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This week it's the the iPhone 5. Everyone pretty much accepts that Apple will introduce it, and there have been so many leaks that everybody pretty much seems to know what it's going to be. Word is it will look a lot like the last two versions of the iPhone, except a bit thinner and a bit taller, with upgraded guts and a refreshed operating system.
If that's correct, I imagine Steve is not happy. First of all, he'd be furious about the leaks. Steve liked surprising people.
More important, is this really the best we can expect from an outfit that claims to be the most innovative company in the world? This is the sixth version of the iPhone, and the user interface still looks almost exactly like the original iPhone in 2007.
The hardware on the iPhone has been the same for two years, since the iPhone 4 and 4S were virtually identical.
Worse, despite all its bluster about innovation, Apple has become a copycat, and not even a good one. Why is Apple making the iPhone bigger? To keep up with the top Android phones.
(Phones that, mind you, Apple fanboys ridiculed at first.)
The problem is that the new iPhone won't really give you much more screen real estate than the old one. Worse, it looks ridiculous.
Apple also has become a copycat in tablets. Jobs once said the iPad's 9.7in screen was the perfect size, and smaller tablets made no sense. Then the Android camp had success with 7in tablets like Amazon's Kindle Fire and Google's Nexus 7, and now Apple supposedly will announce its own smaller iPad in October. Talk about thinking different!