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With the birth of the new iPhone, it wasn’t long before competitors would start to bring out similar versions to compete in the ever changing mobile market

When Apples iPhone was released, it brought about a new mobile sensation, which allowed users to fully interact with their phone, without the use of a keypad. But it seems as though they weren’t the only company to have the idea.

LG have recently released concept photos of their LG KE850 which has already won the Product Design Award for 2007.

Going back, LG have always been in the mobile business, but this is Apples first time in the market. Although the similarities are uncanny, it’s hard to suggest that Apple ‘stole’ the idea from LG. Apple’s business is based on the principal that design is everything, which suggests that their iPhone is something they are proud of, and was a unique idea when the initial plans were jotted down. Saying that, Apples nameless iPhone doesn’t beam much pride from the company, seeing as though they weren’t confident enough to engrave a permanent name on the back.

One thing both the iPhone and the KE850 have in common is the full surface touch screen which has never been seen before now. It appears that this idea is a mix between a PDA in which the whole interface is accessed as a touch-screen, and a normal mobile phone. Recent pictures of a new concept have been released showing a new Nokia Aeon sporting the same touch screen. It isn't clear by the pictures Nokia provided, but it appears that only the lower screen will be touchable.

Before BenQ-Siemens European operations went under, they had a new mobile concept under wraps, which would have been one of iPhones main competitors. BenQ-Siemens had developed a ‘Black Box concept phone,’ which received a Chinese design award earlier this year. The idea once again supported a full surface touch screen, and depending on the functions you are using, the touch screen changes the control layout immediately. Impressive, but the idea never actually got off the ground for BenQ Siemens. Maybe Apple had seen the idea would be profitable and stepped in, although nothing is for sure.

Apple put forward a patent for their touch screen in May 2004, called “Multipoint touch screen”. During the presentation of the iPhone, Steve Jobs mentioned that they have filed for more then 200 patents to protect the inventions they’ve put into the new mobile phone. This being so speculation is rife as to how come both Nokia and BenQ Siemens have the same technologies, and what’s more, why is it that BenQ Siemens ‘Black Box’ was leaked out back in September 2006, whilst we have only recently seen iPhones new look and technology.

LG’s KE850 seems to have the advantage over the iPhone when it comes to camera quality. The iPhone camera only has a 2 megapixel camera, which is poor considering LG have already released the KG920 which contains a 5 megapixel camera. iPhones low camera quality was a shock to most, as the mobile phone boasts both touch screen technologies and an integrated iPod, yet not the latest camera technology. Now that Apple has released photos of the phone, along with a short specification, it is doubtful that the quality of the camera will change on this model. Although later models may be stepped up to compete with LG’s latest mobile phone cameras.

As LG have not yet released any specification on their phone, it allows them to go back to the drawing board and amend their product to ensure a good competitive stance in the market. This gives LG an edge over Apple, as they can survey Apples progress and ensure that they do not encounter any pitfalls which Apple may find. The Nokia Aeon is only in its concept stages, which means many more alterations can be made in comparison to how well the iPhone sells, and if there is a good reception to the new full surface touch screens.

So overall, the real question is, will LG be suing Apple according to the marketplace? Or will Apple get there first by filing a law suit against LG for using such similar technologies. The latter may not be such a good move for Apple considering the legal battle they are already involved in with Cisco over using the title ‘iPhone’.  What is sure is that both LG and Apple will be head to head in competition to become the publics best touch screen mobile phone, so it’s up to the public to decide who they like best. Does Apple have the strong brand loyalty to keep them ahead? Or will LG have the edge over the pricing strategy, and the fact that their product will be on sale much sooner than the much anticipated Apple iPhone.

LG have the edge in experience as they are certainly no newcomers to competition with similar new technology in mobile phones. As we saw in 2006, Samsung brought forward the product launch of their Samsung E900 to compete with the extremely popular LG KG800 Chocolate with many striking similarities.

Keep checking back at our Industry Section for more information.