What early iPhone 5 buyers wanted: stronger battery, better Maps, bigger screens and more

By , Apr 7, 2014

iPhone 6 concept (NowhereElse and Martin Hajek 001)

According to Apple’s internal survey conducted with early iPhone 5 buyers, the company was well aware it didn’t have what consumers wanted most, as far back as the Fall of 2012.

An internal research note from Apple’s lawsuit with Samsung, published by Business Insider reporter Jay Yarrow, indicates the one thing iPhone 5 buyers wanted most was longer battery life, hardly a surprise as the longer-lasting battery is the most frequently cited complaint among smartphone buyers in general.

Early iPhone 5 adopters were also asking for a much improved built-in Apple Maps application, the #2 item on the wish list, and a bigger screen as the third most often requested feature. We’re of course expecting iPhones with bigger screens in the second half of this year.

If there’s any substance to the rumors floating around, Apple is working on a 4.7-inch iPhone and another one with a screen measuring between five and 5.7 inches diagonally, although the latter model could be delayed over issues with in-cell production technology for the larger screen size…

Here’s the image presented at the trial that Yarrow tweeted out this morning.

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The research was conducted shortly after the iPhone 5 landed on store shelves, indicating the firm has been aware of consumer preference for a year and a half now.

According to internal Apple slides presented at the trial, Apple is very much aware that the iPhone growth has been slowing as consumers increasingly opt for sub-$300 handsets with screen sizes larger than the iPhone’s four inches.

The contract-free iPhone 5s is a $650 value in the United States.

But why did Apple agree to make public such a crucial survey?

The company didn’t really have a choice: once it went to court with Samsung, a treasure trove of internal emails were made public, providing a unique insight into Apple’s development process for the iPhone.

donthave

One particular slide attributes the slow-down in iPhone growth to the following three factors: competitors which have “drastically” improved their hardware “and in some cases their ecosystem,” consumers who want cheaper phones with bigger screens and carriers who have strong interest in capping the iPhone due to high subsidy, the handset’s high share of the premium market and Apple’s unwillingness to play ball with the carriers.

whatsgoingon

Is there any doubt left that 2014 will be the year of an iPhablet?

According to our non-scientific poll, more than one-third of respondents feel that 4.7 inches should be the new gold standard for iPhones.

iPhone 6 rendering top of post via Martin Hajek.

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  • Shawn

    Im going to have to agree with all these points.

    • Technocrz!

      Me too

    • Bryan

      I have to admit this is my last year on the iPhone if the screen isn’t bigger and the battery life doesn’t improve.

  • Maxim∑

    If apple makes ios 8 more customizable and the iPhone becomes larger they would probably gain a lot of market share

    • Technocrz!

      Customization will never happen, bigger screen offcourse.

      • Carlos Gomes

        The same thing was said about the display size, so… we never know.

      • Technocrz!

        you are right but both are different cases, for customization Apple have to open iOS, which i dont think they will do.

      • SkyFall

        I think that customisation will happen at one point. Because we already know Apple will merge iOS and Mac OS at some point. So they would have to add customisation to iOS (and root access, file manager..). One thing i’d like to see when the merge occurs is if they will add Bootcamp to iOS.

      • mlee19841

        They would probably employee their own version of customization. Through the use of some store. Which u could change things around. They wouldn’t let side loading happen. Like on android.

    • Ishaan Malhotra

      Let the jailbreak community take care of that part

    • http://facebook.com/kurtlewisart Kurt

      They would full take over

  • coLin

    So, the next step for Apple is to integrate Cydia into iOS … lol

    • Brandon Miranda

      At this point. Only Apple knows.

    • Qasim

      I highly doubt they’d do that

    • coLin

      They have to admit that they got inspired by cydia tweaks for their new iOS 7

      • Antzboogie

        I know right every new feature is from a Cydia tweak lol.

    • Tony Trenkle Jr.

      One can dream. lol

    • Technocrz!

      Cydia tweaks ar always very unstable, I don’t trust these tweaks, ideas were always great but execution always sucked.

      • coLin

        Apple with almost 2 BILLION in cash can make everything possible but they don’t want to. they want to keep it simple (and even with all that simplicity, the got lots of bugs)

      • Technocrz!

        agree but i don’t see any big since iOS 7.1, and we also know that apple rushed to released iOS 7 and that wasn’t ready at that time. catchup game

      • George Newell

        What a load of rubbish! I use loads of perfectly stable cydia tweaks. It’s muppets like you who stop lots of uneducated people from jail breaking and enjoying there iPhone to there full potential.

      • Technocrz!

