Next generation smartphones, who will come out on top, Apple, Samsung or Google?

Recently in the news, there has been rumours and discussions surrounding the upcoming generation of smartphones soon to be released by Apple, Samsung and Google. There are more details in the article below.


The iPhone 7 Plus by Apple

Rumours from the grapevine are that Apple is set to release their next generation iPhone 7 Plus later in this coming year. The iPhone 7 is set to be their thinnest and most attractive version yet.

Thanks to the removal of the traditional headphone jack, this will allow them to reduce the internal space and free up space for additional components.

Apple with a slimmer phone is rumoured to focusing heavily on Bluetooth, wireless and e-SIM functionality. Apple is no stranger to the e-SIM, also known as the Soft SIM, as this technology has featured in their latest release of the iPad.

The Samsung Note 6 smartphone

Samsung has a tradition of increasing their smartphone display size with each new release of the Samsung Note series, so no doubt they will continue doing this as they release the Note 6.

Not wanting to be left behind Apple once again, as they were last year with the dismal release of their Note 5, Samsung are paying attention to the demands of users and are going back to the drawing board.

The Samsung Note 6 is going to be the first 4K HD smartphone on the market with rumoured high-end specs and a powerful Snapdragon 64bit processor, all for the point of enabling users to perform intensive multi-tasking.

The Google Nexus 6P

Already beating both Apple and Samsung with their early release, the Nexus 6P has already been on the market for a few months and users are loving it.

With a 5.7-inch screen, it’s a decent sized next generation smartphone, constructed from rounded glass and a solid metal backplate.

The aluminium design is solid and enables the Nexus smartphone to compete with the more plastic looking phones which their competitors are releasing.

With both Apple and Samsung introducing e-SIM technologies to their smartphones and with Google already experimenting with their own Google Fi project, it’s possible the Nexus 7 will also feature this functionality.

Apple introducing the e-SIM

Apple creates new functionality in all of the devices which they produce, for the sole purpose of enriching their users experience and expanding their use of the entire Apple ecosystem.

Consumers being locked into one network service provider for the duration of their contract has long been the bane of many Apple iPhone users.

The introduction of e-SIM technology allows Apple to position themselves between their users and the network carriers.

By eliminating the need for physical SIM cards to be used with next-generation iPhones, Apple is giving all the power back to users and taking it away from the national carriers.

Soft SIM functionality will drastically change the way in which users connect to network carriers, as they will be able to switch in real time to an SIM only plan of their choice, based on their personal usage and preferences.

MVNOs are in a perfect position to capitalise on e-SIM functionality, as in the coming years we could end up where the major network carriers are nothing more than “dumb pipes”, selling data at wholesale rates to companies such as Amaysim and Boost Mobile.

Samsung and e-SIM technology

Samsung just like Apple is moving towards the addition of e-SIM technologies in all of their smartphone and tablet devices, as they have almost completed the live trials of their Samsung Gear S2 smartwatch and it’s Soft SIM feature.

Removing the SIM card will allow Samsung to produce smaller phones and give users more freedom of choice when it comes to selecting which SIM only prepaid plan is best for their needs.

Just as Apple has discovered, Samsung has also realised that they too can end up in a win/win situation. E-SIM technology gives users freedom of choice and should Samsung enter the Teleco industry, they will be in a good position to capitalise on their smartphone user base.

Samsung is aware that e-SIM technology as the focal point of their next generation smartphones is the direction in which their direct competitors, Apple and Google, are heading.

In the not so distant future e-SIM tech will become the standard way on all Samsung devices to connect to your network provider of choice.

Google Nexus 6P and Project Fi

Google has a well-known habit of disrupting all markets which they enter into, by offering competitively priced products and always ensuring that they are leaders in new tech and innovation.

If you have not heard about it before, Project Fi is Google’s attempt at testing their own mobile network carrier ambitions.

The Nexus 6P has been enabled to work on their Project Fi network, which means that users have the choice of connecting to their chosen network carrier, a local WiFi connection if in range or to the Project Fi network by using the provided SIM card.

Google understands that choice is important to their users, which will enable them to draw more Google fans into their ecosystem, much in the same way that Apple does with their users.

The Project Fi trial is allowing Google to slowly test out the market before launching as a fully blown MVNO. Industry experts believe it won’t be too long before they launch, with most estimating this to happen before the end of next year.

Where is e-SIM functionality headed?

An e-SIM (Electronic SIM) is the future of SIM card functionality and is set to become the standardised way in which all next-generation smartphones and tablet devices connect to the network carriers.

With the Apple iPhone 7 set to be released later this year, there is a high possibility that e-SIM functionality will be included in the release of the Plus handset version.

Samsung has already introduced the virtual SIM in their Gear S2 range of smart watches, a move which has proven highly popular with their users. At WhatPhone, we won’t be surprised if they are using this as a trial before launching it on all of their other manufactured devices.

With Google’s Project Fi ramping up towards a general public release, we could see Google operating at an MVNO in Australia within the next few years.

If Apple and Samsung are both ready with their e-SIM functionality, by the time Google is operating as an MVNO, it could be a real wake-up call for the local carriers: Telstra, Optus and Vodafone.


Neil Aitken

Having worked in 3 countries for 4 telcos on both voice and data products, Neil is in a position to give you the inside track. Get beyond the marketing messages to the best plan for you.