Apple Misses Opportunity to Meet the Needs of Mainstream Mobile Device Buyers
Boston, MA - June 09 2009 –  With the launch of the Apple iPhone 3G S, and the repositioning of the iPhone 3G as a device targeted to more mainstream mobile device buyers, Strategy Analytics believes that Apple has missed an opportunity to more effectively broaden the appeal of its iPhone portfolio.

In a new report, “iPhone 3G S: New Improved UX, Same Old Hardware,” Strategy Analytics Wireless Device Lab research team argues that Apple’s strategy fails to tailor the size and physical interface of its device to the needs of segments outside of its primary target group.

Kevin Nolan, Vice President of the Strategy Analytics User Experience Practice, said, “Phone size is a key factor in the mobile device purchasing decision for 84% of mid-tier mobile phone buyers.  Strategy Analytics believes that the iPhone is above the upper size preference threshold for many of these consumers.  Until Apple adds a physical QWERTY keyboard, the iPhone will trail devices such as the Palm Pre for the mobile messaging experience.”

Paul Brown, Senior Analyst, added, “While the numerous enhancements to the iPhone 3G S are likely to solidify Apple’s position as a provider of the premier mobile user experience, we believe that the company’s strategy for expanding its dominance outside of its core target audience is insufficient.”