iPhone 5 A No-Show: Did Apple Fail To Manage Expectations?

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For the past year, we’ve endured a near-daily slew of rumors about a device called the iPhone 5. When Apple delayed its release of a new phone until Fall 2011, it only heightened expectations. Surely, if we were to wait more than the usual year between versions of the iPhone, the result must be something spectacular.

Now, at the last minute, we discover that what the company was preparing all along was the iPhone 4S — a faster, smarter, world-phone upgrade to the iPhone 4. It’s on more carriers. It has a better camera and supposedly great voice recognition. But it is, as Tim Cook all but admitted, merely an iPhone 4 with more advanced innards. This isn’t the new, iconic, must-have device that a redesigned iPhone 5 would have been. (Which also means that Apple just lost a lot of potential iPhone 4 upgraders. Why buy the upgrade if no one can tell the difference?)

SEE ALSO: Apple Stock Drops Following iPhone Event

In the past, Apple has done a great job of managing expectations. The company had previously followed a policy of under-promising and over-delivering. Take the iPad 2: when rumors suggested that the device would have a high-resolution retina display, Apple made some small but strategic leaks to trusted members of the media. (The company isn’t quite as silent and stoic as it would like to appear.) We adjusted our expectations accordingly, and were delighted by the device when it arrived.

iPhone 4S

iPhone 4S

iPhone 4S

iPhone 4S

iPhone 4S

iPhone 4S

iPhone 4S

iPhone 4S

iPhone 4S

iPhone 4S

iPhone 4S

So what happened to the back channels this time? It seems especially odd, considering Apple is still trying to establish Tim Cook as an effective replacement for Steve Jobs, that expectations for his first event weren’t dampened accordingly. But only in the last few days did stories about the iPhone 4S begin to appear, and not from the usual trusted sources. The vast majority of the technology world was still expecting an iPhone 5, and with good reason.

Right up until the end, many reporters present at the announcement held out hope for a “one more thing”, the traditional surprise ending to Jobs keynotes. But it wasn’t forthcoming.

SEE ALSO: iPhone 4S: When and Where You’ll Be Able to Get It [PICS]

So above and beyond the basic fanboy disappointment at today’s announcement is another concern: is Apple losing control of the message? Has Jobs’ famous “reality bubble” finally burst?

And here’s another important question: does this mean we have to endure one more year of iPhone 5 rumors?

Let us know what you think in the comments. Are you disappointed by the iPhone 4S? Could Apple have done a better job of communicating in advance what we were going to see — and weren’t going to see?

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What Apple Announced Oct. 4:

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Tim Cook takes the stage

Tim Cook takes the stage

Live bloggers at the Apple event

iPod sales

iPod sales

iPhone sales

iPad's impact on education

iPad stats

Scott Forstall talks iOS

Scott Forstall talks app downloads

Scott Forstall introduces Apple Cards

Scott Forstall introduces Apple Cards

Scott Forstall talks iOS 5

Eddy Cue talks camera updates

Eddy Cue talks location sharing

Eddy Cue talks iTunes

Eddy Cue on app updates

Philip Schiller introduces new gen iPods

iPod nano as a watch

iPod nano customizable watch face

iPod touch, nano, shuffle

iPhone 4S

A5 chip

iPhone 4S plays Infinity Blade

iPhone 4S plays Infinity Blade

iPhone 4S plays Infinity Blade

iPhone 4 & 4S data speed comparison

iPhone 4S data speed market comparison

iPhone 4's impact on photography

iPhone 4S camera megapixel sensor

iPhone 4S camera backside illumination

iPhone 4S camera lens

iPhone 4S camera shooting time

iPhone 4S camera shooting time

iPhone 4S photo sample

iOS Weather app

iOS Weather app

Siri assistant for iPhone

Siri assistant for iPhone

Philip Schiller reviews

iPhone 4S Specs

iPhone 4S Pricing

• Apple Announces iPhone 4S
• iPhone 4S: When, Where and How Much
• Sprint Is Getting the iPhone
• Free iPhone: Apple Cuts 3GS Price to $0
• Apple Unveils Siri, the iPhone 4S Voice Assistant
• New iPod Nano Is Clock and Fitness Watch in One
• iOS 5 Available for Download Oct. 12
• Cards: Apple’s One-Stop-Shop for iPhone Greeting Cards
• iPhone Adds “Find My Friends†App for Location Sharing
• Apple: 250 Million iOS Devices Sold and Other Huge Stats

More About: apple, iPhone 4S, iPhone 5