iphone5_thumb.jpg Apple expended huge amounts of time and effort creating what it considers to be the ultimate smartphone. What does the world think of the new iPhone 5, and what could Apple have done better as it faced an impossible task to live up to the hype? 

 

A Spectacular Non-Event?

Poor Apple, the largely unwarranted beating was always coming, although some would say it was long overdue. But, the tide of expectation for a new iPhone is now something that even Apple cannot match. That is in part due to its own obsessive quest for secrecy, one that is casually blind-sided by the supply chain, eager leakers and the insatiable curiosity of the press. 

So, when Tim Cook stood up and showed off what everyone already knew, the iPhone 5 launch was guaranteed to be a bit of a let-down. Something hideously exacerbated by Apple's insistence on having no live broadcast. So, while Google parachuted and abseiled in Project Glass, and Samsung wowed the world with the Galaxy S3 on Facebook, all we see are low-res photos of Apple busybodies looking pleased, to no great effect (you can belatedly watch the keynote here, but why would you?). 

Sapphire Brilliance Dulled

Still, take the cynical blinkers of journalism off and Apple delivered a stellar new product. Double the power for the same price, a bigger, better screen, 4G and improved WiFi, a new OS with better features. The trouble is, these are all features you can find on other phones, so while brilliant in their own way, the magic is gone from smartphone events like this, especially as Apple insists on this cookie cutter presentation year-after-year.

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In future, it is probably best for all concerned just to upload a shiny HD video to YouTube and be done with it. While Apple might be stoked by a sapphire crystal in the new iSight camera, it is impossible to feel that excitement watching a text feed update. 

There was also the lack of immediate post match gratification, with no instant launch of the new iOS or iTunes, no chance to crash an Apple website in the rush to pre-order. Even the new iPods aren't turning up until October, so there was no chance to rush out and "try it, feel it."