Apple has unveiled the iPhone 4S instead of the iPhone 5 which confirms to some extent that the company has adopted a tick-tock process, not unlike Intel, a major update followed by a minor one.
Indeed, the iPhone 4S is to the iPhone 4 what the iPhone 3GS was to the iPhone 3G and in the eyes of Apple's marketing honchos, the small updates didn't warrant a full number increase from 4 to 5.
Interestingly, Apple didn't call the iPad 2 and iPad 1S although the changes are very similar; camera, battery life and new SoC (and we suspect, more RAM as well).
Overall though, we're slightly disappointed by the changes. As expected, there hasn't been any physical change except maybe for the camera aperture, but the rest of the physical appearance remains the same.
As expected, the iPhone 5 didn't get an HD screen. This would have required Apple to launch a 4.5-inch model to keep the pixel density at 326ppi in order to maintain the Retina Display nomenclature.
Another big update is likely to be the audio hardware within the iPhone 4S; it is likely that Apple changed it in order to provide decent support for the Siri assistant feature.
Why not check our transcript of Apple's "Let's talk iPhone" event. See also our ongoing iPhone 4S competition here which ends one week after the launch of the phone in the UK. Follow the whole iPhone 5/iPhone 4S saga here.