Apple Inc. AAPL is reportedly introducing its exclusive haptic feedback technology aka Force Touch in its new iPhone models. Going by news reports, Apple’s next-generation iPhone models expected to be called iPhone 6S and iPhone 6S Plus are already in production and are likely to hit the market by this fall.
Reportedly, the new phone is expected to look largely similar to the existing iPhone 6 and 6 Plus, reports Bloomberg, and will come in the same 4.7-inch and 5.5-inch sizes. This will likely help the company to expedite the manufacturing process, despite incorporating new complex technologies.
What's Force Touch?
Developed by Apple, the Force Touch technology helps users define touchpad sensitivity. The technology helps sensors distinguish between subtle differences in the amount of pressure applied while tapping on the screen. The amount of pressure applied determines the desired function within an app. Further, Force Touch can even tell whether you’re using your thumb or another finger and based on that auto-adjusts sensitivity level.
Apple Products Already Equipped with Force Touch Technology
This feature debuted on Apple Watch and was then introduced on the 12-inch MacBook. In Apple Watch, Force Touch is used to bring additional controls and helps change the watch face. The technology helps the device sense increased pressure by measuring the increased surface area occupied by the finger and then responds with haptic feedback.
This creates an illusion of a physical button. In a nutshell, in the Apple Watch, Force Touch helps users access extra information, helping to add extra functionality to the small screen. On MacBooks, the technology helps detect different strengths of tap — enabling scaling of speed, fast forwarding video and several other functions.
Benefits
While multi touch technology is the common platform for all smartphones, the Force Touch technology lends uniqueness to Apple products. The use of Force Touch simplifies iOS device usage. Users can now activate functions without using the home button. Further, we believe Force Touch remains a good initiative by Apple and can help the company proceed to the next level — biometric authentication technology — that could make future iPhones even more secure and easier to use.
The smartphone market remains highly competitive with Google’s GOOGL Android-based smartphones having a significant market share. In a time when every other company is striving to outdo each other with a new app or introducing a new technology, Force Touch could give Apple a leg up with its exclusivity and usefulness.
Apple currently has a Zacks Rank #2 (Buy). A couple of stocks that can also be considered include Synacor, Inc. SYNC and PetMed Express, Inc. PETS, also carrying a Zacks Rank #2 (Buy).
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