction transIorms mobile communication by allowing visual
encounters via cellular devices. In Iact, the new FaceTiming soItware Iurther extends users`
communication ability in that it is capable oI video chatting with other non-cellular Apple
products including iPads, MacBooks, and other Apple devices with Wi-Fi connection.
According to Apple, the product allows one to 'be there in person even when you`re not
(Apple). This technology largely enhances communication in the sector Ior mobile devices,
especially among Apple users, and thus marks an attractive improvement in the product. Along
these lines, iOS 5 users are also able to communicate over Facebook with new and extended
Ieatures exclusive to the soItware. With the addition oI mobile Facebook chatting abilities,
iPhone users are now able to contact Facebook Iriends as well without the use oI a computer. In
the opinion oI Nick O`Neill, a technology analyst Ior All Facebook, 'this is a big deal because
you will have instant access to all oI your Iriends who are on Facebook (O`Neill). Furthermore,
O`Neill demonstrates the aIIect oI such technology by showing its threat to the Ioundation oI
TSZ[
mobile communication and raising the question 'does this spell the death oI SMS? (O`Neill).
This advance in mobile social networking capabilities Iurther demonstrates the communication
improvements oIIered by the new iOS 5 soItware and the innovative nature oI Apple. Finally,
the addition oI iMessaging to the lineup oI communication options even Iurther improves the
new iPhone soItware. This application allows Apple users to communicate in a manner similar
to SMS texting. However, the soItware does add numerous advantages to the traditional Iorm oI
communication. According to Apple: 'With iMessage, as soon as your message appears on a
Iriend`s iOS device, you`ll get a delivery receipt letting you know it went through. And see when
someone is in the middle oI typing out a reply (Apple). As iI the above beneIits were not
enough, the service is Iree through Wi-Fi connection: another Ieature built into the iOS 5
soItware. In this way, Apple has oIIered a user-oriented means oI communication between
Iellow Apple users, thus advancing the development oI new communication mediums in the
market Ior mobile devices. Through the innovation oI the iOS 5 soItware and the iPhone 4S,
Apple has improved the quality and quantity oI communication mediums in the Iield oI mobile
technology.
The new iOS 5 soItware also uses unique Ieatures and applications Irom competing
companies, thus creating an elite, well-rounded product. Firstly, the new iOS 5 soItware
incorporates a notiIication bar that places all notices in one compact and simpliIied location. In
this way, users are able to view Facebook, Twitter, SMS texts, MMS texts, e-mail, and even
reminders in the same news Ieed (Apple). As appealing as this may be, it is Iar Irom original. In
Iact, Android created such soItware with the release oI the Droid in 2009 (Burnette). Regardless,
this notiIication bar improves the iPhones communication appeal by simpliIying the ritual oI
checking numerous applications Ior notiIications by replacing it with a single notiIication bar
TSZ[
that automatically completes this process Ior the user. Apple also released an application called
'PC Free which is built into the iOS 5 soItware. This Ieature allows Apple products equipped
with the new soItware to sync wirelessly through Wi-Fi connection to nearby computers. It also
automatically backs up Iiles Irom such devices at the beginning oI every charge by wirelessly
transIerring Iiles to nearby computes (Apple). Coincidentally, similar to the notiIication bar, the
PC Free soItware was also taken Irom Android, whose phones had such capabilities three years
prior to release oI iOS 5 (Burnette). With the addition oI these other original Android Ieatures,
the iOS 5 soItware improves its status as an elite, well-rounded product and Iurther demonstrates
the innovative nature oI Apple. The new iPhone 4S also includes a superior operating system
known as the 'A5. This chip includes two cores which according to Apple`s website 'deliver
up to two times more power and up to seven times Iaster graphics.|Also| because the A5 chip
is so power-eIIicient, iPhone 4S has outstanding battery liIe (Apple). However, Apple buys this
product Irom Samsung, the company that owns production rights to it and included it in its own
Galaxy S model. The Galaxy was released October 2, 2011, ten days beIore the release oI the
iPhone 4S (Sartain). The A5 chip also enhances the iPhone`s communication capabilities by
processing inIormation quick, which allows Ior superior connection with other devices. Also,
the A5 processor leads to longer battery liIe ,which increases the amount oI time one can
communicate on the iPhone 4S between charges. II the above Ieatures were not convincing,
Apple also copied RIM`s 'Blackberry Messaging application with the release oI iMessaging.
