It’s clearly a really nice phone, but these claims made in the official launch video are so much hyperbole, I actually find them rather off-putting.

To pick just the first thing one of the Apple faithful (J. Ive Esq.) says:

“This will have a lasting impact on the way that we actually connect with each other.”

Er, no it won’t - it’s a phone with a lot of the same features most other modern phones have had for some time, yet they’re being introduced here as somehow revolutionary.

I can already see the Japanese networks going heavy on the anti-iPhone advertising in pimping their own wares: “Video calls? Pah - 2001, folks (not restricted to Wi-Fi, BTW)” And so on…

Of course, the real strengths here are the smooth user experience, the App Store environment and the OS, not the hardware that this promo vid focuses on, which is why I and millions of others will surely be opening our wallets come on-sale day.

Via apple.com