Taking a look back at another week of news from Cupertino, this week’s Apple Loop includes a third iPhone 7 model, Apple rationing its new technology, how to market the iPhone 7, the iPhone 8 weakening Samsung, details on iOS 9.3.3, a new proposal for streaming music fees, more ‘Shot on iPhone’ campaign adverts, and how Apple wins at Pokémon GO.Apple Loop is here to remind you of a few of the very many discussions that have happened around Apple over the last seven days (and you can read the weekly digest of Android news here on Forbes).A Surprising Third iPhone 7Is there going to be a third model of the iPhone 7? The world is expecting an iPhone 7 with a 4.7 inch screen, and a larger 5.5 inched screen for the iPhone 7 Plus. The question is whether the iPhone 7 Plus will have the dual-lens camera, or if that is going to be reserved for a new Plus sized model. Roger Fingas has a look at the evidence:In the images, discovered on China’s Weibo by NWE, a smaller device is labeled as the standard iPhone 7, while two bigger devices are identified as the “Plus” and “Pro.” The latter pair appear to be identical until they’re seen from behind, in which case only the “Pro” has a dual-lens camera and a Smart Connector.A handful of rumors have suggested the possibility of a “Pro” model, but typically these have been sidelined given Apple’s current model split and the lack of any consistent word on what would separate a Pro device. The dual-lens camera and Smart Connector have usually been attached to the Plus.The Good Stuff Is Restricted To One ModelThe problem with this approach is that the one genuinely new piece of technology in the iPhone 7 family is going to be reserved for the highest tier phone. If you’re looking for the dual-lens camera you may have to pay handsomely and be happy with the most expensive model – Apple could be restricting the dual-lens technology to a top-tier handset…it looks as if neither the iPhone 7 nor iPhone 7 Plus will be getting these new features. This will be of particular frustration to iPhone 7 Plus fans who expected to get the dual camera setup, at the very least.Instead it appears Apple fans will have to shell out for a new, even more premium top tier model (likely to be $100 more at each capacity size based on the existing iPhone pricing structure).More on this from Forbes’ Gordon Kelly.Selling The Story Of The iPhone 7A recently leaked video shows the iPhone 7 alongside the iPhone 6S, confirming what many have suspected. There is very little visible difference between the iPhone 7, the iPhone 7 Plus and last year’s design. That, coupled with the limited use of the new technology in these handsets, has implications on Apple’s marketing strategy. Forbes’ Gordon Kelly:Yes tech fans will point to the aforementioned camera, the refined antenna lines and inevitable internal upgrades but to mainstream tech buyers the iPhone 7 looks like the 2014 iPhone 6 yet again and without an easy way to plug in their headphones.‘The only thing that’s changed is everything’ was Apple AAPL -0.01%’s marketing tactic to spice up interest in the visually identical iPhone 6S and iPhone 6S Plus, but sales dramatically fell for the first time in iPhone history.Another ‘There’s exciting stuff, you just can’t see it’ campaign for the iPhone 7 isn’t going to reignite consumers’ passion, whether or not you believe in “Peak iPhone”.More thoughts on the leak here on Forbes.Tim Cook in the shadows at WWDC 2015Apple’s iPhone 8 Plan To Weaken SamsungWith the iPhone 7 family launching one month after Samsung’s Galaxy Note 7 phablet, the competition between the two manufacturers is a fascinating spectacle. This week it was reported that Apple has found another way to restrict Samsung’s resources. TSMC will be supplying the A10 system on chip for this year’s iPhones, and could be set to retain the order for the A11 inside the presumptively titled iPhone 8:It is now being reported that Apple has went one generation further, and TSMC will be the supplier of the A11. If Apple has locked Samsung out of the next iteration chips for the iPhone 8 (expected to launch in 2017 and stay in the portfolio for the regulation three years), that’s a big slice of revenue and profit that is being denied to the South Korean company.If you consider the competitive smartphone ecosystem as a continual drain on resources that needs refreshed, Apple has throttled one of Samsung’s major sources that keeps it fresh, hungry, and able to innovate.
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