But the iPhone launch that took place just a few hours ago was missing that wondrous X-factor. I for one think it has something to do with Apple’s rat problem.

The iPhone 5 wasn’t so much revealed as it was confirmed. For months now, the interweb has been leaking details, revealing what features it’ll have and photos of what it will look like. It was a jigsaw puzzle the global tech-community pieced together, one detail at a time.

Traditionally their efforts have been thwarted by the reveal of an iPhone that is different to what they predicted, but not this year.

This year, the online pundits predicted Apple’s iPhone 5 with alarming accuracy. Tiny details, such as the relocation of the front-facing camera to the centre of the phone, were simply verified. In fact, the launch didn’t reveal a single iPhone feature, functionality or trait that was new.

Anyone with a browser would have known about the new screen (7th of June), the technologies used to make it thinner (18th July), its convenient shift to a 16:9 aspect ratio and how Apple will mitigate their vast application bank (7th of June). Also revealed was a new 8 pin charger (24th of August) and images of an assembled iPhone from a variety of angles (30th of July).


With so many leaks, it’s no surprise a taller, thinner and faster iPhone has been met by an underwhelmed audience. The bigger screen alone should have dazzled because it marks the first time Apple has deviated from its original iPhone vision, proving as a smartphone maker Apple is growing.  

CNet’s Greg Sandoval suggests this may have been the case because Apple’s new CEO lacks the relentless approach to security that marked the late Steve Jobs. Jobs was aware secrecy would not only protect the company from its competitors, but would also conjure a frenzy of hype.

In 2010 a German iPhone prototype fell into the hands of tech-site Gizmodo. Jobs called the cops, had the editor’s house raided and had the phone returned. When he was advised to let the matter go, he said “I’d rather quit.”

A similar incident happened in San Francisco when an Apple employee misplaced an iPhone prototype, but by then Apple had learnt from its previous mistake by packing the prototype’s innards into the existing iPhone’s body. In fact, the person who found the prototype iPhone mistook it for the existing model and sold it on Craigslist for $200. Once again, Apple recruited the help of authorities.


This fastidious approach from security seems to be missing, perhaps because Apple is struggling to keep tabs on its manufacturing partners.

Read A New iPhone Port Wont Phase Pioneer’s Speakers

But if that’s the case, why doesn’t Samsung have the same rat infestation?

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