Amazon will unleash its very first smartphone on the UK market in just two weeks' time. Just a day before the iPhone 6 and iPhone 6 Plus were unveiled, Amazon swept in and announced that its coolly named Fire Phone would be going Transatlantic, and will launch here in the UK on September 30.
It is not a particularly new concept for one to want to track their performance and development when it comes to certain activities but the ability to be able to this is quickly picking up pace due to the ongoing development of Quantified Self.
Various cats have been set amongst the pigeons in Berlin this week. Consumer electronics trade show IFA has been the launch pad for some exciting smartphone unveilings, including flagship and top-end mobiles from Samsung, Sony and Microsoft. ..
The iPhone used to be exciting and interesting. It used to be aspirational and high-end. Now the world and his dog has an Apple handset and it's turned from something special into a poor substitute for one of the countless alternatives... The iPhone is run of the mill. It is predictable. It's just plain boring.
When the iPhone 6 is inevitably released in September it'll be with a mixture of apathy and regret that I'll start working out how best to buy it. You see the iPhone has become a purchase of convenience, nothing more.
What Tim Cook needs to do is stop trying to copy how Jobs did it and instead work on his own version of what Jobs was good at - tantalizing, beguiling and holding beautiful things up in the light and saying "Here you are, look at this. Want one? Well you can have one... but not just yet." He needs to find a new and unique way of doing it.
Large, black handsets; flat bodies with curved edges and wrap-around screens: just a few of the predictions that made up the usual clamour preceding the latest iPhone launch. And it was guesswork that - for once - seemed to undershoot the reality. Seriously, if large screens and curved edges are the best we can come up with, then it's a good job we're not in charge of Apple development.
Could the spectacular success of Apple's iPhone sow the seeds of its demise? Within a couple of months we're due to see the fifth incarnation of arguably the world's most successful consumer product in a generation.