The Case for the iPhone 8 in a Market Dominated by Newer Models

Apple's September 2017 event at the new Steve Jobs Theater saw the unveiling of three new iPhones, along with updates to the Apple Watch and Apple TV. This marked a significant year for Apple, coming a decade after the original iPhone debut. Among the new releases, the iPhone 8 and iPhone 8 Plus have sparked debate about their relevance, especially with the simultaneous launch of the more advanced iPhone X.

Since 2014, the iPhone design has remained unchanged, featuring an aluminum unibody similar to the iPhone 6. Critics argue that Apple appears less innovative with each release, while Android devices continue to evolve in both hardware and software. The iPhone 8 and 8 Plus, with their unchanged design, might logically have been labeled as iPhone 7s and 7s Plus, featuring modest spec upgrades. However, the hyped bezel-less iPhone X, expected to overshadow sales of the iPhone 8 series, raises the question of why the iPhone 8 exists at all.

The iPhone 8 and 8 Plus boast glass bodies that enable wireless charging, reminiscent of a blend between the iPhone 4 and iPhone 7. These devices claim to use the most durable glass in any smartphone, complemented by a reinforced aerospace-grade steel and aluminum frame. The iPhone 8 sports a 4.7-inch Retina HD display, while the iPhone 8 Plus features a 5.5-inch Retina HD display, both incorporating True Tone technology that adjusts color temperature and intensity based on ambient light. Under the hood, both models are powered by the A11 Bionic chip, which delivers speeds 20 to 70% faster than previous processors.

Camera improvements on the iPhone 8 and 8 Plus allow for brighter and more vibrant photos compared to the iPhone 7 and 7 Plus. A key visual change is the glass back, designed explicitly to support wireless charging using the Qi certified inductive standard, rather than a proprietary solution.

Despite being flagship devices, the iPhone 8 and 8 Plus face stiff competition from the iPhone X, which features an edge-to-edge OLED display with a resolution of 2436 x 1125 pixels on a 5.8-inch screen. The iPhone X also includes HDR, 3D Touch, and True Tone Display, similar to its counterparts. However, achieving this full-screen design required compromises, such as replacing Touch ID with Face ID. Apple's Face ID utilizes a TrueDepth system with an infrared camera to create a 3D map of the user's face, enabling phone unlocking even in darkness. The system is protected by a dual-core neural engine that adapts to the user's face and prevents unlocking via photographs. During the keynote, Apple struggled to demonstrate this feature successfully on the first attempt.

Another challenge for Apple enthusiasts is the pricing. The iPhone X carries a steep $1000 price tag, approximately $300 more than the iPhone 8 and the Samsung Galaxy S8. This pricing strategy has left many consumers uncertain whether to wait for the iPhone X's November 3 release, opt for more affordable iPhone variants, or consider switching to Android.

Given the iPhone 8's design roots dating back to 2014 and the launch of the premium iPhone X, potential buyers may wonder about the rationale behind purchasing the iPhone 8 or 8 Plus instead of the iPhone X.