…more underwhelming than last year’s 4S launch which was generally considered to be the least exciting iPhone launch (Although, I actually quite liked the hardware).

The changes were everything people had been predicting – a 16:9 aspect ration 4-inch screen, a thinner design with a metal back plate, LTE, A6 processor. Don’t get me wrong, there is nothing bad about the phone, but there is nothing hypeworthy about it. It is about as evolutionary as you can get from the iPhone 4 that was released 2 years ago.

The iPhone 4 was a radical step forwards for the lineage, but even back then, the hype machine makes me sick to my stomach. The following two years, the designs are not even worthy of the hype, yet still we have these theatre shows where Apple SVPs stand up on stage and get applauded and cheered by the journalists supposed to be giving us impartial reviews.

F**k that. Apple can tell me everything that is awesome about their product. That’s their job. If you are a tech journalist how can you be trusted to be giving your audience an impartial review if you are whooping around like a horny 14 year old girl at a Justin Bieber concert?

If car journalists started applauding BMW like that every time they launched a new car would consumers read the panels of motoring journalists who behaved like that? Of course not. We want to know where the product falls short, where the competition edges out, where the designers could have done a better job.

If tech journalists are getting wet every time that Apple rolls out a new evolutionary design in their product range then they are failing at their job, they are not staying true to the principles of their profession and they are letting down their audience.

Edit
It has been pointed out to me that those cheering are actually planted Apple employees and not the journalists. If this is the case then it’s an even bigger issue. The journalists should be reporting on this fact, that the cheers and whooping from the auditorium are part of the stage show, managed and directed by Apple.

Do you job journalists. If Apple is faking their aspects of their presentation like that then what does it say about their company ethos?