Apple iPhone 7 haters hit out over controversial removal of headphone jack and pricey wireless ‘airpods’
Has the much-loved tech firm FINALLY made a slip-up that will ruin its near-flawless run of success?
The tech world follows a seasonal pattern focused around the Apple harvest.
Yesterday was Christmas, as the fruity firm finally ended months of speculation when it unveiled the much-anticipated iPhone 7.
But today marks the beginning of the winter of discontent, as Apple fans inevitably begin questioning whether the new iPhone is all it's cracked up to be.
This year, techies' rage has been stoked by Apple's decision to remove the headphone jack from its mobile phones and the release of £159 "airpods" which pick up music wirelessly.
This means old-fashioned headphones won't work without a special dongle, which allows them to be connected to the lightning port which is also used to charge up iPhones.
Eric Schiffer, an American entrepreneur and writer, told The Sun Online that "the iPhone 7 with its bizarre headphone jack is weaponized for profit and mass customer torture";.
He pulled no punches whilst accusing the fruity firm of losing its creative edge and claimed Apple founder Steve Jobs "would be spinning in his grave".
"Apple is living off the estate of Steve Jobs just like the Elvis estate," he said.
"But Elvis has not had a hit in decades.
"There is a reason for it. He is dead."
The business expert questioned Apple's recent business decisions and said "the iPhone is all they have".
"Apple Music was a disaster," he added.
"The Watch was a mauling. The Car will never happen."
THE IPHONE 7: WHAT YOU NEED TO KNOW
Starts at £599 in the UK or £649 in the US for the 32GB model.
Pre orders open on September 9.
Shipping in the UK begins on September 16.
New colour finishes Jet Black and Black to replace Space Grey.
3.5mm headphone jack dropped and replaced by wireless headphones.
Redesigned home button is force-sensitive.
Dust proof and water resistant.
12 megapixel camera with six-element lens.
4.7 inch screen is 25 percent brighter.
A10 "Fusion" processor runs iOS 10 operating system.
Stephen Ebbett, director of the gadget insurance company Protect Your Bubble, was a little more measured in his criticism.
He said: "Apple aren't averse to the odd controversial step, but the decision to remove a headphone jack port from the iPhone 7 and 7 Plus models is truly a Marmite move.
"Regardless of your take on it, the latest iteration of Apple's ever-popular iPhone is proof of how they're constantly looking to innovate in an increasingly busy space."
But whilst the experts and some vocal fans are clearly not happy, businesses have already seen the potential of Apple's new "wireless revolution".
The retailer John Lewis has revealed that wi-fi headphones are now flying off the shelves, making up 58 percent of all headphone sales this year compared to 21 percent in 2015.
Katrina Mills, an audio buyer, said: “Last night’s announcement will drive the biggest sales in wireless headphones yet.
"Ahead of the news we had already seen an increased demand for wireless headphones, with noise cancelling functionality and sport models proving popular."
The primary reason for the removal of the headphone socket was space. By taking it away, the phone can be made thinner and packed full of more circuitry to make it perform better.
Connecting headphones through the Lightning connector also offers the option of better sound, because it means the hard work can be performed by the headphones, giving customers a bit more choice.
Currently, any music played on an iPhone has to be turned into audio using the iPhone's own "digital to audio analogue" (DAC), which is of a lower quality than more expensive DACs.
With lightning or wireless headphones, the digital audio will be converted using whatever DAC the headphones are fitted with, potentially offering better sound.
Phil Schiller, senior vice president of worldwide marketing at Apple said: "Apple EarPods are the most popular headphones in the world. Now we're moving them to Lightning.
"Why? Because it provides digital audio, power, and many other advantages that are simply not possible over an analogue connection.
"The analogue headphone jack has been with us for a very long time. But the reason to move on is courage.
"The courage to move on and do something new that betters all of us.";
It remains to be seen whether this is the beginning of an audio revolution - or the end of an era of Apple dominance.
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