Why The iPhone 5 Launch is Apple's Most Important Ever

Let's jump back a year.

Last summer, tech websites, bloggers, and all sorts of armchair techies were salivating over what Apple's 2011 iPhone launch would entail. The general consensus was that the company would release a totally redesigned iPhone, complete with larger screen, faster processor, and all sorts of other little bells and whistles that would put it ahead of the competition.

By October, we had an official answer. Apple wasn't releasing a brand new iPhone- sure it technically was brand new, but the 4S was just a minor upgrade to the iPhone 4. Sure, it had a faster processor, Siri, and a better placed antenna, but it was no iPhone 5. The reception was favorable, but nobody was blown away- it wasn't disappointing, but more people found it hard to justify standing in line to get one.

Absolutely stunning design by ciccaresedesign.com.
Looks like they took inspiration from another
Apple product- the Magic Mouse.

Now, one year later, Apple is in a much different place. They are still a leader in the phone industry, but the competition is heating up. Android seems to have finally gotten their phone OS together with Jelly Bean. Samsung's Galaxy S3 has been receiving rave reviews. Even Windows Phone 8 has a massive launch planned for this fall that will put its feature set at par or ahead of iOS and Android.

Recently, some friends of mine who were Android fans were telling people how Google's platform was outperforming Apple. Even I had some valid points about how my Windows Phone outperformed the iPhone. Our friends who used Apple devices balked. But with Apple only releasing brand new phone hardware and software annually, its magical features aren't all that magical anymore. A year is too long to wait for change in this age. Many features that Apple didn't implement until later (or still haven't) have been standards on other platforms already. Gigantic screens, 4G/LTE connections, Facebook integration and NFC payments are just a few. 

Simply put? Apple needs to get this phone right. They need to throw everything but the kitchen sink in the iPhone 5, because they can't afford another disappointment like the 4S. With Android phones outselling iPhones and with Windows 8 Phones offering a new level of business security, Apple has no room for error- their market share (and by extension, their financial state) is at stake.

iOS 6 has a few new features, but outside of an updated Siri and a redone Maps app, there's not a whole lot more to speak of. Passbook, their new ticket/pass redemption app, may not even come with NFC technology. By comparison, Android and Windows are both manufacturing phones with NFC technology right now. If this is the case, the iPhone 5 could be technologically behind from the jump. iOS is not a bad operating system, but when Apple customers are looking at how Google and Microsoft are constantly updating their phones and release multiple models each year, it may be jarring to the Apple faithful to wonder why they stick with a company that only releases one phone and one OS adjustment a year.

A specific group that they've got to wow iPhone 4 users. Think about it- the iPhone 4, upon release, was the first iPhone to be distributed to multiple carriers. It came out just over two years ago, meaning that most of these people have just completed their contracts- many of them are surely waiting on the iPhone 5 to be released so that they may upgrade. If Apple doesn't make a phone that wows these customers, they may take their hard earned money elsewhere and consider other devices.

Let's be honest- people will always camp outside of Apple Stores, new iDevices will always sell for exorbitantly high prices post-launch on eBay, and in the end, Apple is going to sell a boatload of phones. But a negligent attitude towards the launch of this phone will not only show on Apple's short term balance sheets, but on their long term perception amongst consumers.