Rumours and expectations that new Apple CEO Tim Cook would unveil the iPhone5 were dashed, when instead he discussed the new iPhone4 features instead - so will the disappointment affect the new product at all? Brian Baglow from Revolver PR discusses.

Let's look at things as they stand now.   Has Apple lost any credibility, or pissed off consumers to the extent that they will NOT buy the iPhone 5 as and when it appears?  No.  Has it upset the media to the extent they will not cover any further releases from Apple with the same commitment or excitement?  No.

Apple has, to be fair, not said much.  The idea that it was the iPhone 5 was driven - almost entirely - by the media, tech blogs and speculation on the social networks.

Apple didn't comment to rule that out, but why should they?  They never said it was?

If Apple had hyped things and dropped hints that it *might* be something entirely new and unbelievably sexy then they would bear some of the responsibility, but I haven't seen anything to suggest that they did.

The speculation around anything from Apple has already grown to hysterical levels.  There are blogs around the hype and speculation on the major tech blogs, calling for calm (while still wondering if leaked details from Chinese peripheral manufacturers throw any light on the mystery object).

This makes its way into the media and thanks to Apple's releases over the last several years (iPhone, iPhone 3G, iPad, iPhone 4) the tendency is to imagine the best.  Always.

It's basic fanboy-driven fantasy.  Why would Apple shut down their most vocal, vociferous and ardent admirers?  They're still fanboys.  They'll still buy the 5, as and when it happens and they'll continue to say nice things about Apple, whatever their bruised feelings this morning.

(See also: whining Facebook detractors who hate the new timeline so much they're leaving forever...)