Nikkei which is a Japanese newspaper has claimed that the refreshing of Apple’s iPhone every 2‐3 year cycles seems to be that Apple is moving away from the regular tick tock cycle. In their statements it was mentioned that for their iPhone devices, the company may go ahead and take around 3 years before the next full change of their product is done. This means that in comparison to their present system, an entire extra year is taken.

The fall of this year was the time when a major upgrade was supposed to happen, however the models that are being launched this year by the company seems to have minor changes like the camera quality being improved. They also went on to say that there are two factors that drive this change. The first reason is the fact that there is very little room for the smartphone functions to have any major enhancements, the second reason refers to the fact that market is slowing down. The piece in fact does refer to the impact the supply chain of Japan without citing any external source. So in one way you can say that it is a response that is purely speculative. There have also claims been made that the look of the iPhone 7 of Apple will be very similar to that of the iPhone 6 with minor features that will be introduced just like how other reports have stated.

In the statement it was mentioned that this autumn, the new version that is slated will be almost identical in looks to the present iPhone 6. The improvement in functions like battery capacity, water resistance and camera is likely to be there, the design also shows that the headphone jack will not be present. This new model will be a high end version and users will get photo capabilities that are of better quality through correction functions.