Multiple reports are convinced Apple AAPL +2.63%’s iPhone XS (details), iPhone XS Max (details) and iPhone XR (details) are in serious trouble with the incremental nature of their upgrades failing to excite buyers. Having tried price cuts, a new discovery suggests Apple’s next move is to bring back a much-loved feature to reignite customer interest…
No, not the headphone jack – the other one. Ever-reliable blog Patently Applewrites that supply chain insiders have revealed Apple is seriously considering bringing back the fingerprint reader. And with a modern twist.
Apple’s Face ID technology is unlikely to be the only biometric technology on new iPhonesAPPLE
The modern twist is the use of in-display fingerprint reader technology and Patently Apple notes that Apple is currently evaluating biometric sensor suppliers O-film, General Interface Solution and TPK Holding. Interestingly, this is said to be for next year’s iPads first but used as a trial ahead of introducing it in new iPhones.
Why iPads first? Apple is looking for a solution to reduce the bezel size and eliminate the home button on the iPad and iPad Mini ranges but avoid the cost of adding Face ID. An in-display fingerprint reader fulfills this job perfectly. It also gives Apple a lower risk product line to vet the technology before adding it into the premium iPhone and iPad Pro ranges.
And there’s a further twist.
Patently Apple says O-film, GIS and TPK Holding are also the suppliers for Samsung’s cutting-edge ‘ultrasonic’ in-display reader which will be used in the Galaxy S10. Ultrasonic readers are said to be as quick and accurate as any physical reader and even more secure. While existing in-display readers are slow, Ultrasonic tech would make for a worthy successor to Touch ID in Apple’s eyes.
Comment: From this article, we can clearly see that Apple is going on a more product orientated approach for making new products, but failing to satisfy its customers. Apple is also planning on bringing back technology (fingerprint sensor) but in a “more innovative” in order to add new functions to the phone so that customers can be convinced in order to buy the new phone, hence allowing Apple to make more revenue.
Business and Management 11-C 