Latest version of iPhone marks Apple's continued focus on smartphone market
Adam Leach, Devices principal analyst
The latest offering from Apple is further evidence of the move towards managed device platforms (MDP), distinguishing those devices that are actively managed by OEMs, MNOs, web companies and retailers from those that aren't.
Consumers will increasingly make buying decisions based not on a device's potential to support advanced capabilities but - crucially - on the vendor managing their data and services on the device.
The ability to deliver a tightly integrated end-to-end service proposition including content and applications directly to consumers was pioneered by Apple, however, the adoption of the MDP model by Nokia, Google, Microsoft, Sony and other major vendors will drive the adoption of smartphones.
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