So there is no iPhone 5...

It's the end of the world. Is it? To hardcore Apple fans, it probably comes close. Do I care that an iPhone 4S was announced and not a complete redesign with the 4 inch screen? No, not really.

What we saw today was more of an incremental upgrade, after all, its what's on the inside that counts, eh? To the average iPhone user, they don't really care if their new phone has a 1GHz ARM Cortex A9 dual core processor with 1GB DDR2 RAM, or even know what it means.

This, is where a company like Apple will succeed in their business. Even if the hardware upgrade was substantial internally, to the end user all they care about is how fast Angry Birds will load up on their phone.

Take a look at the picture below....

Source: Engadget

To the average person, 2X better means a lot more than a Quadrant Benchmark Score of 3000.

Compare that to this...

Source: Androidspin.com

This is where Samsung, HTC and others epically fail. Their advertising is not in terms of Angry Birds loading times, but Ghz and ROM etc.

So the real question is, will the introduction of this new phone have a positive impact on sales? From my own in store observations, the answer should be yes. Any new product, whether it be good or bad will always sell, and in the case of Apple products, sell very well.  But at the same time, people will be much more inclined to purchase that shiny Samsung Galaxy S II or HTC Sensation sitting across from the iPhone. Only time will tell.

We now await Samsung and Google's next Nexus Phone, the Nexus Prime, on October 11.