Tim Cook, Apple's new CEO, who took over from his iconic predecessor Steve Jobs, has announced its long-awaited fifth iPhone release.
The new unit, named iPhone 4S, is basically the same design as previous iPhones but with a faster processing system.
But there was disappointment in the world of technology with the latest iPhone model, the first major new product from Apple in months.
A dull product launch may not be what many had been expecting from the new management, which may now have to up its game a little if it's to maintain the soaring success of the Steve Jobs days.
Al Jazeera's John Terrett reports from New York.