The latest iPhone launch shows that Apple has lost its mojo

Today is the day that Apple launch two new phones, yet would you know it? In previous years, the launch of the new iPhone was a huge event, it garnered conversation for weeks. However, this time something is different. There's no public fanfare. There's no mystery. No, the once 'masters of the launch' have seemingly lost their mojo.

Why is this? Surely it can't have all been Steve Jobs? Well, his bullish attitude, and absolute refusal to accept lower than perfect certainly are being missed, but that's not necessarily what's changed.

     Before the iPhone 5 was launched, Apple still could vociferously argue that the iPhone was the best phone out there - or was at least going to be. True, it had taken a big knock from the Galaxy SIII, but the fanboys were still in good voice, and the hope of a revolutionary iPhone 5 kept this spirit alive. What happened? Well, it was a huge disappointment. Speed upgrades, and very minor cosmetic differences just didn't cut it - not for the 'innovative' Apple. Since then, we've had a year of stewing dissatisfaction with the iPhone, and Android have gripped hold of the market with flagship models like the Samsung Galaxy S4, the HTC One and the Sony XPERIA - the worst thing for Apple is that most consumers aren't looking back.

So what about now? We have the next iPhone! Wow wow wow! Not quite. Many details have been leaked, and they disappointing once again. Guess what - the 5S will be a touch quicker, ever so slightly thinner and have some colour (maybe even gold..). I know, mindblowing, right...? 

(Leaked iPhone 5S box - shows new home button)

The biggest rumoured innovation is the fingerprint scanner. (Reminder - Apple used to poke fun at Samsung for novelty extras). Lets not forget the iPhone 5C, the 'iPhone Cheap', which is simply a desperate attempt to retain market share. This will no-doubt sell well, but will it fend off the critics? Highly unlikely. Not only that, Apple's 'premium' feel, almost exclusive aura, is about to be shattered, and that's perhaps Apple's biggest USP. It's a dangerous route to take.

It's quite staggering how little they've learnt. Consumers want Apple to succeed; they like the iPhone. Apple, however, are strangling themselves. They're not allowing consumers to fall back in love with the iPhone because they're too stubborn to change, or perhaps have just run out of ideas. A radical design change (as I said this time last year) would at least show some willingness to try and fight for the fanboys, but as it stands, they're just stuck in the past thinking that the iSheep will just carry on bleating and continue buying.

Times have changed, and it appears Apple haven't.