Technology giant Apple last night unveiled the iPhone 4S, causing considerable disappointment to those anticipating the launch of the iPhone 5.
Apple’s share price fell by almost five per cent following the launch of the latest offering in its popular smartphone range, though regained ground later in the day.
This was the first address by newly-appointed Apple CEO Tim Cook, who took over the head role from Steve Jobs following his resignation in August.
Jobs, who co-founded the company in 1976, backed Cook as his successor in his resignation letter to the board of directors, and this appointment was further endorsed by Art Levinson, Chairman of Genentech.
“The board has complete confidence that Tim is the right person to be our next CEO,” commented Levinson at the time.
“Tim’s 13 years of service to Apple have been marked by outstanding performance, and he has demonstrated remarkable talent and sound judgment in everything he does.”
It was expected that this address would showcase Cook’s leadership style and allow him to step out of the shadow of the charismatic Jobs, who had been plagued by illness prior to his resignation.
In a shock move however, Cook made a brief statement in which he revealed statistics on Apple’s share of the ever-growing market and left the stage.
He passed over to marketing boss Phil Schiller who made the official announcement, leaving many commentators to determine that the appearance was underwhelming.
While showcasing a number of new features, the new phone is externally almost identical to its predecessor.
Additions include Siri, the voice recognition feature, which now appears within the handset having started life as a free third-party app purchased by Apple in 2010.
During the demonstration, an Apple executive wrote text messages, asked for the spelling of words and arranged meetings, all through voice prompts, which ought to entice fans of the retailer and ensure that consumers purchase the new offering in droves.
The iPhone 4S camera has eight megapixels, 60 per cent more pixels than the camera on iPhone 4, while the introduction of iCloud allows iTunes to automatically download new music purchases to all your devices the moment you hit the ‘Buy’ tab.
Customers are sure to buy this latest device, particularly as many who entered into two-year contracts when the original iPhone entered the market have seen these contracts recently expire.
However, a great many people will be anticipating the arrival of a new-look iPhone 5 handset, which may be some time coming.