Case study: keeping apple's iPhone competitive

The past several years have seen an increase in smartphone ownership by cell phone users. In its infancy, the smartphone was produced by only few companies such as RIM's blackberry and Motorol. however, the market is now crowded. still Apple's introduction of iPhone changed the industry. the purpose of a smartphone have shifted from email and business to apps and functionality. the cell phone industry must be in tune with the customer.

Apple attempts to incorporate popular features in its designes. The iPhone includes the Apple Staples of app capability and interfacing with other Apple products. The iPhone is operated using the touchscreen playing music and video. Like others smartphones, the iPhone can manage email account and thousands of apps with a new generation introduction, customer expect improvements to the feature, including front and back cameras for video conferences. including dual cameras in the design required Apple to create new software for video conferencing. Camera quality in the iPhones is improving as people Rely on them more than handhelds. knowing that quality is important to some customers, a reviewer of an iPhone commented $"$it isnt the best cell phone camera I've tested but it is a big improvement" this is an example of a tradeoffs that may occur in the product design. with so many features to incorporate, it may not be possible for a company to have best for each. A company must decide which areas to focus on in the design. The iPhone has addressed other areas of cell phone design. Apple claims that the iPhone is the world's thinnest smartphone and sports the world's highest resolution smartphone screen. The high resolution screen helps compensate for it's smallest screen. battery life is a concern for all the cell phone designs, and the apple has increased talktime battery lif. New multitasking software manages apps to reduce battery drain. the iPhone incorporates some features over which iPhone has limited contro. Facebook, Twitte, Pandora are popular apps among customers. incorporating this features requires limiting battery consumption, but allows for frequent updates. some users wants to be constantly connected to their social networks. Apple's multitasking feature addresses some of these issues but may still disappoint some users

the case discusses the issues of the trade offs in design. what are some smartphone trade$-$offs? and Why are these important to consider in the design?