New ways of delivering apps on mobile phones could spell trouble for Apple after it unveiled its latest iPhone. The new 5S has impressed onlookers with its
fingerprint reader, while adding a better camera and a faster processor,
but Dr Ronald Klingebiel, assistant professor of strategy at Warwick
Business School, believes that Apple should go beyond product innovation
and develop its strategy further as well. Commoditisation of mobile hardware and
transformations in the way apps are delivered will reduce Apple’s
ability to reap profits from smartphones.
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