An iPhone uptick, not an overhaul, spurs a tempered online frenzy

No iPhone 5. Instead, Apple’s new CEO Tim Cook today unveiled a more powerful iPhone, called the 4S. The reaction was mixed, but still resulted in major earned media for the tech company.

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The iPhone 4S, unveiled at a hotly anticipated press conference at Apple headquarters in Cupertino, Calif., looks identical to its predecessor but has several upgrades, including a faster processor, longer battery life, 8-megapixel camera, and new voice-recognition software. Tim Cook, the company’s new CEO, led the event.

Pre-orders for the 4S start this Friday, according to Engadget. It will be available Oct 14.

The event brought a somewhat mixed reaction. A number of Twitter users expressed their disappointment. One person tweeted:

“Oh @apple I wanted a new cup but you just sent a tired waitress to ‘warm ya up hon?’ #letstalkiphone”

Apple’s stock price was down slightly after the announcement.

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