Modelling the sale of iPhone 5 series BUSINESS DYNAMICS

Final Project report

Abhik Tandon Vishal Lunker

Anmol Pandey Akshat Gupta

Table of Contents

Contents

Background _________________________________________________________________ 1

Success Factors _____________________________________________________________ 2

CLD & SFD _________________________________________________________________ 4

Final results ________________________________________________________________ 18

Appendix __________________________________________________________________ 20

Pg. 01

Background

Background iPhone 5 became an instant success when it was launched in 2012. Apple witnessed record

sales and the product series was one of the most important reasons to propel Apple as most

valued company in history. This success was followed by another launch in September 2013

with the introduction of iPhone 5S. The growth of iPhone 5 series has been phenomenal and

has been attributed to various factors ranging from brand loyalty to product superiority. This

growth phenomena has been studied and modelled in this report.

Apple announced the launch of iPhone 5 in September 2012 and simultaneously began taking

pre-orders. It received two million pre-orders within the first 24 hours. The phone was a

considerable upgrade from the 4 series with better hardware and software features. iPhone 5

was reported to be sold out twenty times faster than the 4 and 4S models. However, the model

was discontinued in the subsequent year to give way to the 5S model - keeping in with Apple’s

strategy for previous iPhone generations.

iPhone 5S was launched with its mid-range counterpart iPhone 5C in September 2013. 5C

model has not been considered as part of this model as it was targeted at a different segment

altogether than 5 and 5S models. A comparison of features and specifications of iPhone 5 has

been summarised in Appendix 1.

Pg. 02

Success Factors

Success Factors The success factors of a new product launch has been studied in a publication by Gabriela

Capatina and Florin Draghescu1. The authors have identified the below success factors for a

new product launch

1. Product differentiation through product advantage

2. Strong market orientation through a high level of mkt knowledge

3. Clear and early product definition

4. Synergy between technology , production and business proficiency

5. Orientation on meeting the customer needs

6. The market timing

The authors go on to illustrate the success factors at different levels for iPhone product series.

These factors were included in the model.

Consumer factors

1. Demographics – The word of mouth publicity of iPhone’s target consumers

was a big factor in the success of the product.

2. Preferences – Consumers wish to have a mobile device which could function

as a mini computer was answered with iPhone. This increased attractiveness

of the product coupled with a great app ecosystem helped boost the sales of

the phone.

Company factors

1. Product – The product features as highlighted in Appendix 1 was one of the

most important factors in fuelling the demand for the product

2. Price – Apple provided the phone under a contract with telecom operators.

This helped customers to get the phone with a reasonable price

3. Distribution – The phone was distributed through Apple stores and Apple’s

website. The Apple stores provided a good platform for Apple’s salesforce to

increase iPhone’s consumer base and convert potential sales into final sales.

4. Promotion – Apple launches its product through keynote presentations. The

date of these presentations are announced in advance. The tech media helps

1 Success Factors of New Product Launch: The Case of iPhone Launch

Pg. 03

Success Factors

in creating the sufficient buzz for these events. Speculation is rife and is fuelled

by the media reports with new phone rumors. This helps Apple promote its

products. Apple also used traditional advertising but only in later stage of the

product launch.

Pg. 04

CLD & SFD

CLD & SFD Planned model variables :

Brand/Social influence: Word of Mouth, network effect

Pool of installed base of iPhone users

Rate of users added depends on Marketing, features and compatible products

Product attractiveness of the features

Competing phone and their features (Samsung Galaxy)

Advertising

Influence of complementary goods

Figure 1: Causal loop diagram

Pg. 05

CLD & SFD

The 4 loops shown above form the back bone of our diagram and are explained below along

with the SFD

Stock Variables

Potential Sales: The potential sales is total number of users that fit into the income category,

inclined to buy a smartphone from Apple and would buy once they like the product features.

This pool gets of potential sales, would get more users from geographic expansion indicated by

additional sales force addition and quality.

Sales: Final converted sales of iPhones in the time period, which is taken as quarter due to the

data constraints of analyst reports. Taking time period as quarter also makes sure that the

geopgraphic expansions and launches do not cause a kink and are accounted for inside

quarter from launch

Installed Base: The installed user base consists of current users of iPhone devices across

different generations who have bought the phone in previous 12 months , i.e.iPhone 3G, 4,4S

users.

