After all the hype in the run-up to last week’s Apple WWDC, you could be forgiven for thinking that what was (or should that be wasn’t?) announced was a bit of a let-down.  It was however, a triumph of marketing over the delivery of anything really new.

Pre WWDC, the blogosphere was full of rumours including:

• a sleek new handset design
• video conferencing
• a surprise return of Steve Jobs

…and, most importantly for the geeks…

• an Apple logo on the back of the phone that lit up.

What we got was a whole host of improvements to the existing Leopard OS, new applications (including the much anticipated TomTom turn-by-turn Sat Nav app.) and a handset that looks like the old one but has had its engine tuned to give it more processing power.

If you are an Apple or iPhone aficionado like me, then the new iPhone and upgrade of the OSX operation system - now called Snow Leopard - was like having Christmas and a birthday on the same day.  If you’re not, you might wonder what all the fuss was about.

Either way, those smart marketing guys at Apple ensured that, even if you weren’t interested in the details of the announcement, you knew something was going on.

Lyndon Johnson