Our View: Holding the envelope

DKS Editors

The anticipation was thick as Apple prepared to announce the next big thing in the mobile communication world. Loyal customers were on the edge of their seats waiting for the reveal.

In the back of their minds, Apple fans were expecting to be told they would soon be able to purchase the iPhone 5. Imagine their disappointment when an improved, but ultimately unoriginal iPhone 4 series was announced instead.

Boasting additional features such as a faster processor and higher-quality camera, the “new and improved” iPhone 4 was perceived as something of a letdown for the expectant crowds. It became apparent that Apple had no problem with putting off engineering of new products for the sake of an increased share of the market.

A re-engineered iPhone 4 is a nice offering, but it’s not the kind of shockingly innovative announcement the consumer masses have come to expect from Apple. Perhaps expectations got just a bit too high this time.

Apple has been put on a pedestal as the pinnacle of technological innovation for years. It’s now evident that Apple may be receiving more credit than the company is worth.

It’s important to keep in mind that most technology companies are out to make money first, and improve your life second (if you’re lucky). When people stop putting Apple on a pedestal, maybe they’ll be less disappointed by the company’s announcements.

The future won’t be for sale tomorrow, and probably not the day after that either. The world can get by without another new smart phone for a little while.