Both programs limit communication to products oI the same brand, both show when messages
have been received, both show when receiving phones are typing, and both are Iree and
unlimited with data plans or Wi-Fi (Burnette). The only diIIerence between the two applications
is that Blackberry released BBM on February 15, 2008: about three and a halI years beIore the
TSZ[
release oI iMessaging (Burnette). By adding a superior alternative to SMS texting, the addition
oI iMessaging to the iOS 5 arsenal Iurther enhances the communication abilities oI the iPhone 4S
and makes it an attractive product. Thus, the absorption oI popular Ieatures Irom competing
Iirms allowed Apple to Iurther improve the communication capabilities oI the iOS 5 soItware.
Apple`s Iuture is also very bright due to numerous anticipated releases that Iurther
threaten to transIorm the market Ior cellular devices. Firstly, Apple has announced the creation
oI an iPhone 5 which, judging oII oI the current iOS 5 soItware and rumored Ieatures, should
Iurther transIorm the market Ior cellular devices and means oI communication. According to
rumors, the iPhone 5 is expected to debut around June oI 2012 and contain many improvements
Irom the iPhone line. Such Ieatures include a shatter-prooI screen, Iace recognition security
system, 3D photograph capabilities, 4G service, world phone capabilities, a Iaster A6 processor,
a Flash capable SaIari, and a message indicating light (Clandestine). Such Ieatures are
speciIically designed to resolve many complaints Irom current customers regarding the current
iPhone 4S and past iPhones as well. However, these Ieatures also promise to Iurther improve
communication means on mobile devices. With world phone capabilities and standard 4G
service, the iPhone 5 will be capable oI communication regardless oI location. Furthermore, the
improved A6 processor and Flash capabilities will enhance the browsing speed oI the device as
well as enable many new means oI interaction through mobile internet. Thus, Apple certainly
will enhance communication capabilities oI its iPhone line with the release oI the iPhone 5.
Apple also plans on releasing the iPad 3 in the summer oI 2012. This product is rumored to have
a much improved screen resolution, improved brightness, improved battery liIe, a Iaster A6
processor, and a sleeker design (Bell). More importantly and relevant to this argument, the iPad
3 will have iMessaging capabilities as well as an revolutionary FaceTime soItware (Bell). The
TSZ[
addition oI these two applications to the already popular iPad line also promises to innovate
communication means. This Iuture release will allow iPads to interact with other Apple products
through Iree textual communication means as well as impeccable video and audio clarity. Thus,
Apple`s Iuture products are indeed promising and certainly threaten to Iurther transIorm
traditional communication that society has learned to operate with.
Apple`s progression as an innovative company has allowed the Iirm to gain popularity
and begin to seize market power Irom competing Iirms. Since 2009, Android has been the
worlds most popular phone operating system. Its international reputation as a price eIIicient,
advanced product has increased its sales globally and allowed the company to dominate global
sales. However, due to its recent innovations and sales decisions, Apple has been able to begin
the process oI catching up to Android. Firstly, the iOS 5 soItware Iaired extremely well shortly
aIter its release in October oI 2011 and Apple increased its revenue as a result. To highlight this
assertion, as oI November 8, 2011, 38 oI non 4S iPhone models updated to the new iOS 5
soItware while over 4 million iPhone 4S models were sold in the Iirst available day (Ong). This
apparent popularity oI the iOS 5 processor demonstrates an increased interest in Apple products
and consequently, greater market power. Furthermore, according to IDC, a highly regarded
analysis web-Iirm, 2012 iPhone sales are expected to increase by 41 while Google Android
sales are expected to increase by 31 and Iellow competitor Blackberry RIM sales are expected
to increase by 5 (IDC). Additionally, with the anticipated price drop oI the iPhone 4S to $99
upon the release oI the iPhone 5, an increase in demand is imminent while Apple`s control oI the
market Ior smartphones is expected to increase Irom 23 to 31 (IDC). This predicted
advantage in sales growth and market power is a Iactor oI both the improvement as well as
expanded availability oI Apple products. According to Joel Fernandez, a technology analyst Ior
TSZ[
the techlabs.com community, the aIorementioned iPhone 4S and iPhone 5 'in terms oI both
hardware and soItware, will deIinitely entice any smartphone buyer (Fernandez).
