Ann: EGM Presentation by Yuval Cohen CTO, page-90

I saw an iPhone ad on tv yesterday. The only feature mentioned was the screen. That was the point of difference they pushed, and it seems screens have been a point of difference for a while. The point is, the ad was all about a sensory point of difference. Once screens have clarity better than our eyes can detect, that will be one less point of difference to promote.

Auditory point of difference will be an important one, as we don't really go around licking or smelling our phones. Last time I did that I was asked to leave the restaurant....