Apple Partners: Upcoming Event Needs To Be About Innovation, Not Upgrades

For Apple partners, product innovation as opposed to upgrades will be key as the company gets set to showcase its newest devices at an event March 21.

At the event, Cupertino, Calif.-based Apple is expected to unveil a new, smaller iPhone, reportedly called the iPhone 5se; an iPad upgrade; and new Apple Watch band designs.

But partners say that to stay ahead in the competitive smartphone market, Apple needs to bring new, innovative features to the table instead of product upgrades.

[Related: Channel Beat: Apple Goes With Google Cloud, Cuts Spending With AWS]

’As a channel partner, we want Apple to continue the strong momentum it has had in dominating the mobile market,’ said Michael Oh, chief technology officer and founder of Tech Superpowers, a Boston-based Apple partner. ’Apple’s done a good job selling phones consistently. But with talk about the iPhone reaching peak sale levels and iPad sales declining, I want to know what Apple is bringing to the table that can give them a boost and continue to create excitement for their platform.’

Apple had the second highest smartphone shipment numbers in the fourth quarter of 2015 behind Samsung, but analysts have cautioned that Apple's smartphone growth is slowing.

According to research firm IDC, Apple’s smartphone shipments grew only 0.4 percent in the last quarter over the same quarter in 2014.

Oh pointed to the event as an opportunity for Apple to turn around this slowing growth and introduce new features that could change the game of mobility.

’We don’t want Apple to stand still and be perceived as a brand that’s losing ground and not bringing innovation,’ said Oh. ’Overall, we don’t want this event to feel like it’s the same old stuff repackaged -- we want Apple to add new features.’

Jay Gordon, vice president of sales at Plano, Texas-based MobileIron partner Enterprise Mobile, agreed, stressing that when Apple introduces new platforms it drives services revenue with customers.

’For us, the introduction of new device types is always great for business as it brings new investments, complexity and customer demand that results in the deployment of new equipment, all processes we can drive for our customers,’ he said. ’Customers often seek ... consulting assistance to roll out new technology as well so there is great benefit to Apple introducing new platforms and product upgrades come Monday.’

Meanwhile, Apple’s reported iPhone 5se is for consumers who aren't attracted to the larger 4.7-inch screen of the iPhone 6s or the 5.5-inch screen of the iPhone 6s Plus but would still like to upgrade.

This new iPhone also reportedly will have a 4-inch screen, about the same size as the iPhone 5s, and will pack the A8 or A9 chip that the iPhone 6 and iPhone 6s run on, respectively.

Rumors also have pointed to an upgraded iPad Air, which may contain a 9.7-inch screen and include features such as a smart connector, support for new accessories such as a smart keyboard and Apple Pencil, and an improved camera system with a rear flash.