As often happens with Apple Inc. (Nasdaq: AAPL) product introductions, many had hoped for more whiz-bang new features.
"Apple's Phone has been a trendsetter for half a decade. Now the question is whether it can avoid becoming a bore," lamented The Wall Street Journal.
The Apple iPhone 5 did get a bigger 4-inch screen, 4G LTE connectivity, and a faster A6 processor. But months of rumors and speculation had raised expectations for more dramatic enhancements.
Apple easily could have included some of those much-desired features, such as a mobile wallet chip (also known as NFC, or near-field communications), wireless battery charging, or biometric security (using your voice or fingerprint).
Amid the din of criticism, few are asking why Apple would leave such goodies out of the iPhone 5.
It could be as simple as the new stuff just didn't all fit in the case - the iPhone 5 is the thinnest and lightest version yet, after all.
Maybe the technology just doesn't work right yet.
But maybe, just maybe, Apple decided to hold a few plum features out of the iPhone 5 because it's mulling a major change to its iPhone business.
What if Apple has decided to modify its upgrade cycle to two iPhones a year instead of just one?
In that case, holding out a few juicy features for a late April-early May upgrade is strategic genius.