        Yes thats right, cydia tweaks most of them suckss

      • George Newell

        Well I’m sure 100′s of 1000′s of people would disagree with yothat one. Cydia makes my phone do what I want, and there’s some very talented people who spend a lot of time and effort on some really great tweaks. Fair shout to you though if you don’t agree, keep your iPhone just as Apple intended.

      • Technocrz!

        everyone has his own taste, i tired cydia tweaks so many times but i always ended up restoring my phone to have smooth experience.

  • SimonReidy

    This must be shockingly embarrassing for Apple, given their culture of secrecy. Talk about airing their dirty laundry in public.

    • Qasim

      Embarassing? They are looking for a muliti-billion dollar settlement

  • Qasim

    I just want a giant ass battery life and i’ll be happy

    • grumpyfuzz

      The typical apple is just keeping the battery life the same.

  • Brandon Miranda

    Unhappy with switch to lightning. It seems to me as if the consumer is confused to even what they wan’t. Which makes Steve Jobs montra of “The consumer doesn’t know what they want in-till you give it to them” true. They wan’t a thinner iPhone but they don’t want one of the things that will allow it. What?

    • Technocrz!

      I need ur fanboy DP

      • Brandon Miranda

        Click on it and download it.

      • Brandon Miranda

        I wrote this comment then deleted it but it got labeled as a guest comment when I wrote and deleted it

      • Brandon Miranda

        What does DP mean?

      • Technocrz!

        yesterday i tried but your profile wasnt opening, but now i did that thanks

    • Rowan09

      I prefer the lightning cable. I understand why people were upset, but change would happen at sometime.

      • Holdi Bart

        I also like the new lightning cable more but it sucked for everybody who already had a bunch of iphone accessories using the old connector, especially because lightning cables and the lightning adapters are apple like overprized.

      • Rowan09

        It’s the same price as every other manufacturers charger. People want change, but don’t want to sacrifice at the same time.

      • Holdi Bart

        A standard micro usb data cable thats used by every android phone is about 2€ a lightning cable costs around 10€. And I’d say 25€ for a lightning to 30pin adapter is overpriced.

      • Rowan09

        Here in the US it costs $19.99 plus for any OEM charger.

  • dencimm

    Include Activator!!!

    • coLin

      drains the battery

      • http://influens.co.uk/ Influens

        How??

      • Antzboogie

        It doesnt he just mad.

      • Antzboogie

        Not true I have it battery works fine.

  • Ken

    I don’t understand how battery can be an issue. I get 2 solid days without charge and im running 7.0.6 jailbroken. Unhappy with switch to lightening ? Big whoops deal with it. Change is for the good. some people got to move on. If people want a durable phone get a case simple as that. sigh.

    • Guest

      maybe on an iPod touch that doesnt get used much

      • Ken

        i don’t have an iPod touch lol iPhone 5 friend. use it everyday during my ministry work

    • Antzboogie

      I agree with everything but the case part I personally would love a durable scratch resistant iPhone that would require no case thats why I personally use the Bumper case its awesome!

  • n0ahcruz3

    Duh! Lol

  • Aden Bauer

    Well put together article.

  • n0ahcruz3

    Been an iphone user since 3G but im not totally impressed with 5/5s. My last mistake was getting the 4S. Hope apple wins me back with the next iphone.

  • Jonathan

    What’s wrong with the lightning cable? Excluding the fact that they stop working so fast, I think they are much better than the 30 pin.

  • n0ahcruz3

    Apple admits they are lacking When it comes to the iphone hardware. Hope apple fanboys admits it too that iphone’s hardware is subpar compared to competiton

    • Straightshoota

      How it is the only mobile 64-bit chip/OS on the market? or the fact that it now also uses a one of a kind mobile security fingerprint scanner that the competition has yet to replicate ( not the s5 slide crap that’s been on laptops for years!) maybe it’s ability to track motion without taxing the battery or the need for a smart tracker ad-on right from the box.

      • n0ahcruz3

        Apple was not the first to implement fingerpring scanner. But yes apple push the fingerprint security to next level and “perfected” it. But i think majority of consumers also want bigger screen with higher res and better and higher mp camera. Thats why we are having this conversation bec apple knows that their hardware is lacking compared to the competition.

      • Straightshoota

        I think you failed to mention how the 64 bit SoC is subpar when compared to anything else in the known market at this time…. Btw it’s 8 month old tech from Apple.

      • n0ahcruz3

        Ok 64 bit is “ground breaking” and what else?

