Apple’ s new iPhone 5 which was unveiled at an event in San Francisco is taller, 18% thinner and 20% lighter than the iPhone 4S and is 4G-enabled. Apple has said the handset will work on Everything Everywhere’s (EE) 4G LTE network in the UK.
Competition in this market is intensifying and currently, sales for handsets from Apple’s rival Samsung are growing at a faster pace. Innovation is a key differentiator for many companies and Francisco Jeronimo, research manager at IDC, the global provider of market intelligence, said: ‘People see [Samsung] as a very innovative brand and customers are clearly looking for innovation rather than just refinements.’ (BBC, 12th September 2012)
For ARM, the world’s leading semiconductor intellectual property supplier, innovation arises directly from its market-orientated approach to research and development.
Although working in a highly competitive industry, ARM reduces the risk by developing products in a tightly focused way. Involving manufacturers helps to drive technical innovation; working with consumers and people across the industry ensures that its products meet known and expected customer demand.
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