#Apple is bringing the #iPhone 7 too soon in an effort to overshadow the booming success of Samsung Galaxy S7 Edge and Samsung Note 7. This strategy to bring a new #Smartphone into the market just so companies don’t lose the potential buyers who can't get their hands on the latest, is starting to get old and inefficient. Apple’s own iPhone SE proved that the trend has changed.

Apple is missing the point

Only iPhone and iPads use iOS whereas android is used by numerous brands, each offering dozens of android smartphones and devices. Android is getting increasingly dominant and amazingly flexible and had it not been for iPhone’s powerful encryption, iOS would have already lost the millions of security-aware mobile phone customers.

The upcoming iPhone 7 is the only big shot as The Verge writer Walt Mossenberg pointed out that after Steve Jobs, Apple may have soared financially, but it lacks a breakthrough product. The tech company is heavily relying on the super-success of its upcoming smartphone, God-forbid if iPhone 7 really fails to deliver, thousands of Apple employees could go jobless. Google loves pulling marks from other companies but how much influx would it possibly accommodate?

Apple iPhone 7 competition

The company feels proud to have sold its billionth iPhone, but that also means that the smartphone market has been saturated severely. Customers now understand what’s breakthrough and what’s pretentious. Comparatively, Google’s Tango technology is turning the tables and the search giant is moving so aggressively into mobile tech that it has decided to replace Nexus with its own label.

Moreover, Google has somewhat started to downgrade Apple phones by free advertising of android phones that do not belong to the company. In the latest Google Blog published on August 30, 2016, the article not only introduces ‘In App’ search mode but clearly markets the LG V20 phone penning down that it will have a dedicated shortcut for the newly-integrated search feature.

Galaxy Note 7 is being hailed as the best stylus-savvy phone in the market and the advent of high-end smartphones like OnePlus 3 at affordable rates also puts the question mark on Apple’s premium phones, including the future iPhone 7. Replacement of smartphones by modular phones is a looming possibility. Modular LG G5 and Moto Z force phones have proved that their family could be the next big step. Google is already adapting to the changing air with Project Ara, whereas Apple is completely defenseless. A sudden popularity of modular phones could completely knock down the likes of iPhone 7 to the ground.

The Operating System dilemma

Forbes writer Jay McGragor beautifully points out this dilemma in ‘Apple And Android Finally Have A New Dividing Line.’ Android is definitely evolving to embrace modular mobile phone technology but iOS is not cut out for the least of it. Worst, it’s unwilling to even yield. If evolution is survival of the fittest then by putting all the bets on iPhone 7, its maker is putting itself in a very difficult position.

Modularity alone could put android at an evolutionary advantage against iOS. So this finding reinstates Mossenberg’s statements. Had Jobs been around, he would have been first to take an action and without him Apple seems to have lost its power to foresee and prepare for the changes to come. It’s either this or the company’s mobile development team has something up their sleeves, which will be revealed when iPhone 7 will finally be released on September 7, 2016.