Steve Jobs is a smug cunt isn’t he? Every eighteen months or so, Apple launch a new product that will ‘revolutionise’ the face of whatever it is that this new thing does. The iPhone is obviously the latest attempt, and the one that everyone is talking about, but they have been doing it for years.

They don’t even take the trouble to actually invent anything any more. They just take an existing invention, take some the buttons away, erganomicise it (yes it is a word), make it white, add a 400% mark up and launch it on the unsuspecting public.

This is enough to ensure that general public and his army of sheep will keep the demand sky high, and with it, Apples profits. If you think I’m being over-critical, then just look at the history of the products they have launched.

Take one Walkman, take away the buttons, make it white, make it a bit ’rounded’, and there you go. The iPod.

Take one modern mobile phone, take away the buttons, make it white, make it a bit rounded, and there you go. The iPhone.

And yet technologists the world over are creaming themselves over their ‘inventions’. I have this theory that you could sell anything on eBay if you put the little ‘i’ in front of it.

iChair – the white sofa for all your nerdy needs, iDress – a plain wedding dresses for the fashion minimalist, or even iBike – Yes, I know it looks like a white scooter, but really it is a bike that has been through the Apple improvement process.

If you are going to buy an iPhone, then please feel free to defend yourself below.

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