Expectations

Now the Apple has officially announced the iPhone 4S and the tech world is officially let down (again) I’d like to discuss how Apple handled the expectations for this event. First, I don’t think they did enough. There were a couple planned leaks to their normal crew at the WSJ but it obviously didn’t have as much of an impact as the cases being thrown around by Chinese case manufacturers. 

Apple, as usual, officially said very little about the new iPhone. It was a single line phrase a week before the event stating, “Let’s talk iPhone”.

The problem is the Apple didn’t shoot down or at least drown out the case leaks. Most of the reviewers were expecting an iPhone 5 and they received an iPhone 4.5 (see what I did there? The 4S looks like 4.5… never mind).

The 4S looks great. I really like the iPhone 4. It is really beautiful. It is the best smartphone I’ve ever seen. The 4S is even better not only with better hardware but also with exclusive new software (Siri) as well.

I don’t think the tech press is ever blown away by Apple events immediately. It always takes time, hands on reviews, and quarter after quarter of seeing Apple sell phones faster than they can ship them. However, I do think Apple PR didn’t level expectations for this event as they should.