Furthermore, Apple has vastly improved the availability oI its product by oIIering the iPhone 4S
to Sprint and Nextel customers rather than exclusively to Verizon and AT&T customers. In Iact,
by oIIering this revolutionary product to a wider consumer base, Apple increased iPhone sales by
12 Irom October, when Sprint and Nextel initially oIIered the product, to November oI 2011
(Gaylord). Thus, the improvement oI Apple technology will have a large impact on consumers
due to its increasing global popularity.
Although Apple products are appealing and appear to be wise investments, it is important
to be mindIul oI the eIIect oI such popular products. The market Ior smartphones is currently
one oI the most rapidly expanding markets in the world. In Iact, according to the highly
respected Iinancial statistic analysis group IDC, the sales oI all smartphones expanded by 65.4
over the Iirst two quarters oI 2011 (IDC). Due to such an increase in demand Ior smartphones,
especially the iPhone, Apple continues to expand its global inIluence. Recently, such gross sales
and market power have created somewhat oI a monopolistic power Ior Apple. According to
Yahoo! Finance, a monopoly is a market that is controlled by the decisions actions oI one Iirm
(Yahoo!). In other words, in a monopoly, one Iirm has the power to set unreasonable prices that
would normally be regulated and cut down by natural Iorces in a competitive market.
Monopolies are very detrimental to consumers due to the price increases they oIten cause. And,
due to the increased popularity oI iPhone devices, Apple is beginning to gain monopolistic
power in the market Ior smartphones. Thus, consumers should heavily consider the hidden
consequences oI purchasing Apple products beIore proceeding to do so. Furthermore, Apple`s
increased inIluence on a larger base oI consumers ampliIies its eIIect on communication. As
TSZ[%
previously argued, the iPhone has indeed altered traditional communication norms and
revolutionized social interactions. However, the eIIects oI this transIormation are quite
detrimental. Above all, this improved technology has and will continue to draw users closer to
their mobile devices and Iarther away Irom their personal surroundings. According to Sherry
Turkle, an ProIessor oI Behavioral Science Technology at MIT and a critic oI growing mobile
technology, 'each person at |a train| station is more likely to be having an encounter with
someone miles away than with the person in the next chair. Our media signal that we do not
want to be disturbed by conventional sociality with physically proximate individuals (Turkle 3).
Turkle claims that this recent technological boom in mobile devices has created a 'tethered selI
(Turkle 1) that is disconnected Irom its surroundings and lives in a 'media bubble (Turkle 3).
Furthermore, studies by behavioral psychologists such as Carolyn Lin have proven through case
studies that 'as children spend more time with interactive media technologies, they also tend to
spend less time with their Iamily and become intertwined with their own social network (Lin,
Atkins 286). These critics oI growing technology both highlight the manner in which users oI
advanced technology value distant communication over personal interactions, thus Iurther
emphasizing the alarming nature oI growth in the Iield oI mobile technology. Furthermore, as
the popularity oI smartphones increases, especially at the alarming rate oI 65.4 per two
quarters as expressed by IDC, personal communication will continue to lose popularity and Iace-
to-Iace encounters will soon be replaced by FaceTiming Irom mobile devices such as the iPhone
4S. Thus, the ramiIications oI supporting the popularity oI Apple products are indeed
threatening and require both caution and awareness.
Although this growth in the popularity oI Apple`s iPhone line does aIIect all consumers,
it largely aIIects the business world and social norms by threatening to alter already volatile
TSZ[%
Iields. Firstly, with more individuals choosing to use the enhanced communication Ieatures oI
smartphones such as the iPhone 4S, new mediums oI communication alter many traditional
business practices. For starters, with growing popularity globally, smartphones will soon kill oII
middlemen and international trade barriers caused by poor communication. According to
Passion Computing, a Iirm Iocused on technology`s eIIect on global operations, 'E-commerce
will create eIIiciencies that eIIectively remove the need Ior a long supply chain but at the
expense oI social relationships (Passion Computing). Although the communication perks oI the
iPhone do make business more eIIicient, they threaten to eliminate many jobs and relationships
and Iorm a new business landscape. This change has both positive and negative consequences.
