iPhone 5's Biggest Innovation Could Terminate Android, Windows Phone 8

Apple AAPL is expected to unveil a next-generation smartphone tomorrow that features a thinner body and a wider touch screen. The display was reportedly built using new in-cell technology that allows Apple to remove a layer of material that will reduce the cost of the product. This is great for Apple's bottom line, which could take a hit if the company incurs a massive supply shortage when launching the iPhone 5 this month. By reducing the cost of the device, Apple is clearly looking to gain a long-term edge in producing its devices. Beyond the cost savings, little is known about what Apple may or may not have planned for its new display. The obvious assumption is that it will be brighter, crisper, and consume less power. Some rumors have suggested that Apple will do away with edges to maximize screen space, effectively creating a larger display than anyone expected. What if Apple's plans are far greater than that? After all, this is not simply the iPhone 4S 4G -- it is the iPhone 5. Apple shied away from attaching a new number to the last iPhone, which was more of a software, processor, and camera upgrade than anything else. Similarly, the Mac maker chose to take the "3" off its third-generation iPad, acknowledging that it was more of an incremental update than a revolutionary leap forward. If Siri, the voice-activated virtual personal assistant, was not enough to warrant the iPhone 5 name, and if a Retina Display was not enough for the iPad 3, then Apple must have something major in store for its next-gen phone. The company confirmed the name of the new device when it sent out an invitation for its event tomorrow, September 12, in which the shadow of a large "5" can be seen lurking underneath a giant "12," signifying the date of the iPhone 5's debut. Apple is believed to be building a smartphone that will be vastly superior to Samsung's flagship device, the Galaxy S III. The company is also expected to release a product that trumps the features of its Android and Windows Phone 8 competitors. Last Wednesday, Nokia NOK and Microsoft MSFT unveiled the Lumia 920, a groundbreaking new phone that contains a cornucopia of unique features, including a screen that is sensitive enough to be used while wearing gloves. If Apple CEO Tim Cook walked out on stage tomorrow and announced that the iPhone 5 would simply have a larger screen and a thinner body (as expected), people would be justifiably disappointed. If the iPhone 5 also contained 4G LTE support, improved battery life, and a faster processor, consumers may still be unsatisfied. While the company has been known to release products that only meet the bare minimum of expectations, Apple is unlikely to do the same with the next iPhone. This was proven the moment the next-gen MacBook Pro was unveiled. That device went above and beyond the competition. Apple should do the same with the iPhone 5. Follow me @LouisBedigianBZ