Look at the mobile landscape right now. There are two companies that are making any money in smartphones: Apple and Samsung. Or, put another way: Apple and the company Apple just won a billion dollar-plus judgement against for copying their smartphone designs. So while some may find Apple’s trick old hat now, no one else has figured out how to pull it off — except for the company doing a mediocre copy of the trick. I’d argue it’s because everyone is focusing on The Pledge and The Prestige, but Apple is the only one focusing on The Turn.
They’re the only ones photographing their assembly process with 29 megapixel cameras to ensure that a machine picks the exact inlet from 725 unique cuts. They’re the only ones who spend three years working on earphones. They’re the only ones who would go out of their way to try to re-design a device to look and act similar even though the bulk of it has largely changed.
That’s the thing — when people say they’re disappointed about the new iPhone, what they’re really saying is that they’re disappointed it doesn’t look that much different from previous version(s). But again, not only is that true, Apple went out of their way to make sure that was the case.