Yeah Yeah, New iPhone

Photograph showing Apple Newton hand held comp...
Here it is, the iPhone 5... Wait.

Who would have thought this day would come? The day when they release a boring iPhone.

The 4S is by no means a minor update. It is significantly better than the 4. Dual core. iOS 5. The 8 Mpx camera alone will be enough to change the minds of many waverers. But it is a consolidation, a strategic market repositioning, not a shock. It perhaps takes back the lead, after the Galaxy S II being seen by many as the new messiah. But it’s still neck and neck, and that is not what we have come to expect from an iPhone release. On its day of launch, the latest iPhone is supposed to be the most desirable piece of consumer electronics on Earth. Unequivocally.

It’s Tim Cook I feel sorry for, Apple’s new CEO. In place of the showman, they’ve got the man credited with the sound strategic business decisions. Decisions like closing down Apple’s manufacturing in the US (and indeed, Ireland) and moving it to such questionable locations as Foxconn‘s giant plants in China. It is just his misfortune that his first product launch happens to be of a rather strategic and businesslike update to the iPhone.

But people are bound to say that if Steve were still in charge, there would have been surprises. Steve would have taken some feature of the new iPhone – probably Siri, the voice recognition ‘valet’ – and make it sound like God’s personal gift to you. Actually no, Steve wouldn’t even have presented us with something as lacklustre as mere voice recognition. It would have read your mind, and granted desires you had not yet even consciously formed. Steve could do it, why can’t this phone?

Yeah. Basically people are mostly just missing Steve.