Great expectations

It's difficult not to have high hopes for the iPhone 5. After all, this is a product release that has essentially been over two years in the making.

Think back to this time last year, when we were all completely convinced Apple would be unveiling the iPhone 5, in October. While there were mutterings of an incremental update, following in the footsteps of the iPhone 3 and then the iPhone 3S, most people didn't want to believe it.

The hype cycle was in full swing and the rumour mill was working overtime, and while we only had ourselves to blame, there was a distinct aura of disappointment surrounding the release of the iPhone 4S. Even Siri couldn't completely distract us from the fact that the phone still looked the same as its predecessor.

The fan-boys consoled themselves with the idea that Apple's iPhone 4 was simply the pinnacle of smartphone design, and there was just no improving on perfection. Of course, all the cynics were proven completely wrong in their dismissal of the 4S as a disappointment when the handset went on to break all sales records in its first weekend. Despite this, though, there was still an underlying sense of “we expected more”.

Are our expectations getting too high? Are we doomed to disappointment until someone reveals a phone that comes with teleportation and laser beams? Hardly. But there is always the expectation for things to get better. And to look better, at the very least.

From my own experience, I was a devout BlackBerry user until I eventually upgraded to an iPhone 4S. So for me, there was little disappointment, as there was no comparison. I loved the design, the size and the interface. It was all so refreshing. It had features my previous entry-level smartphone could only dream about.

It's probably worth mentioning that I didn't go for the iPhone 4S based simply on the fact that it was the latest iPhone. I actually weighed up my options (a perk of reviewing new phones) and tested out the Galaxy Nexus from Samsung at the same time. At the end of the day, iOS and the iPhone 4S was just a better fit for me.

Are we doomed to disappointment until someone reveals a phone that comes with teleportation and laser beams?

Kathryn McConnachie, digital media editor, ITWeb

Despite only boarding the iPhone train a bit later than most dedicated fan-boys, I have to admit I'm already catching myself reading the latest rumours of the iPhone 5 and thinking “Ha! No way! Apple can do better than that for sure.”

While “haters are gonna hate” and the Android camp will no doubt trash just about anything Apple comes up with, it will be spectacularly disappointing if the new iPhone doesn't at the very least match the likes of the Galaxy S3.

Besides the latest offerings from competitors, there's simply no denying that even to the most clueless consumer, the design of the iPhone is starting to look a bit dated. While Apple loyalists may argue to the death about what constitutes the optimal screen size, I believe things have changed somewhat since the gospel of Steve Jobs decreed that 3.5 inches was perfection for the display of a smartphone screen.

As the uses of our handsets have become more diverse, we are spending more and more time staring at and interacting with the screen. It's arguably one of the most important features and differentiators of current smartphones. And it will be one of the features that will make or break the iPhone 5.

This time last year, Apple could get away with an incremental iPhone update, because the competitors were still relatively far behind in terms of catching up on design and specs. Now, however, competitors like Samsung have already wowed the market with new offerings. While we may not have seen people camping outside stores to get their hands on the latest Galaxy handset, the sales figures of over 10 million in two months (and Samsung's total smartphone sales of 56 million for the second quarter) speak for themselves. There's no doubt that Samsung's smartphone business is on an upward trajectory.

All of this means Apple simply can't afford to miss the mark with the iPhone 5 (well, of course it could probably afford it financially, since it is the richest company in the world). But I'm talking about not being able to afford the long-lasting effect of a knock to the public perception of Apple products.

The iPhone accounts for about 50% of Apple's total revenue, and is a key element of the company's financial performance - and public perception. A dud iPhone 5 will not only impact Apple's bottom line for at least the next year, but could be a setback that will be difficult to come back from.

It will no doubt be seen as an indication that the company has some cracks in its armour of invincibility - and that it has lost its edge in a market it used to dominate. The gap Apple leaves between product releases already opens the window for competitors like Samsung to get a foothold in the market. A dud iPhone 5 will open the proverbial floodgates.

It could spell the end of an era, where Apple can no longer dictate to consumers what it believes they want. Perhaps Apple may even (dare I say it) start actually bending to the will of the masses - even just a little bit. Given the vast range of options we now have as consumers, perhaps we may actually be capable of figuring out what it is that we're looking for all by ourselves.

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