Tim Cook promises new level of innovation on the iPhone

May 3, 2016 09:20 GMT  ·  By
Tim Cook says the iPhone will continue to be the pioneer of mobile innovation
   Tim Cook says the iPhone will continue to be the pioneer of mobile innovation

Once referred to as the most innovative company in the world, Apple has kind of lost its cool factor lately and this quickly reflected into decreasing sales for its key product. But according to CEO Tim Cook, Apple is currently on its way to regaining its innovating pioneer medal with several new features that will debut on the “next iPhones.”

Cook doesn’t specifically say when these innovations would debut on the iPhone, but he does mention that the “next” models would get them. This is most likely a hint that the iPhone 7 could be very similar to the existing model and only the 7s coming next year is expected to push the innovation level to new boundaries.

Cook promises that these upcoming iPhones will bring features that you can’t live without, and more importantly, that you don’t even know you need.

“We have great innovation in the pipeline, like new iPhones that will incent you and other people that have iPhones today to upgrade to new iPhones... We are going to give you things that you can't live without, that you just don't even know you need today...You will look back and wonder 'how did I live without this?” he said on CNBC.

iPhone 7 projected to launch in September

Asked for more details, Cook remained quite vague, pointing to the famous Apple secrecy as the main reason why the next iPhones are still one big enigma for everyone.

“We don't talk about futures as a company, we are fairly secretive,” Cook said. “We are incredibly excited about things we are working on, incredibly excited ...we have great innovation in the pipeline.”

Existing rumors suggest that the iPhone 7 could come with a new charging system that would make it possible to charge the battery from a distance, but also with dual cameras to improve photo quality significantly. And while these are indeed welcome improvements for the iPhone community, they’re not entirely “innovations,” as some of them already exist on smartphones on the market.

Furthermore, alleged leaks showing the iPhone 7 pointed to a design similar to the iPhone 6s, with only small differences concerning the antenna lines and the camera, which could be slightly moved to the edge of the phone.

Without a doubt, Apple is indeed working on bringing something new to the smartphone table, as this is pretty much the only way the iPhone can become a leader once again, but for the moment, all signs seem to point to continued decline for the company.

The latest financial results reported by the company revealed a drop in iPhone sales of 16 percent from 61 million to 51.2 million in Q2, with analysts predicting another decline in the next quarter.