Apple stretching itself thinner and thinner

So there it is then, after what seems like months and months of supposed sneak-peek previews, what we're being offered is exactly what the rumors suggested - a revolutionary new device that will transform our lives.

Well perhaps not. Just a bigger, admittedly better-looking version, of something many of us already have. The iPhone 6 and the iPhone 6 mini, or as Apple prefers to call them the 6 and the 6 Plus, aren't groundbreaking, but they are both bigger than their predecessors, and when you get one out of the box, - before you drop it, let your kid have a look at it, or spill things on it - your new badge of cool will certainly be good looking.

In a way the two new smartphones are the iPhone Air, but since calling them that wouldn't be enough to ship enough units, Apple wisely decided to go with the numerical sequencing, which implies you're getting something new, rather than just a stretched out make-over.

Having said that, the seamless - wait a minute, how does Apple describe it, oh yes - "one continuous form where hardware and software function in perfect unison" does look good in the pictures. Certainly it looks better than the less-than-inspiring marketing line above might imply; which hardly portrays it as a must-have object of desire.

In fact, there is no hiding the fact that, the iPhone 6 is actually a bag phone. It's not really something you're going to slip into your pocket, suggesting Apple has taken in to account the surveys that indicate more women than men buy iPhones.