Apple's Phil Schiller was keen to stress that iPhone 4S is completely new on the inside, but the world likes Apple products because of how they look on the outside. A better camera and a faster processor don't mean much to the man on the street.
Okay, so iPhone 4S has more going for it than that, including a neat-looking voice recognition-powered personal assistant called Siri. But the reception has undeniably been muted.
Is the iPhone 4S really a letdown? Or has it simply collided with its own inexorable hype machine?