Smartphone users, marketers, agencies, app developers — well, let’s just say the whole world — is waiting for September 9 to arrive. That’s when Apple is set to introduce the iPhone 6, the next evolution of the phone that currently dominates the U.S. market.
And whatever Apple changes — odds are it will enhance mobile advertising on the iPhone.
“The tech giant is expected to make wide-ranging and far-reaching changes to its flagship product, which has been updated annually since launching in 2007,” suggests Garrett Sloan in a story at AdWeek. “Leaked images and multiple reports show there could be two iPhone 6 models—4.7 inches and 5.5 inches—that are larger than the previous version. This change—with vivid viewing—would come just as mobile ad leaders like Facebook and Twitter are selling more rich media, video, and in-feed promos.”
That would be a crowd pleaser, many believe.
“Folks gravitate to the larger screen, and some think ‘banner ad,’ but that’s outdated thinking,” said Gian LaVecchia, managing partner at MEC. “We’re seeing programming delivered through mobile feeds. And there’s going to be a new richness to the canvas.”
Even Facebook is in anticipation mode. The social media site also just launched Hyperlapse, an Instagram app that uses Apple technology.
“Indeed, any changes to the iPhone will affect more than 40 percent of smartphone users in the U.S., per comScore,” writes Sloan. “From screen adjustment to policy changes around location tracking, there could be profound impacts on how marketers attack mobile going forward. And the latest operating system is reportedly more powerful, giving increased flexibility to developers. For instance, new services will allow users to monitor health signs, which marketing experts said could push pharmaceutical brands to engage more on mobile.”
The iPhone 6 may feature innovations that allow it to sync up with wearable devices, or respond more efficiently via in-store technologies like iBeacon (a tech area also dominated by Apple, say some).
“We know pilot programs are taking place, and there’s a lot of activity testing going on with brands and the iBeacon,” Alan Simkowski, VP of solutions at GMR Marketing explained.
Sloan also mentions an enticing rumor.
“One rumor is that the Apple logo on the back of the iPhone will light up when notifications arrive, which would represent a small-but-nostalgic change—a glowing logo is a classic look in past Apple products,” says Sloan.