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George Jones, King's College London
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Another year, another iPhone. This time it is the iPhone 5. It follows the trend for larger screen sizes, rivalling Samsung's Galaxy S3. Yet the operating software has hardly changed - iOS 6 is more of the same.
This more-of-the-same mentality is divisive. Technology buffs clamour for a revolutionary change to Apple's mobile devices, while the general consumer will have little reason to care. The new iPhone is fast and it's reliable.
For Apple these days, it's about evolution, not revolution. The company maintains a loyal fan base and has also seen its market share grow substantially since the first iPhone was released in 2007. Where the original sold 1 million units in 74 days, the iPhone 5 sold 2 million units in 24 hours.
Apple remains an industry leader. Though the company lacks the inspiring leadership of the late Steve Jobs, it continues to grow steadily under new CEO Steve Cook.
Innovation is Apple's key to success.
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