BUT

Apple already has a battery problem - most iphone users are running from charger to charger, or using the fancy new magnetic batteries to be able to use their phones all day long. People have been asking for more battery for years. The solution isn't a phone that still costs a bucket and has even less battery. If they'd positioned it at a better price-point, they would have picked up the correct market - mid-range phone users. Instead, they priced it up at the level where you can easily get a better phone and would need to have some desire for the iphone air _specifically_ instead of any of the other great options.

IOW, yes, it's a fail - but what was anyone expecting?

Is this the extra thin one with another new camera, some extra ram and a few updates for £1000.

same as the last one, but better, which was the same as the one before that, but better. ad infinitum

There is no one who lives within a 2 miles of where I live that can afford to spend £1000 on a skinny camera.

big tech organisational and vocational awe, will strike at the hearts of all those wonderful people out to impress the online community, (upload a new pic of their new phone), their colleagues (Look at my new phone guys), their friends (look how thin it is) and anyone down the pub.

Never had an "I" product. I suppose I am an individual, autonomous creature unaffected by big tech advertising fantasies. A very rare thing these days.

As usual, I do hope the phone fails dismally.