This is the official trailer for the iPhone 5, which Apple unveiled at a huge press event in San Fransisco on Sept. 12. Fanboys will love the new iPhone, but most people are bitterly disappointed at the (lack of) changes made.

I’m sure Jony Ive believes what he’s saying but the rest of us are left wondering what the hell Apple has spent the last year or more doing. Because the iPhone 5 is almost identical to the iPhone 4S.

The screen is larger, increasing in size from 3.5-inches to 4-inches, but it’s only been made taller rather than wider to achieve this. Which is a little bizarre.

Everything else has just undergone an incremental update, with no big new feature or headline-grabbing innovation. Is this really the best Apple can do at this stage?