The iPhone's real beauty is its ability to refresh itself

Tony Cripps/Ovum
10 Jun 2009

Apple\'s faithful may be disappointed with the iPhone 3GS\'s apparent failure to move the smartphone goalposts, but the refinement of the device through continual software platform evolution remains a key differentiator that others should emulate where possible.

Apple\'s latest iPhone offered few surprises to those familiar with the iPhone SDK 3.0 - new features are, after all, ultimately constrained by the capabilities of the device\'s software.

While this might disappoint Apple\'s devoted followers, underlying this gradual evolution is Apple\'s key contribution to the smartphone space - namely proving the value of firmware upgrades to refresh its devices, whether the new iPhone 3GS, its predecessors or its iPod Touch cousins.

Mobile software management and firmware upgrades (over the air or otherwise) have long been touted as potentially valuable tools for operators and manufacturers, but they won\'t typically work well across a broad portfolio of devices - too many variations make the creation and distribution of updates hard to manage.

Apple broke this impasse by effectively limiting its device platform to a single variant. While this has the effect of limiting hardware innovation (all iterations of the iPhone are, barring core phone functions, similar), the payback has been the ability to gradually evolve the device through software, while relying on a proven - and still a benchmark - hardware design.

For consumers, the end result is a device that improves over time and isn\'t rendered redundant by the next update or uber device from a rival. The opening up of the device to third-party applications is the most visible evidence of this (spawning the billion-plus downloads to date) but the smaller improvements haven\'t hurt either.

Browser tweaks, touch-screen sensitivity and many other features have all notably improved the device since its first iteration, without having to change the physical device itself. Increased stickiness between Apple and the consumer is the end result.

It\'s no surprise to see Google following suit with Android. Indeed, the recent 1.5 "cupcake" release (over the air, to boot) has had similar benefits, and from a lower starting point. This has considerably improved the user experience of the HTC / T-Mobile G1, helping build confidence between buyer and vendor.

Others are also recognizing the benefits of such refreshes. Nokia\'s 5800 touch-screen phone received a similar upgrade, albeit user initiated.

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