Apple Faces Innovation Test as Samsung Leads Tech Race: iPhone 17 Launch Brings Incremental Changes, Not Breakthroughs
Apple is gearing up to launch its latest iPhone 17 series on September 9 at its “Awe Dropping” event. While anticipation remains high, concerns are growing about whether the company is falling behind in the race for innovation. The event is expected to unveil four models—iPhone 17, iPhone 17 Air, iPhone 17 Pro, and Pro Max—along with Apple Watch Series 11 and iOS 26 featuring a new Liquid Glass interface.
However, experts and tech enthusiasts suggest that the upcoming launch may once again bring only incremental upgrades rather than game-changing innovations. This perception has sparked comparisons with once-dominant brands like Nokia and BlackBerry, which eventually lost relevance due to stagnation.
Five Key Highlights from Apple’s Upcoming Launch
The iPhone 17 event is expected to focus on design tweaks and performance improvements:
-
Slimmest iPhone Yet: Apple may unveil the iPhone 17 Air, described as the thinnest iPhone ever. If launched, it would mark the biggest design shift since the iPhone X in 2017.
-
Upgraded Camera: All models are expected to feature a 24MP front-facing camera, a major jump from the current 12MP. Pro models may support 8K video recording for the first time.
-
Stronger Battery Life: The iPhone 17 Pro Max could pack a 5,000mAh+ battery with 35W wired and 25W wireless fast charging.
-
AI Features: Apple is set to integrate Apple Intelligence with an updated Siri, AI-based photo/video editing, text summarization, and customizable Genmoji.
-
Price Range: In India, the iPhone 17 may start at ₹79,900, with the Pro Max expected to reach up to ₹1,64,900.
Innovation Debate: Apple vs. Samsung
Critics argue that Apple has struggled to deliver revolutionary products since the passing of its co-founder Steve Jobs in 2011. Jobs’ era was marked by groundbreaking innovations—the iPod (2001) transformed music, the iPhone (2007) redefined mobile phones, and the iPad (2010) created the tablet market. These devices not only disrupted industries but also reshaped lifestyles.
Under CEO Tim Cook, Apple has achieved remarkable financial success, reaching a $3 trillion valuation and expanding manufacturing into markets like India. Products like the Apple Watch (2014), AirPods (2016), and Vision Pro (2023) have added value, but many observers note they lack the revolutionary impact of earlier inventions. Instead, Apple has focused on refining existing products and strengthening its ecosystem.
Meanwhile, Samsung has emerged as the leader in hardware innovation. The South Korean giant pioneered foldable smartphones, integrated the S Pen with Galaxy Note devices, and pushed fast-charging technologies. Samsung’s foldable series—Galaxy Z Fold and Z Flip—launched in 2019, solidified its dominance with a 35.4% global share in the foldable market. Apple, in contrast, has yet to release a single foldable product.
According to IDC, Samsung led the global smartphone market in Q2 2025 with a 19.7% share, while Apple trailed at 15.7%. This shift underscores Samsung’s advantage in quickly adopting market trends and leveraging in-house component production to cut costs and accelerate innovation.
Why Samsung is Outpacing Apple
-
Innovation-First Approach: Samsung consistently takes the lead in bringing new technologies to market, from foldables to advanced camera systems. By setting trends, it positions itself as the benchmark for hardware advancements.
-
Rapid Adaptation to Consumer Needs: Samsung’s ability to produce its own displays, batteries, and processors allows it to respond quickly to market demands. For instance, its early push into large-screen phones with the Galaxy Note created a new category that reshaped user expectations. Its Galaxy AI suite, offering real-time translation, advanced photo editing, and seamless integration with smart home devices, has resonated strongly in markets like India.
In comparison, Apple’s AI offerings remain limited. Apple Intelligence, while promising, is rolling out slowly and to fewer devices, making it less impactful than Samsung’s aggressive AI adoption.
Can Apple Catch Up?
Industry analysts say Apple still commands a fiercely loyal customer base, strong ecosystem lock-in, and unmatched brand value. Its services segment—spanning iCloud, Apple Music, and Apple Pay—continues to grow steadily. However, in terms of product innovation, the company is under pressure to prove it can once again create category-defining devices rather than relying on incremental updates.
For now, all eyes are on September 9. While the “Awe Dropping” event is expected to excite fans with camera and performance boosts, the question remains: will it be enough to silence critics who fear Apple may be headed down the same road as Nokia and BlackBerry—companies that once dominated, but failed to keep up with the pace of innovation?
