Skip to main content

Apple Production Requirements Mean iPhone Hardware Is Done, Whatever The Rumours Tell You


Like me you've probably seen a number of stories from big name analysts and Apple 'news' reporters suggesting Apple is in the middle of deciding what hardware is going to be delivered on the next iPhone.

They are either complete nonsense or old news, because if Apple is still playing around with its hardware design it has no hope of delivering new iPhones in volume before Christmas - and believe me, one thing Apple will certainly want to do is deliver new iPhones in volume before Christmas.

One of the significant achievements of Tim Cook's stewardship of the Apple ship has been the way the company has been able to churn out iPhones to make the FY Q1 demand almost without a hitch. 60 million, 70 million even 80 million new devices, with retailers and carriers in more countries and in greater diversity than ever before.

Undoubtedly it doesn't always judge the demand for the model mix correctly, but at the expense of reduced security and a greater number of leaks; Apple now gets iPhones into customers hands in October, November and December in volumes that were never previously considered possible.

That achievement requires some planning and some rock solid deadlines. To build iPhones in that kind of numbers requires suppliers, assemblers and shippers to work in the sort of coordinated fashion which would have dance choreographers tangled up in knots.

None of that can even begin to happen until the hardware design is locked down and component suppliers can ramp up their own production lines. 

So the suggestion that Apple is still tinkering with hardware design less than three months before the new iPhone steps up to the plate are laughable.

For all that each new iPhone is a technical and engineering achievement all of its own, for me its the manufacturing process that brings them to our shelves which should be celebrated.

Comments

Popular posts from this blog

F1: Robert Kubica Impresses In Renault Test Run

The car may be old but its the performance of the driver that's the story here. Robert Kubica returned to F1, after a fashion, earlier this week with an extensive test run in a 2012 Lotus Renault F1 car at Valencia.
The age of the car and the circuit were likely determined by F1's current rules which ban testing, but the reason for Kubica being in the car is far more interesting. Considered by many to be a potential World Champion and certainly one of the fastest drivers of his generation, Kubica's F1 career seemed to be over after a 2011 crash whilst driving in the Rally of Andora. His Skoda Fabia was penetrated by a guardrail in the high speed accident partially severing his right arm.
Up until last year Kubica has been competing in rallying, with the expectation that the limited movement in his repaired arm would prohibit a return to single seater racing.
So this week's test is both interesting and confusing. Interesting because Kubica completed 115 laps of the ret…

F1: Robert Kubica's Williams Test Asks More Questions Than It Answers

Comparing driver's times at a tyre evaluation test like last week's Abu Dhabi event is difficult at the best of times, but when trying to assess the performance of a driver who has been out of the sport for six years, that difficulty level is raised even higher.
On the face of it Robert Kubica's test for Williams was a success. Fastest of the three Williams drivers present the headlines look promising. However, taking into consideration the different tyres used to set those times muddies the water considerably.
Kubica ran a three lap qualifying simulation on the new 'hyper-soft' tyre - which should have given him a two-second advantage. Correcting for tyres it would appear that Kubica was significantly slower than Sergei Sorotkin - who was on the harder 'soft' tyre - and marginally quicker than Lance Stroll, the team's only contracted driver.

Stroll's family fortune currently funds Williams, so there' no chance that he will be anywhere but in a…

Panos Panay's Defence Of Microsoft Surface Hardware Sounds Eerily Familiar

This weekend I went out with my ten year old daughter to select a laptop for her school year beginning in January. The schools requirements are quite specific, requiring a Windows 10 device, with a preference for a touchscreen and a stylus. She chose a Surface Pro, after trying a large number of different options. Having seen the way I use my own Surface Pro - and tried it herself there was only ever going to be two options - and the other was a Surface Laptop.
I tell you this so that you understand I am a buyer of Microsoft's products through choice, not compulsion. I'm on my third Surface device now. 
So when Panos Panay dismissed reports of the death of the Surface hardware line, I was very interested to see exactly how strong these denials were. Especially how they reflect what has gone before. To whit: Windows 10 Mobile.
Panay claimed that Microsoft is in hardware for the long haul. Almost exactly mirroring the words of Terry Myerson, when he claimed Windows Mobile was g…