As people line up to get their newest iPhone and fork out £529 (that’s just over half a grand) for the pleasure this seems to be the first time Apple have, excuse our French, fucked up.

Actually ’The biggest thing to happen to iPhone since iPhone’ is the fact that for the first time in our memory banks Apple is getting very negative feedback.

For years now Apple have dominated the smartphone market and beyond, getting it’s shiny sleak products into everyones homes and pockets, casually creating a firm dislike for any computer of phone product that is not Apple along with a gadget snobbery that kept people coming back to buy the newest models irrelevant of cost of actual value of update.

But it was with the all too recent releases of the iPhone 4s (here they couldn’t even be bothered to do a full release) and now the startlingly un-updated iPhone 5 people are beginning to get a little disappointed in the Apple train.

4s started a murmur of disappointment, offering only a partial update to the iPhone 4 but still of course being charged out at full whack. Now iPhone5 has made sure that any murmur has turned into a full conversation by offering very little in the sense of usable and or vaguely life changing differences as well as bugs – ‘Bugs in Apple! Never!’  you cry- but they have been there for a while.

We know the iPhone sometimes decides to tell your callers that your phone is simply switched off when it isn’t and we know that they have a delicate screen that can’t take a dropping, we also know that they do actually freeze sometimes and that the sync functions on iCal and such like are a bit shit, but we have constantly overlooked this whilst we point out the flaws of Android, Nokia, Samsung… much like a love stuck child but no more.

Apple are no doubt going to feel a bit of a sting as the web begins to buzz this morning with the disappointment of the new maps that don’t know where things are, the disappearance of Youtube and the irrelevance of a slightly bigger screen and a Siri that can now do a little more of what Google does, just by making you look like a pratt and having to talk to an inanimate object.

All of this is not to say that we don’t still have love Apple, it’s just that we expected more… The time we have queued and the money we have spent surely is enough for them to put a little more effort into their all too frequent updates. We would go so far as to say that they are beginning to see how far they can push us before they have to do some proper work and introduce some worthy new features.

Maybe if I am to spend almost a third of an average pay packet on the new version of a phone I already have I would like a little more commitment to make it great rather than passable. Apple…. there is no excuse to be lazy – step it back up for iPhone6.

Ps. Who the hell uses Facetime anyway?