With the large release of the new iPhone being launched in the US and UK next Friday, there has been much debate over whether this release is "groundbreaking" enough? Is this just the consumer expectations being too high and Apple being a victim of their own success? The only thing I think that we should have expected from Apple is to manage our expectations better before the release.

The gradual improvements being made by Apple, (which by any other commerical business is a sensible approach) can only be positive learnings to go into the future groundbreaking designs that we expect and love from Apple.

Related links:

• BBC news on the iPhone 3GS release