Apple Doesn’t Expect Yearly Upgrades

This post refers to

John Gruber on upgrading from an iPhone 4 to an iPhone 4S:

As for the argument that Apple has failed because the iPhone 4S, however nice an improvement overall, is not enough to entice iPhone 4 users to upgrade — so what? Normal people don’t buy brand-new $700 smartphones each and every year. In the U.S. they buy them on two-year contracts, and they don’t shop for new ones until their old contracts are over.

When I first talked to my friend Tom after the iPhone 4S announcement he was many in the camp that he was “disappointed” because it wasn’t a good enough phone to warrant upgrading from his iPhone 4.

I agree with Gruber though. Apple almost certainly views these purchases as gravy, and not their target audience. But those yearly upgraders are also the most tech-savvy, hardcore users. So when they react the way they did, it leads to the foolishness we saw in the first 24 hours of the announcement.