You can hear them now; the groans of disappointment and the bellyaches in the hours and days after Apple reveals its two new iPhone 6 models.
The complaints will doubtless come thick and fast, as tech-watchers claim that the event was a letdown and that we already knew much of what was on show.
Such is the by-product of the hype machine.
And the iPhone 6, as has been said here before, has been hyped perhaps more than any other iPhone, bar the original.
Nothing that gets talked-up so much can match the giddy levels of expectation. Think: Brazilian footballers, Star Wars prequels and third Oasis albums and you get the idea.
This is a well-worn path now, but this argument bears repeating.
Because insider information is so easy to come by now, even compared to the first iPhone’s launch seven years ago, everyone can get clued-up on what to expected.
From different–sized screens to volume controls to release dates, we have a very clear idea of what Apple has planned.
Sure, that takes away the mystery. But it also builds the bizarre idea that this will be somehow a total revolution.
Of course it won’t. This is a well developed product category that has been refined, not just by Apple, but by Samsung, Google, HTC and Sony over the past few years.
At most, the iPhone 6 will be an impressive step forward, the larger phone that the public have been asking for, and little more.
And yet, the expectation continues to grow. It’s the same every year.
There will be a huge level of disappointment, largely when people realise the hoopla is over and it’ll be a few more months before gossip levels reach fever pitch again.
It seems almost as if people love chattering about the device more than the device itself.
So, can the iPhone 6 match up to all the hype? Probably not.
That’s not to say it won’t be a good device, just that we have reached a point where nothing in the tech world satisfies those who want a permanent state of revolution.
Products like the original iPhone only come along every decade or so.
And even then, they’re not perfect first time round. They take years to get right.
Tech fans would do well to remember that when the lights go down and Tim Cook takes to the stage waving his new fangled handset come September.