Complementary Goods: The complementary goods here are referring to the app ecosystem,

where app developers work on the apps which are utilizing the current product features of the

launched phone. Now initially the apps launched would be huge using the current features

Pg. 06

CLD & SFD

which then would increase at a declining rate.

Figure 2: Stock & Flow diagram

The above diagram describes the various stocks and flows. As can be seen from the diagram

the effects of complementary goods and media reports feed into the attractiveness of the

product. While the word of mouth and network effects along with the advertising directly impact

the demand factor.

The variables are documented in Appendix

Pg. 07

CLD & SFD

Network Effects on the sales of iPhone

Figure 3: Network Effects Loop

Network effect is the largest contributor after the attractiveness of the product to the sale of the

iPhone. Easy switch to the newer iPhones from the existing ones and high costs of switching to

other smartphones has ensured the iPhone 5 series was able to build on the existing user base.

Pg. 08

CLD & SFD

The variable ‘attractiveness from network size’ is exponentially dependent on stock variable

‘Installed Base’

.

Figure 4: Dependence of attractiveness from network size on Installed Base

This attractiveness feeds into the demand factor with a weight of 30%. The demand factor is a

multiplicative factor of the conversion rate ranging from 0 to 1.

Figure 5: Attractiveness from Network Size

Pg. 09

CLD & SFD

Competitiveness of the product

Figure 6: Competitiveness of product

As a new phone is launched, it is capable of competing with all the phones in its segment. But

with passing time, it is expected that competitors take appropriate actions and the phone in

itself becomes less attractive and consequently less competitive.

Competitiveness is modeled as having a counteractive effect on the demand factor.

Competitiveness ranges from -1 to zero and has a ramp down effect with passage of time as

can be seen from the plot below. New phone launches propel competitiveness towards 0.

Pg. 10

CLD & SFD

Figure 7: Competitiveness over time

Sales force’s effect on Potential Sales:

Figure 8: Impact of salesforce & outlet addition

Every product attracts two types of customers, existing users of similar products and new

users.

The sales force has been modeled to attract new customers through the quality of the sales

force and the size of the sales force. Potential sales are the stock which is also affected by the

discard rate of existing users.

Pg. 11

CLD & SFD

Impact of complementary goods

The decision by third parties to produce complementary goods for a particular product depends

on the installed base of users and the potential revenue that can be generated.

Figure 9: Impact of complementary goods

We have modelled the attractiveness of the market to third parties as follows –

Pg. 12

CLD & SFD

Figure 10: Attractiveness to third parties

Market power over app developers has been modelled as follows -

Figure 11: Market power over app developers

Thus, as the sales increases the market power over app developers continuously increases.

The variable can take values between zero and 1 but even at the highest sales the value

achieved is approximately 0.8.

The market power over app developers and attractiveness of market to third parties along with

a dampener which varies over time. As time increases, the impact of these variables reduces

as shown below -

Pg. 13

CLD & SFD

Figure 12: Dampener

The attractiveness from availability of complementary products results in product attractiveness

that ultimately feeds into demand factor.

Product differentiation

Another set of positive feedback arises from the ability of the firm to invest in product features.

Apple invests heavily in its products. In the case of iPhone 5 the product was differentiated due

to its new and improved 16:9 form factor (larger screen) and certain other features. Based on

research reports we identified that the following trends justify the investments done by Apple –

Figure 13:Productive value of investment in features

Pg. 14

CLD & SFD

The productive value of the investment is shown in the graph shown above. The productive

investment drops in the 3rd quarter where the iPhone 5 investments are no longer made. After

that, investments for iPhone 5s become productive and these get reflected from 5th quarter.

Favorable Word of Mouth

There are four principal channels: advertising, direct sales effort, word of mouth, and media

attention, where all these channels create positive feedbacks.

Word of mouth loop works by installed base of users who would talk positively about the

product in their social circles, increasing demand and thereby increasing competitiveness.

Figure 14:Favorable Word of Mouth positive feedback loop (indicated by red arrows)

Favorable Word of Mouth Lookup function(range [0,1]) consists of already a loyal iPhone user

base, which makes it start from intermediate value, which first increases rapidly and then with

declining rates as the number of installed user pools starts to cover the smartphone user base

completely.

Pg. 15

CLD & SFD

Figure 15: Favorable Word of Mouth Loop Lookup function

Media Reports Loop

Media reports are taken to be weighted average of growth rate factor(40%), favorable word of

mouth (30%) and new iPhone rumors(30%).

