Apple tries to broaden its reach with new iPhones

Apple Inc. introduced yesterday two new iPhones in an effort to expand the company's reach into new markets while consolidating its position in the segment of most sophisticated smartphones.
The line of appliances will include a lower-cost model, called iPhone 5 c, whose pared-down version, 16 gigabytes, will cost $ 99 in the United States with a two-year contract with a service provider. In the case of iPhone 5S, more sophisticated version, the price will be $ 199 with 2 year contract. Both will be available for purchase from the day September 20 in the u.s. and nine other countries. From this Friday, consumers of these markets may give orders, the model 5 c. Apple has not announced plans for the launch of new models in Brazil.
The iPhone 5S-that will be available in Golden colors, silver and dark grey-will have a fingerprint scanner called Touch ID that will allow users to unlock their handsets or make purchases on the iTunes store, Apple, with only a touch screen button.
"This is our most innovative phone so far," said Phil Schiller, Apple's marketing Global Director, at an event for guests held yesterday at the company headquarters in Cupertino, California.
The new line of smartphones, although fairly expected, is one of the most important product updates in years. Although the Smartphone industry is growing strongly, Apple keeps losing market share to competitors such as Samsung Electronics Co. and Lenovo Group Ltd., which has been launching a myriad of products to attract multiple customer profiles.
The iPhone 5 c, cheaper, whose features include a polycarbonate coating and other few advances in relation to the previous model, the iPhone 5, is "done with all the incredible technology that consumers love," said Schiller. The model 5 c will come in five colors-green, white, blue, pink and yellow-and has a four-inch retina display and chip A6.
Apple typically offered discount to the previous generation iPhone after the release of a new, but this time will eliminate the iPhone 5 to its line of phones.
The newest iPhones from Apple will use a new operating system, iOS 7. The company reported that it will provide the software for free for customers to update previous versions of the iPhone and the iPad on 18 September.
The question for Apple now is whether the double shot of new software and hardware can help her regain market share. Apple has sold more than 380 million iPhones, but the unit is no longer the most popular smartphone in the world, moving on to the second position, behind phones manufactured by Samsung. The models of the South Korean company accounted for 32% of worldwide sales of smartphones in the second quarter, compared with 30 percent a year earlier, according to research firm Gartner. In the same period, Apple's participation increased from 19% to 14%.
The action of Apple closed yesterday with fall of 2.3%, to $ 494,64.
Among the technological improvements in iPhone 5S is the new processor A7, with 64 bits, which Apple claims to have twice the performance of previous models.
The unit also comes with an 8 megapixel camera that can capture up to 10 frames per second in "burst", and a new chip to capture movements when the iPhone is used for, for example, monitor physical activities.
Brian Marshall, an analyst at ISI group, says believe the iPhone 5 c impresses, but questions whether the new handset will have the total cost, and gross margin of profit required to help Apple gaining mass markets. "I don't think he's a low cost phone," he said. "The main issue is how much of the allowance give operators."
At the launch event, the Chief Executive Officer of Apple, Tim Cook, Apple's software ranked as a great advantage. IOS 7, which includes a new look and features to deter thieves and more easily share files between units, was exhibited for the first time recently. Application developers have said that the operating system is one of the most important software ever released by Apple.