It's fascinating how each Apple release seems to follow precisely the same pattern without fail.

1. Media predicts failure of the new device since "it's not revolutionary like the original iPhone was".

2. Device is sold out within a short amount of time. Demand dwarfs supply.

3. Tech reviews are either breathless praise of the product or completely negative.

4. Customer satisfaction values are off the charts for the new device.

5. Something-gate - some usually minor technical issue is discovered and the media have another chance to write more articles.

6. The device continues to sell like hotcakes and everyone forgets about the technical issue.

We have now entered phase 5...