      • Straightshoota

        I need nothing else you’ve just been pwnned! Your comment apple produces subpar hardware when no one in the world can replicate it (yet cause they are sure scrambling to ) is completely wrong! Just like your way of thinking, wrong. That’s what the iPhone represents cutting edge computing power in the palm of your hand. No android can do it because they are produced with off the shelf parts that are reengineered to fit in their products i.e. Snapdragon which isn’t produced by handset manufacturers. So until the octocore becomes the hexacore 64 apple still reigns supreme. Sorry to enlighten you.

      • grumpyfuzz

        You are ignorant. Just because the components are made from “shelf parts” doesn’t mean it will always be worse than someone who makes the components, which they don’t, but they ”design” it.

      • Straightshoota

        Ignorant how off the shelf = 90% of SoC I gave samsung a nod, octacore design and manufacture. So what apple outsources manufacturing the design is the product. I’m sorry you are ignorant of that fact. Off the shelf isn’t bad just no imagination or innovation just satisfied with stagnation of the market by not being inventive or daring.

      • grumpyfuzz

        Lol I am ignorant? You said no phone can be better than the iPhone because the other android phones use off the shelf materials.

      • Straightshoota

        Yes it’s ignorant to think the competition can get better than apple with the off the shelf SoC. At the very least until off the shelf upgrades to 64-bit

      • grumpyfuzz

        It’s not ignorant, because it is possible. And new “off the shelf” processors have been announced that are 64-bit.

      • Straightshoota

        Announced isn’t on sale, admiral ignorance. Reply back in 6 months maybe you’ll make your point.

      • grumpyfuzz

        It is possible without 64-bit… Lol

      • Straightshoota

        Then show us your 64 bit killing device. Then show it running a 64 bit application. What’s that? That’s what I thought. App quality is to much for your little 32bit SoC

      • n0ahcruz3

        Sorry been an iphone user probably longer than u do. And im not totally impressed with the 5/5s. Im not a apple fanboy like u i dont defend any product i applaud companies that do innovate. Its my opinion and sorry u dont enlighten me. Ive already been enlightened and not follow apple like a sheep. :)

    • Girish

      despite its hardware is subpar, its performance outclasses the competition :)

      • n0ahcruz3

        Apple knows how to optimize hardware and software thus the smoothness of ios. But im talking about hardware alone here and apple knows that too thus the slide this article is referring to.

      • Carlos Gomes

        So what you’re saying is that Apple should upgrade the iPhone hardware just to show off?
        If you’re talking about the display, I agree on that, but you have to be more details. ‘Hardware’ is more than the screen.

        (And please don’t jump into the we-want-a-20mp-camera-too argument. It’s ignorant and childish. A 5MP DLSR sensor can beat any smartphone camera on the market. 5MP means image resolution, that’s it.

      • n0ahcruz3

        Its what the consumer wants as stated in the article.

      • Carlos Gomes

        Can you please copy & paste some of those parts for me?

      • n0ahcruz3

        Dont u see the slides above?

      • n0ahcruz3

        Or how about the title of this article. It should already gave you an idea

      • Sean Cua

        “The consumer doesn’t know what they want in-till you give it to them”

        Just because the consumer wants it doesn’t mean you should give it to them.

      • n0ahcruz3

        Yup apple dont give what some consumers want thats a fact thats why we have choices and choices is good for consumers

  • Straightshoota

    About time apple recognizes #5!

  • https://www.behance.net/AndersTengberg Reymond

    When the new iPhone comes im gonna upgrade it from my 4S..

    • @dongiuj

      Wow! Thank you for sharing that….

      • https://www.behance.net/AndersTengberg Reymond

        Yes thats why i shared it

  • Zach Krase

    honestly id be happy with a phone the size thickness of the 4 and 4s with a larger screen and a bigger and better battery. just because is so damn thin doesn’t make it better.

    • Jon20

      I agree with you. The ip4/4s build was the sturdiest considering how thin it was. You could put a bumper case on it and you were good. I have an ip5 and I’m afraid it will get scratched if I went caseless or even put a bumper case on it cause of the aluminum finish.

  • Raz

    I WANT BIGGER SCREEN!
    i want the iphone 6 to has a 5.0 inch
    LIKE who agree

  • Chan

    Another vote for 5″or 5.5″Screen!

  • Fredric Kanngard

    I truly hope Apple integrates Quickreply for text messages. It’s long overdue and should be implemented in iOS 8. If not, well… they lose me as a customer.
    Better multitasking in general is a big feature iOS is lacking that the competitors are really starting to make use of.
    Been with Apple since 1st gen in 2007. 7 years later i am really getting tired of jumping in and out of applications just to reply and chat with my friends and family. Such a hassle.

    Windows phone 8.1 is starting to look really good :) Lumia 930 is probably the most solid design i’ve seen on a smartphone to date.