All good things come to an end. Since at least 2003, when Steve Jobs unveiled the iTunes store that was to turn the iPod into a blockbuster, Apple’s new product announcements have been subjects of mass popular interest. They have provided not just a showcase for some of the most desirable consumer technology, but a glimpse of a sunny digital future that Mr Jobs’ always promised would be “magical”.
It is hard to generate that kind of excitement for the expected unveiling of the latest iPhone next week. With no fundamental changes likely, attention will be on the figurative bells and whistles, like a camera with two lenses and wireless headphones.
The latest upgrade will once again confirm the iPhone as state of the art, no doubt. But after nine years, the wow factor is fading. When BMW adds cool new accessories to its cars, the world doesn’t stop in its tracks. With little to persuade most customers to trade in their old models for the latest handset, the iPhone is not expected to do much for sales after a dip so far this year.