Pg. 16

CLD & SFD

Figure 16: Media reports positive feedback loop (indicated in red arrows)

Growth rate factor which indicates the growth rate of Apple in terms of revenues also helps

attract media reports. Higher growth indicates stronger reception from buyers, and more

analyst, media coverage on brand of Apple itself. We have limited the growth rate for modelling

purposes in a time period to 200%, indicating factor as 1 for the value, and increases

exponentially between 25-50% quarter growth and plateaus after that.

Figure 17: Growth rate factor as function of revenue growth

Figure 18: Media reports factor over time

Pg. 17

CLD & SFD

Favorable Word of Mouth helps in generating mass interest in the product which is then picked

up the media and more articles start coming out of it. The new iPhone rumors are taken only

for quarters before launch, using the ‘pulse’ function to indicate 0.5 from time period 5 till the

launch of iPhone 5s.

Media reports indicate that since launch of iPhone 5, there has steady coverage, which

increases rapidly with the rumors of new iPhone 5s and then remain steady and then die down

as they are replaced by newer iPhone rumors and other products. Media reports feed into the

product attractiveness which then feeds into demand with weight of 50%.

Pg. 18

Final results

Final results

Figure 149: iPhone 5 series model results vs Actual

Based on the model we were able to simulate the key trends of iPhone 5 series sales and

compare that to the actual sales given in the research reports. The results were encouraging

and we were able to achieve a MAPE of 0.32. Due to certain limitations of the model this

MAPE may look high but by introducing some additional but less important variables we can

improve the accuracy of the model. Also, the model improvement can be modelled more

accurately if geographic expansion scenarios (apart from those included via sales force

addition) are included explicitly with proper dates of launch. Also, if data is available on monthly

basis it could help us in predicting trends with better accuracy and would obviously be more

insightful instead of just 4 data points in a year.

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar

Actual Model

‘000 units

‘000 units

Pg. 19

Final results

Figure 20: Complementary goods simulation

0

0.5

1

1.5

2

2.5

Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar

Complementary Goods Actual data

Pg. 20

Appendix

Appendix

Variable explanation

(01) advertising= Min(0.5,Revenue*1e-012) Units: **undefined** (02) Attractiveness from availability of Complementary Products= Complementary Goods*0.1 Units: **undefined** (03) Attractiveness from Network Size = WITH LOOKUP ( Min(Installed Base,3e+008), ([(1,0)-(3e+008,1)],(1.41177e+006,0.0106762),(1.24588e+008,0.177936),(1.52176e+008 ,0.227758),(1.86765e+008,0.316726),(2.19294e+008,0.41637),(2.49765e+008,0.55516 ),(2.70765e+008,0.679715),(2.84353e+008,0.758007),(2.92176e+008,0.822064), (2.97941e+008,0.886121),(2.98765e+008,0.935943) )) Units: **undefined** (04) Attractiveness of Market to third parties = WITH LOOKUP ( Min(Installed Base,200*1e+006), ([(0,0)-(2e+008,1)],(-1.05882e+006,0),(3.88235e+006,0.0106762),(1.09412e+007 ,0.0355872),(2.01176e+007,0.0604982),(2.57647e+007,0.0818505),(3.14118e+007 ,0.128114),(3.88235e+007,0.213523),(4.55294e+007,0.270463),(5.08235e+007,0.341637 ),(5.92941e+007,0.455516),(6.42353e+007,0.505338),(6.88235e+007,0.558719), (7.72941e+007,0.683274),(8.71765e+007,0.822064),(9.50588e+007,0.850534),(1.14706e+008 ,0.918149),(1.33176e+008,0.921708),(1.66588e+008,0.950178),(1.80706e+008,0.960854 ),(2.01412e+008,0.978648) )) Units: **undefined** (05) Competitiveness= RAMP(-1/25, 2 , 4 )+STEP(0.075, 5 )+RAMP(-1/10, 6 , 12 ) Units: **undefined** (06) Complementary Goods= INTEG ( New goods added, 1) Units: **undefined** (07) Conversion rate=

