Apple and the iPhone 6 – what’s all the fuss about?

Every year it happens: Apple introduces a new iPhone, and, like salmon returning to the river, throngs of faithful fans start forming lines outside Apple stores. Today saw the release of the iPhone 6 (4.7 inches) and iPhone 6 Plus (5.5 inches) which according to Apple, it isn’t just bigger – it’s better in every way.

I’ve spent a lot of time wondering about Apple fans and their penchant for line waiting. You can easily order yourself the latest phone online or visit any one of the hundred other stores that sell iPhones, but no, the Apple hard-outs queue for hours, even days so they can be the first to get their hands on a shiny new Apple toy.

(Apple fans queuing at 7.30am outside the Exeter Apple store on release day. 19.09.14)

I’ve since come to the realisation that it isn't about the gadget. No, it’s about the brand. Apple’s brand is so powerful, and so compelling, that people want to attach themselves to it, or attach the brand to themselves. They want people to see them standing outside the Apple store. They want to be identified with Apple, and what Apple represents. 

The demand for this latest release has beaten all previous records with more than four million units sold as pre-orders in the first 24 hours of going live, double the number for the iPhone 5 when it first went on sale to pre-order. In fact, the number of orders appears to have caught the technology giant off-guard, as the firm stated that some devices might not reach customers until next month.

In terms of the phone itself, Apple has overhauled the squared off design which has been with us since the iPhone 4, with the iPhone 6 sporting a more rounded, slimmer body. In fact, the 6 is just 6.9mm thin, making it one of the slimmest smartphones on the market. It's slightly heavier than the 5S at 129g, while the body measures 138.1mm x 67mm.

The power/lock key has been moved from the top of the handset to the right hand side, making it easier to hit during one handed use. On the left hand side you get the separated volume keys below a mute toggle switch.

Apple hasn't revealed the exact battery size but it claims that the iPhone 6 can keep going for up to 250 hours on standby, 12 hours of talk time, 11 hours of internet use or 50 hours of audio playback, which sounds like a modest upgrade over the iPhone 5S.

Running Apple's latest platform offering, iOS 8, it does add some useful new features and improvements. For example it includes third-party keyboard support, improved OS X integration, more interactive notifications, a new Health app and the ability for third-party apps to use Touch ID.

To find out more about the iPhone 6 click here

With Apple’s latest release and the constant stream of bigger (or smaller in some cases) and better smartphones entering the market from rival brands, all capable of sending and receiving emails on the go, it’s now more important than ever that your email marketing campaigns look good on mobile. In fact, according to Litmus, 51% of email opens are now on a mobile device, and some brands see upwards of 70% of their emails opened on a mobile, while 80% of people will delete an email if it doesn't look good on their phone. Begs the question, how good does your email look on the new iPhone 6?