Following Apple Inc. (NASDAQ:AAPL)’s announcement today, Ovum analysts have put together their initial reaction. Analysts are at the European launch event and available on the phone for press interview.

Apple iPhone 5s

Tony Cripps provides his view on Apple’s new releases:

Even post-Jobs Apple Inc. (NASDAQ:AAPL) still does great theatre, even if most of what was announced was unusually well-heralded in the blogosphere.

Clearly there’s little need for gimmicks in the flagship 5S, in a launch replete with significant spec upgrades over and beyond the usual screen improvements. Apple Inc. (NASDAQ:AAPL), is certainly offering meaningful innovation here. Moving to a 64-bit architecture means Apple Inc. (NASDAQ:AAPL) can genuinely claim to have brought something new to the smartphone party. It should certainly help the company further cement its lead as a mobile gaming platform and will give the Android fraternity something to think about in a space whose significance is sometimes downplayed beyond the gaming world.

Ingratiating itself to the burgeoning community of health and fitness application developers with new sensors is also a good move by Apple Inc. (NASDAQ:AAPL) at a time when consumer and professional interest in those categories are booming.

Meanwhile the integrated capacitive fingerprint sensor will build legitimacy for the technology in mainstream consumer electronics, although privacy concerns are bound to raise their heads in these newly paranoid times.

Anyone expecting Apple Inc. (NASDAQ:AAPL) to come truly down market with the iPhone 5C was fooling themselves. The day that happens is the day the company signals that it has run out of headroom for expansion. It’s far from ready to concede that yet as it’s greater interest in Japan and China show, although the mooted tie up with China Mobile Ltd. (ADR) (NYSE:CHL) (HKG:0941) wasn’t announced as this comment was written.

It does though indicate an acceptance that the consumers in the upper reaches of the smartphone mid-market are increasingly looking to distinctive devices of their own, and are not happy to accept cast offs or dumbed-down versions of former flagships.

Colour variations and a clear design of its own is a good way to do this and clearly Apple Inc. (NASDAQ:AAPL) isn’t too proud to follow its smartphone rivals in using this tactic. This change hasn’t affected Apple Inc. (NASDAQ:AAPL) too much to date but would have represented a threat if the company hadn’t addressed the problem now – its once a year refresh can sometimes work against it.”