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Can the iPhone 5S put Apple Back on Top?

  +Follow August 15, 2013 7:55AM
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What do Jay Z and LeBron James have in common? Money, success, power, fame, and popularity? Yes, but these two world famous icons have also been featured in a Samsung Galaxy commercial this past year. The Samsung Galaxy has been increasingly appearing in television shows and movies replacing the Apple Inc. (AAPL) iPhone that used to always be in the celebrity’s hands. It's a small sign, but one that points to a possible power trade taking place. 

A lot of pressure has been building on Apple to make a big splash with the iPhone 5S. Rumors broke out last week that Apple will host an event to announce the long awaited iPhone 5s along with other products on September 10th. In addition, Samsung was slapped with an import ban by the ITC on Friday for infringing an Apple patent on two of their products: the iPhone 4 and iPad 2. This added more fuel to the rivalry between Apple and Samsung.

The iPhone 5 enjoyed mild success but was outshined by the Galaxy S4 that boasted nifty features such as Multi-tasking and Airgesture. The iPhone 5 failed to impress critics and merely increased its screen size while becoming thinner. To add insult to injury, Samsung won the title of being the more innovative company.

If Apple wants to get back on top, the iPhone 5S will need to pack more of a punch than ever before. The overall competition in the smartphone market has toughened up and consumers now have cheaper options such as the Nokia Lumia or HTC One that don't significantly sacrifice the quality of their phone. The release of the new product will be one of the first times Apple will be truly put to the test and a minor upgrade to the iPhone 5 will not cut it.

Apple seems to be headed in the right direction as the iPhone 5s announcement date nears. The company’s stock value received a boost after Carl Ichan tweeted about Apple being “extremely undervalued”.

The possible features expected on the new iPhone 5S include a fingerprint sensor, iOS 7, and a gold color option. Reuters has reported that the company may even be announcing a cheaper model of the iPhone, something Apple has never done before. This cheaper version of the iPhone is rumored to be named the iPhone 5C. In order to compete with the larger screen sizes of phones from Samsung, HTC, and others, the new iPhone is speculated to have a 4.7 or 5.7 screen size and could come in a variety of colors.

If all these rumors are true Apple could be making its way back to the top.

DISCLOSURE: The views and opinions expressed in this article are those of the authors, and do not represent the views of equities.com. Readers should not consider statements made by the author as formal recommendations and should consult their financial advisor before making any investment decisions.


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