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New iPhone forces rivals to scramble

Every tech firm seems to be jostling for media attention before Apple Inc launches the new model of its flagship brand, iPhone.

The holiday shortened week at IFA consumer electronics conference in Berlin is unusually abuzz with activity!

Every tech firm seems to be jostling for media attention before Apple Inc launches the new model of its flagship brand, iPhone.

Competitors scramble
Motorola Mobility and Nokia, the erstwhile leaders of mobile industry, are slated to release a couple of new smartphones on Wednesday.

Amazon is expected to follow the suit by announcing new Kindle devices on the next day.

Asian technology giants, Samsung and Sony, have already released a slew of smartphones and tablets last week. Every company wants to make most of the time before the market leader, Apple Inc, makes its next move.

Here comes the leader!
Everyone, including end customers, competitors and media companies, is waiting for September 12 when Apple is slated to hold its press conference. Speculation is rife, the tech giant will unveil the new iPhone.

Michael Gartenberg, a technology analyst at Gartner stated, “It seems that the rumor of an Apple announcement is having an effect on competitors’ announcements, unless it’s an amazing coincidence.”

He added, “It does make you wonder if Apple has thrown the industry a little bit off balance and taken away a little bit of their confidence.”

Apple forces companies to rethink
Apple has forced its competitors to rethink their strategies. A number of them have scaled down their presence at trade shows and tech conferences where they used to showcase their new and upcoming products.

Most of other technology companies follow Apple Inc's moves and schedule their own news conferences in a way to garner as much attention that they can before Apple grabs most of it.

Fall product introductions are considered to be immensely important by most of the companies. They get a chance to create anticipation for their products ahead of the long holiday season.