Pg. 21

Appendix

IF THEN ELSE(Time<1,0, Max(Demand factor+Competitiveness,0.01)*Potential Sales ) Units: **undefined** (08) Dampener = WITH LOOKUP ( Time, ([(0,0)-(12,1)],(0,0.4199),(0.2259,0.2064),(1.948,0.09253),(4.744,0.04982 ),(6.042,0.03559),(7.2,0.04626),(7.9,0.03203),(9.09,0.02135),(9.544,0.0143 ),(10.31,0.0143),(11.18,0.01068),(11.49,0.003559),(12,0) )) Units: **undefined** -0.0686x + 1.2063 (09) Demand factor= advertising*0.1 +Attractiveness from Network Size*0.3 +Favorable Word of Mouth*0.1 +Product Attractiveness*0.5 Units: **undefined** (10) Discard rate= (Installed Base-Sales)*Max(0.05*ABS(COS((2*3.14/8) * Time)),0.01) Units: **undefined** (11) Favorable Word of Mouth = WITH LOOKUP ( Min(Installed Base,317*1e+006), ([(1.25e+008,0)-(3e+008,1)],(0,0),(1.09412e+007,0.0725979),(1.8e+007,0.145196 ),(2.71765e+007,0.251957),(3.6e+007,0.341637),(3.6e+007,0.354448),(4.05882e+007 ,0.405694),(4.65882e+007,0.439858),(5.78824e+007,0.469751),(7.34118e+007,0.529537 ),(9.88235e+007,0.602135),(1.24588e+008,0.597865),(1.27471e+008,0.622776), (1.32e+008,0.661922),(1.40235e+008,0.701068),(1.43353e+008,0.72242),(1.50118e+008 ,0.740214),(1.61235e+008,0.772242),(1.78529e+008,0.80427),(3.03294e+008,0.88968 ) )) Units: **undefined** (12) FINAL TIME = 12 Units: Quarter The final time for the simulation. (13) Growth Rate= IF THEN ELSE(New users added/Installed Base*100 >200, 200 , New users added /Installed Base ) Units: **undefined**

Pg. 22

Appendix

(14) Growth rate factor = WITH LOOKUP ( Growth Rate, ([(0,0)-(200,1)],(0,0),(22.0183,0.0336842),(39.1437,0.109737),(53.211,0.306579 ),(69.7248,0.49),(80.1223,0.821053),(100,0.99),(200,1) )) Units: **undefined** (15) INITIAL TIME = 0 Units: Quarter The initial time for the simulation. (16) Installed Base= INTEG ( New users added-Discard rate, 125*1e+006) Units: **undefined** iphone 3gs+4+4s users / last 12 month sale (17) Investment in Product Features= 1e+006+ STEP(-1e+006,3)+STEP(2e+006,5) Units: **undefined** (18) Market Power over App Developers = WITH LOOKUP ( Min(Sales,1.2e+008), ([(0,0)-(1.25e+008,1)],(-294118,0.00355872),(3.82353e+006,0.177936),(7.94118e+006 ,0.252669),(1.88235e+007,0.370107),(2.55882e+007,0.41637),(4.02941e+007,0.548043 ),(4.88235e+007,0.6121),(6.17647e+007,0.683274),(8.26471e+007,0.743772),(9.70588e+007 ,0.811388),(1.14706e+008,0.846975),(1.24706e+008,0.886121) )) Units: **undefined** (19) Media reports= Favorable Word of Mouth*0.3+Growth rate factor*0.4+New phone rumours*0.3 Units: **undefined** (20) New goods added= (Attractiveness of Market to third parties+Market Power over App Developers )*Dampener Units: **undefined** (21) New phone rumours= PULSE(5,5)*0.5 Units: **undefined** (22) New users added= DELAY FIXED(Conversion rate, 0.1 , 0 ) Units: **undefined**

Pg. 23

Appendix

(23) "Pot. add rate"= Sales force addition*quality of salesforce Units: **undefined** (24) Potential Sales= INTEG ( Discard rate+"Pot. add rate"-Conversion rate, 1.25e+008) Units: **undefined** (25) Price= 600 Units: **undefined** (26) Product Attractiveness= Attractiveness from availability of Complementary Products*0.2 +Media reports*0.1 +Product Features*0.7 Units: **undefined** include qlty of wrk 0.1 (27) Product Features = WITH LOOKUP ( Min(Investment in Product Features,1e+008), ([(0,0)-(1e+008,1)],(0,0.3),(1000,0.32),(10000,0.35),(100000,0.4),(1e+006 ,0.5),(1e+007,0.75),(1e+008,0.9),(1e+008,1) )) Units: **undefined** (28) quality of salesforce= 1000 Units: **undefined** (29) Revenue= Price*Sales Units: **undefined** (30) Sales= INTEG ( Conversion rate, 10) Units: **undefined** (31) Sales force addition= 0.01*Revenue/100000 Units: **undefined** say 100,000 investment required per outlet with customer (32) SAVEPER = TIME STEP Units: Quarter [0,?]

