I’ve got nothing against what Apple is up to in the smartphone game – I’d have to be pretty arrogant/foolish to claim to be smarter than the world’s most valuable company – but if Samsung or HTC brought out a phone that was the same shape as the predecessor and then followed it up with the same thing but a bit longer and with new headphones, it would be dismissed as an also-ran before the handset hit the shelves.

We all know Apple can convince the world that the same is good when it needs to, and that slight upgrades are all that’s needed. But if it doesn’t bring out something as impressive as the iPhone 4 soon – which genuinely married up the best technology with superior design – then Apple could start having a problem convincing the world that it knows best when it comes to telling iFans which phone they should be craving.

Other companies come up with so many different smartphone models for two reasons:

1. They try to flood the market with whatever they can (Samsung)
2. They don’t know what is their best design so they try different things. But, instead of keeping their devices in their labs they try themon the market.

Apple came up with the iPhone and this is their own interpretation of what they think is a great device. Many agrees. If it works, don’t touch it or keep improving on it.