Apple on iPhone 5: You'd be mad if we'd changed it TOO much

iPhone 5 is thinner, lighter, faster

When you're in love, really in love, change is not something you should believe in.

Well, not too much.

This appears to be one of Apple's rationales for its new, taller, but still really quite the same iPhone 5.

In a video already posted to Apple's Web site (but sadly not yet embeddable), senior vice-president of design Jonathan Ive explained that your iPhone is "probably the object you use most in your life."

Yes, more than your shampoo for greasy hair. More than your car, your sofa and your exfoliating cream. More than your bed and your cooker and your mailbox.

"With this unique relationship people have with their iPhone, we take changing it really seriously," he added.

Some might see this as a touchingly self-serving set-up for a new item that is a little less magical and revolutionary than the impassioned had hoped.

See CNET's full coverage of Apple's iPhone 5 event

Still, Ive insisted that Apple didn't just want to make a new phone. "We wanted to make a much better phone," he said.

He isn't the only performer in this video.

The newly-unretired senior vice-president (of something currently unspecified) Bob Mansfield promised that with LTE, I would notice a big difference ... [Read more]



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