Firstly, it will make businesses more eIIicient and eliminate a large amount oI Iirm expenditures
caused by travel Iees and other unnecessary costs. However, as a result oI such improved
technology, many jobs such as middle-men will become obsolete and unemployment rates will
rise. To Iurther emphasize the socioeconomic eIIects oI the increasing innovation oI mobile
technology, especially the improvements seen in Apple`s iOS 5 processor, such a dependence
and 'tethering to these mobile devices provide advantages to those who can aIIord them. This
greatly contributes to the growth oI social inequality by providing the wealthy with strong
advantages such as FaceTiming capabilities and Iree iMessaging which Iacilitate business
transactions while the impoverished cannot aIIord them. Americans experienced a similar
situation during the Industrial Age and, with a similar period oI rapid technologic innovation, it
is likely that there will be a similar result now (Passion Computing). ThereIore, Apple`s control
on the market Ior smartphones has and continues to threaten traditional business practices and
economic norms while carrying many negative consequences.
TSZ[
Despite the aIorementioned inIluence Apple has had on communication mediums and
thus the world, many argue that Apple`s inIluence will begin to diminish. In particular, most
critics will point to the death oI Apple`s legendary CEO Steve Jobs on October 5
th
, 2011 as the
end oI Apple`s period oI innovative genius and thus its appeal to consumers. Michael
Yoshikami, Iounder and current leader oI the New York based Iinancial advising Iirm YCMNET
Advisors, is one skeptic oI a Jobsless Apple. Two days aIter Jobs`s death, Yoshikami was
quoted saying: 'There's a vacuum. It might not impact the product Ior the next year or 2 years.
But I think long term, |Jobs`s death| does silence a voice that really has been a guiding light Ior
this company |Apple| (Yoshikami). Skeptics such as Yoshikami would point to Jobs`s
achievements such as his ability to increase Apple`s worth by 9000 since being appointed CEO
in 1997 as evidence oI his undeniable signiIicance to the company (Yahoo). However, although
this opinion is widely supported by economists around the world, and although Apple`s stock Iell
5 during aIter-hour trading merely moments aIter Jobs`s death, there are also many economists
who argue that Jobs`s superb leadership was not restricted to what is visible to the public and
that the company will survive (Yahoo). One such economist is David Riedel, the President and
Founder oI the investment-banking Iirm Riedel Research Group. According to Riedel, "this
|Jobs`s death| is something |Apple| has been planning Ior and thinking about Ior a long time"
and 'one oI the qualities oI a good CEO is that he can pick the right people, and Jobs was one
such CEO (Krishnan). Following the logic oI economists such as Riedel, the late Jobs most
certainly chose a CEO he deemed capable oI continuing the process oI innovation that has
deIined Apple Ior the past decade. However, despite the opinionated disagreements over the
Iuture oI Apple and its inIluence in the market, recent statistics argue that Apple has and will
continue to operate on an inIluential level without the leadership oI Steve Jobs. According to an
TSZ[
Apple insider interviewed by market expert Anthony John Agnello, Jobs`s death has had little
impact on recent iPhone sales. In Iact, as oI Novermber 7
th
, 2011, a month aIter the death oI
Steve Jobs, 85 oI stores have reported selling out oI the new iPhone 4S. Furthermore,
increasing masses oI consumers were reIerred to online Apple stores as the only avenue oI
receiving the new smartphone within a reasonable amount oI time (Agnello). Based on the
recent inIormation provided by this anonymous Apple insider, it is clear that Apple`s recent sales
have maintained stability and the company has thus continued to inIluence consumers despite the
death oI CEO Steve Jobs. Although there is no clear indication as to how Apple will Iair in the
long run, it appears that at least Ior the time being, Apple will be able to innovate the market Ior
smartphones under the leadership oI new CEO and long time apprentice oI Jobs, Tim Cook.