Pg. 24

Appendix

The frequency with which output is stored. (33) TIME STEP = 1 Units: Quarter [0,?] The time step for the simulation.

iPhone 5 comparison

Apple Samsung

Galaxy S III Droid RAZR HD Nokia

iPhone 5 Lumia 920

Screen Size 4 inches 4.8 inches 4.7 inches 4.5 inches

Resolution 1,136 x 640 1,280 x 720 1,280 x 720 1,280 x 768

Weight 3.9 oz 4.7 oz 5.1 oz 6.5 oz

CPU Dual-core Apple A6

Dual-core 1.5GHz Snapdragon S4 (in the U.S.)

Dual-core 1.5GHz Snapdragon S4

Dual-core 1.5 GHz Snapdragon S4

Storage 16GB, 32GB or 64GB, no card slot

16GB, 32GB or 64GB +microSD slot

12GB+microSD slot

32GB, no card slot

Connectors Apple Lightning microUSB microUSB microUSB

Operating System

iOS 6 Android 4.0.4 (Ice Cream Sandwich)

Android 4.0.4 (Ice Cream Sandwich)

Microsoft Windows Phone 8

Battery

225 hours standby, 8 hours talk time (3G)

790 hours standby, 11:40 hours talk time (3G)

TBA

300 hours standby, 10 hours talk time (3G)

Camera

8MP, 3264x2448 pixels, autofocus, LED flash

8MP, 3264x2448 pixels, autofocus, LED flash

8MP, 3264x2448 pixels, autofocus, LED flash

8MP, 3264x2448 pixels, optical image stabilization, autofocus, dual-LED flash

Networking Wi-Fi, 2G, 3G, 4G LTE

Wi-Fi, 2G, 3G, 4G LTE

Wi-Fi, 2G, 3G, 4G LTE

Wi-Fi, 2G, 3G, 4G LTE

Pg. 25

Appendix

Price

$199 for 16GB, $299 for 32GB, $399 for 64GB; avail. Sept. 21

$199.99 + $35 carrier fee

$199 (estimated, launch end of 2012)

TBA, launch Q4 2012

iPhone 5 vs 5s

Design

Device type Smart phone Smart phone

OS iOS (7.x, 6.1, 6) iOS (8.x, 7.x)

Dimensions 4.87 x 2.31 x 0.30 inches (123.8 x 58.6 x 7.6 mm)

4.87 x 2.31 x 0.30 inches (123.8 x 58.6 x 7.6 mm)

Weight 3.95 oz (112 g) 3.95 oz (112 g)

the average is 5 oz (143 g) the average is 5 oz (143 g)

Materials Main body: aluminum Main body: aluminum

Display

Physical size 4.0 inches 4.0 inches

Resolution 640 x 1136 pixels 640 x 1136 pixels

Pixel density 326 ppi 326 ppi

Technology IPS LCD IPS LCD

Screen-to-body ratio 60.82% 60.82%

Colors 16 777 216 16 777 216

Touchscreen Multi-touch Multi-touch

Features Light sensor, Proximity sensor, Oleophobic coating

Light sensor, Proximity sensor, Oleophobic coating

Camera

Camera 8 megapixels 8 megapixels

Flash LED Dual LED

Aperture size F2.4 F2.2

Focal length (35mm equivalent)

33 mm 29 mm

Camera sensor size 1/3.2" 1/3"

Pixel size 1.4 μm 1.5 μm

Pg. 26

Appendix

Features

Sapphire crystal lens cover, Face detection, Digital zoom, Self-timer, Digital image stabilization, Back-illuminated sensor (BSI), Autofocus, Touch to focus, Geo tagging

Sapphire crystal lens cover, Face detection, Digital zoom, Self-timer, Digital image stabilization, Back-illuminated sensor (BSI), Autofocus, Touch to focus, Geo tagging

Settings Exposure compensation Exposure compensation

Shooting Modes High Dynamic Range mode (HDR), Panorama

Burst mode, High Dynamic Range mode (HDR), Panorama

Camcorder 1920x1080 (1080p HD) (30 fps)

