The highly-anticipated iPhone 4 smartphone will make its local debut at midnight tonight, as mobile operators MTN and Vodacom plan to host simultaneous events to unveil the device.
While MTN has confirmed that it will be unveiling the iPhone 4, Vodacom has opted not to officially identify the iPhone 4 as the product being unveiled. It says: “The next-generation model of the world's most desired phone is officially launching in SA on 22 September.”
Both MTN and Vodacom have announced a “midnight launch event” on 21 September, both of which will be hosted in the Midrand area.
The local launch marks the first time that Vodacom will be rivalled in the local iPhone market, as the company recently lost its exclusive arrangement to resell and distribute Apple's high-end iPhone 4 in SA.
Vodacom, through its relationship with Vodafone, has been the exclusive reseller of the iPhone in SA for almost two years, beginning with the second-generation iPhone 3G and then the iPhone 3GS.
Now MTN has entered the fray and says that the iPhone 4 will initially be available only from selected MTN-branded stores around SA, from midnight tonight, and will be rolled out to more than 250 outlets nationwide by mid-October.
Apple sold over 1.7 million iPhone 4s in the first three days of hitting the global market on 24 June and WWW Strategy MD Steven Ambrose predicts that the hype may reach fever pitch locally as well.
Local hype
“The Apple hype machine is superb at creating a buzz around their products. The buzz, however, is mostly justified. Apple products are generally ground-breaking and of premium quality, and the iPhone 4 is no different,” says Ambrose.
He argues that the move to open the market to other operators bodes well for Apple's attitude to the local consumer. “The fact that finally the market in SA has opened up with both MTN and Vodacom offering the device and rumours that Cell C will do so as well, is great news for Apple in SA.
“Within the intended target market, the release of the iPhone 4 will follow the path it did when released elsewhere in the world. We can expect lines at midnight outside shops offering the device and significant sales growth going forward,” he predicts.
Neither MTN nor Vodacome have released pricing details for the iPhone 4.
SA challenges
“It must be borne in mind that this is by its very nature a premium product and its pricing will clearly reflect this, and that will limit its acceptance in the market,” notes Ambrose
However, he argues that the greater distribution will result in greater penetration, and far greater brand awareness for Apple, which will do well for the brand generally.
“The biggest issue that may limit the growth of the iPhone, iPad and similar offerings from Apple in SA, will be the lack of access to the iTunes store, as there are perhaps better phones on the market, but nobody comes close the range and quality of apps available via the Apple Store ecosystem.”
Ambrose argues that the lack of movement on offering access to the iTunes and App store may prove to be a major competitive disadvantage to Apple in the SA market as Nokia is way ahead with its Ovi Music offering, and its new devices are arriving soon to compete with the iPhone 4.
Nonetheless, he believes that the device will be a success in SA.
“In this, Apple's attitude to SA has not changed significantly, which is a pity for all those loyal Apple fans who do buy Apple products, and it will limit the penetration of Apple in the local market, well below their impact on other markets like the US and England,” states Ambrose.
First glance
Ambrose is already familiar with the device, having had a chance to review the iPhone 4 over the past few days.
He opines that the current device is far superior to the older iPhone 3GS in many areas, the most noticeable being the screen, which is instantly recognisable as having a much higher resolution than any other phone currently on the market.
“The build quality and feel of the iPhone 4 is also extremely good. The latest iteration of the operating system, iOS4, is polished and easy to use. The app store and iTunes store integration is seamless and the range of music, apps, movies, and other items, such as ITunes University, is vast and easy to access.”
He argues that the downside to this is that the entire Apple ecosystem is a walled garden. “You work the Apple way or not at all. There is nothing open source about anything to do with the IPhone 4, unlike its emerging rival, Android.
“Many will find this restrictive and, in some ways, prescriptive. For these people, the IPhone 4 is a pretty device with limited functionality; for those who just want to get on with things, it works perfectly,” concludes Ambrose.
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