The week of the iPhone 5 launch invariable means reams of content examining its specifications, its shortcomings, its impact on the market, the price and numerous other angles, with most people in agreement at the end of all this that it will sell millions.
One aspect that is rarely touched upon, though, is the importance of how Apple always manages to reveal and then deliver its devices in just over a week.
This is a major advantage over its rivals. Take Nokia and Microsoft. Much was made of their plans to unveil the new Lumia 920 a week ahead of Apple, as this could win new customers away from the market leader.
Perhaps it could if it wasn't for the fact that having unveiled the phone, they then don't have any set release date. So whenever it will be available is likely to be at least six to eight weeks after the launch.
This is perverse. If you're trying to entice and cajole people into purchasing an item, you don't dangle it in front of them and then make vague noises about future availability, you give it to them as quickly as possible.
Apple's new iPhone may not be that major an update, but if people are excited and do want it, then they know they can get it one week today. They know when, they know how much and they can plan accordingly.
This means even if someone was caught between two minds about a phone purchase, chances are they're going to get the one they can get almost immediately after release, when it's fresh, new and exciting.
More worryingly, reports are claiming Microsoft hasn't even managed to finish the code for the Windows Phone 8 operating system, meaning the availability may be further delayed.
That Apple manages to produce and deliver its devices on time every time must be given credit, and be seen as just another reason why, despite endless criticisms, it stills lures in the punters by the truckload.
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