Apple has come under criticism for failing to manage expectations and speculation about a new iPhone model. Mashable comments that the company usually follows a policy of “under-promising and over-delivering” when it comes to product launches – citing the example of how Apple handled rumours of a retina display screen on the iPad2.
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.