How Apple’s New iPhone 12 5G Phone Could Fail

Harry J. Kazianis

Technology,

5G confusion could be an issue. Here is where in-store retail education will be key—or not.

I have been, minus a one-year disaster into Android, an iPhone user since 2011. I can honestly say the device powers my work routine and personal life and is essentially attached to me at all times. Heck, I fall asleep listening to my favorite podcasts almost every single night.

My current iPhone, an iPhone 8, has served me well for almost two years now—and I am really leery on giving it up.

That is, until I can get my hands on a new iPhone 12 armed and ready to jump on a 5G network. I have held out until I can make the jump onto what could be gigabit level speeds, low latency times and a more pleasing smartphone experience. Combine that with a faster overall iPhone, and my devotion to Apple smartphones seems only set to grow in the years to come.

But will all customers who enjoy the iPhone now feel the same? Could there be issues with iPhone 12 meeting customers’ expectations?

One thing I worry about is the misinformation that will surely come about not only with this new phone, but with 5G in general. First, and this should be obvious, you won’t get 5G speeds if you aren’t on a 5G network, nor if your provider does not offer 5G service where you live when iPhone 12 roles out. I can just see countless people heading to their favorite Apple store or wireless carrier, signing up and shilling out a $1,000 or more, taking their new phone home and wondering why their internet speeds aren’t any better?

Here is where in-store retail education will be key—or not. Customer service and sales reps should be telling customers that, yes, their new iPhone 12 will be amazing and will no doubt win over many new features and a better experience. But if there is no 5G where they are they won’t see the game-changing performance that many are expecting. Of course, salespeople will be salespeople, and I worry that their silence to get a sale may create a slow but steady customer backlash if not properly handled.