1920x1080 (1080p HD) (30 fps), 1280x720 (720p HD) (120 fps)

Features Time-lapse video, Digital image stabilization, Video calling

Time-lapse video, Picture-taking during video recording, Digital image stabilization

Front-facing camera 1.2 megapixels 1.2 megapixels

Hardware

System chip Apple A6 Apple A7

Processor Dual core, 1300 MHz, Apple Swift

Dual core, 1300 MHz, Cyclone ARMv8, 64-bit

Graphics processor PowerVR SGX543MP3 PowerVR G6430

System memory 1016 MB RAM 1024 MB RAM

Built-in storage 64 GB 64 GB

Battery

Stand-by time 9.4 days (225 hours) 10.4 days (250 hours)

the average is 19 days (450 h)

the average is 19 days (450 h)

Talk time (3G) 8.00 hours 10.00 hours

the average is 15 h (903 min)

the average is 15 h (903 min)

Music playback 40.00 hours 40.00 hours

Video playback 10.00 hours 10.00 hours

Capacity 1440 mAh 1570 mAh

Not user replaceable Yes Yes

Multimedia

Music player

Filter by Album, Artist, Genre, Playlists

Album, Artist, Genre, Playlists

Features Album art cover, Background playback

Album art cover, Background playback

Speakers Earpiece, Loudspeaker Earpiece, Loudspeaker

YouTube player Yes Yes

Internet browsing

Pg. 27

Appendix

Browser Safari Safari

Built-in online services support

YouTube (upload) YouTube (upload), Twitter

Technology

CDMA 800, 1700/2100, 1900 MHz

GSM 850, 900, 1800, 1900 MHz 850, 900, 1800, 1900 MHz

UMTS 850, 900, 1900, 2100 MHz 850, 900, 1700/2100, 1900, 2100 MHz

FDD LTE

700 (band 13), 850 (band 5), 1800 (band 3), 1900 (band 2), 2100 (band 1) MHz

700 (band 13), 700 (band 17), 800 (band 18), 800 (band 19), 800 (band 20), 850 (band 5), 900 (band 8), 1700/2100 (band 4), 1800 (band 3), 1900 (band 2), 1900 (band 25), 2100 (band 1) MHz

Data

LTE Cat 3 (100/50 Mbit/s), HSDPA+ (4G) 42.2 Mbit/s, UMTS, EDGE, GPRS, EV-DO Rev.A, EV-DO Rev.B

LTE, HSDPA+ (4G) 42.2 Mbit/s, HSUPA 5.76 Mbit/s, UMTS, EDGE, GPRS

nano-SIM Yes Yes

Positioning A-GPS, Glonass, Cell ID, Wi-Fi positioning

GPS, A-GPS, Glonass, Cell ID, Wi-Fi positioning

Navigation Turn-by-turn navigation, Voice navigation

Turn-by-turn navigation, Voice navigation

Connectivity

Bluetooth 4 4

Wi-Fi 802.11 a, b, g, n, n 5GHz 802.11 a, b, g, n, n 5GHz

Mobile hotspot Yes Yes

USB Yes Yes

Connector Proprietary Proprietary

Features USB charging USB charging

Other TV-Out, Tethering, Computer sync, OTA sync, AirDrop

TV-Out, Tethering, Computer sync, OTA sync, AirDrop

Other features

Notifications

Music ringtones (MP3), Polyphonic ringtones, Vibration, Flight mode, Silent mode, Speakerphone

Music ringtones (MP3), Polyphonic ringtones, Vibration, Flight mode, Silent mode, Speakerphone

Additional microphone(s) for Noise cancellation, Video recording

for Noise cancellation, Video recording

Sensors Accelerometer, Gyroscope, Compass

Accelerometer, Gyroscope, Compass, Fingerprint (touch)

Pg. 28

Appendix

Hearing aid compatibility M4, T4 M4, T4

Other Voice dialing, Voice commands, Voice recording

Voice dialing, Voice commands, Voice recording

Availability

Officially announced 12-Sep-12 10-Sep-13

Shopping information

Accessories

Apple EarPods with Remote and Mic, Lightning to USB Cable, USB Power Adapter, Documentation

Apple EarPods with Remote and Mic, Lightning to USB Cable, USB Power Adapter, Documentation