It’s become a ritual repeated about once a year. The media goes nuts. Speculation runs wild. The hype and expectations grow to a fever pitch, setting expectations that drive a breathlessly awaiting fan base to a state of euphoria. Then the day comes, usually with mixed feelings of relieved anticipation and at least partial let-down. It’s not surprising. What could ever live up to the surreal expectations set by the build-up? Well, for better or worse, Apple’s much-awaited new iPhones were unveiled. For some it confirmed speculation. Two versions of the iPhone are being offered to expand its market appeal beyond high-end buyers. It’s probably a smart move because Apple knows it needs to compete more effectively with the dominant Android phones to maintain its “thought-leader” image. IDC’s latest research says that Android-powered phones represent 79.3% of the market, while Apple’s iOS possesses 13.2%. The jury is out, but it won’t be long until the users’ verdict is in on the newest iPhones. Stay tuned. To preorder the new iPhone, contact Grudi Associates.  Read in-depth analysis of the new iPhones.