As I write yet another update on the announcement and release of the iPhone 5, less than an hour remains before Apple’s major press event of the year kicks off. Anyone will find it impossible to argue with Apple’s success as it is the most valuable company in the world with soaring profits and a devoted following but it is fair to say that the company’s future depends on the slim shiny handset about to be revealed.

Can Apple Stay at the Top of Smartphone Business?

Recently, it was announced that Samsung had overtaken Apple in terms of sales in the smartphone industry and today is the day Apple answers the question that whether it can keep up with the Koreans or not. Moreover, Samsung are not the only competitors in the industry with the Google OS, Android, being the most popular mobile operating system in the world. Nokia also have come to the fore, probably for the last time competitively, with the new Lumia series that is design to match and better the iPhone. The competition has been set to another level and iPhone 5 will be required by Apple to make an immediate impact as the holiday season approaches.

Apple Forced to be on the Defensive Side

The big name features that everyone expects in the upcoming iPhone are no doubt the 4G wireless technology and the screen upgrade to 4-inches. These features have already been incorporated in handsets rivalling the iPhone so it remains to be seen what surprises Apple has up its sleeve. Experts believe that recent changes in the market have forced Apple to be on the defensive. Other anticipated changes include improvement on the voice assistant, Siri, and Apple’s new mapping services. The focus, though will remain on the dimensions and the screen quality.

Not a Great Start for Apple

The big day hasn’t got off to the best of starts for Apple with their official website, accidentally, already confirming the name ‘iPhone 5’. Apple and iPhone 5 have already had much unwanted publicity in terms of leaked features and news and through an inactive link on their site, the final nail in the coffin was hammered. The dead link appeared in a search results page which also reveals updates about the 4G LTE connectivity thus confirming the feature.

Apple Needs to Redesign iPhone Hardware

Half of Apple’s revenue and majority of the profits are generated from the iPhone so Tim Cooke, Apple’s CEO, needs not only to amaze the consumers but also the Wall Street. 4G access and a larger screen may help Apple to keep its position in the market but to create a major stir, they will need to come up with major hardware redesign and compelling content services.