Despite the recent obstacles, Apple has continued to strive Ior excellence and innovate
the technological world under the leadership oI Tim Cook. With the attractive Ieatures oI the
new iOS 5 soItware as well as the anticipation and appeal oI the iPhone 5, Apple`s Iuture appears
promising. The innovative Ieatures oI current Apple products as well as the promise oI
revolutionary technology to be released by the company in 2012, Apple continues to gain control
oI a larger consumer base. With such a growing demand Ior Apple products, the company`s
innovative products have changed the ways in which users interact while resonating throughout
the world. Yet, although such advanced technology may appear beneIicial to users, consumers
should be aware oI the consequences caused by such popularity. This includes the Iear oI a
seclusion, the extinction oI jobs, and possibly an increase in class division and poverty. With
Apple maintaining its innovative nature with the release more revolutionary smartphone
technology in the summer oI 2012, consumers should exercise caution and evaluate the true
eIIects oI their purchase. Apple will merely continue its revolutionary designing despite the
TSZ[
death oI the iconic Steve Jobs and thereIore, the company should continue to win over
consumers and amass even more market power. Thus, consumers need to be cognizant oI the
liIestyle changes such technology and market power cause and choose wisely when dealing with
mobile technology.


TSZ[
Work Cited

"AAPL: Summary Ior Apple Inc.- Yahoo! Finance." Yahoo' Finance - Business Finance, Stock
Market, Quotes, News. Yahoo, 25 Aug. 2011. Web. 4 Nov. 2011.
Agnello, Anthony. "Monday Apple Rumors -- IPhone 4S Still Flying OII Shelves ,
InvestorPlace." Best Stocks - Financial Articles - Stock Trading Tips , InvestorPlace.
Inverstorplace, 7 Nov. 2011. Web. 10 Nov. 2011.
Bell, Killian. "IPad 3 To Feature Dual-LED Backlight To Accommodate Retina Display
|Rumor| , Cult oI Mac." Cult of Mac , Apple News, Reviews and How Tos. 7 Nov. 2011.
Web. 8 Nov. 2011.
Burnette, Ed. "Apple Copies a Bunch oI Features Irom Android, Calls It IOS5 (Updated) ,
ZDNet." Technology News, Analysis, Comments and Product Reviews for IT
Professionals , ZDNet. ZDnet, 6 June 2011. Web. 14 Nov. 2011.
Clandestine, Emily. "The N E W IPhone 5 - Coming JUNE 2012." HubPages. Web. 14 Nov.
2011.
Fernandez, Joel. "IPhone 5 , Apple IPhone 5 Features, Release Date & Price - The Tech Labs."
Latest Technology News , Tech News , TheTechLabs. Techlab, 5 Sept. 2011. Web. 14
Nov. 2011.
Gaylord, Chris "IPhone 4S Adds Better Camera, Voice Commands, Many Other Sweeteners -
CSMonitor.com." The Christian Science Monitor - CSMonitor.com. CSMonitor, 4 Oct.
2011. Web. 03 Nov. 2011.
Goldman, David. "Apple Unveils IPhone 4S, but No IPhone 5 - Oct. 4, 2011." CNNMoney -
Business, Financial and Personal Finance News. CNN, 04 Oct. 2011. Web. 03 Nov.
2011.
TSZ[
"IDC - Press Release - PrUS22974611." IDC Home. The Premier Global Market Intelligence
Firm. 4 Aug. 2011. Web. 14 Nov. 2011.
Krishnan, Gail. "Will Jobs' Death Impact Apple`s Future?" CNBC Finance. CNBC, 06 Oct.
2011. Web. 05 Dec. 2011.
Lin, Carolyn A., and David J. Atkin, eds. Communication Technology and Social Change.
Theory and Implications. Danbury: Lawrence Erlbaum Associates, Incorporated, 2006.
Olsen, SteIanie. "Does Technology Reduce Social Isolation." NYTimes.com. New York Times, 5
Nov. 2009. Web. 25 Oct. 2011.
Oneill, Nick. "New Facebook IPhone App Includes Chat." All Facebook - The Unofficial
Facebook Blog - Facebook News, Facebook Marketing, Facebook Business, and More'
All Facebook, 10 July 2010. Web. 3 Nov. 2011.
Pogue, David. "IPhone News - The New York Times." Times Topics - The New York Times.
New York Times, 05 Oct. 2011. Web. 03 Nov. 2011.
Sartain, Julie. "Samsung Galaxy vs. Apple IPhone: Business Features , PCWorld Business
Center." Reviews and News on Tech Products, Software and Downloads , PCWorld.
PCWorld, 30 June 2011. Web. 14 Nov. 2011.
"The Social Impact oI Technology." Passion Computing. 2005. Web. 25 Oct. 2011.