Blogs, newspaper columns and tweets have been buzzing over the past 18 or so hours since the launch of the new iPhone 4S. As a bit of a shock to me, much of the response has been negative. Tech pundits and rumors mills have gone from the hoping for a completely redesigned iPhone, inside and out, to now faced with a not-so-major update to the world’s most popular smartphone. But, so what? Haven’t we been down this road before?

I have been reflecting and reading up on similar responses to the iPhone 3GS, which was released in 2009. The criticisms were similar; but, at the end of the day, the iPhone 3GS was very much improved and sold well.

Based on this history, I am not sure why so many people are this surprised and this disappointed. Sure, it would have been great to see a new aesthetically pleasing update to the iPhone. But, devices are ultimately judged on how well they perform, not just by how they look. Apple is so focused and obsessed with user experience and performance, that they obviously felt it was much more worth their time and energy to get the camera and new Siri functionality just right than to redesign the outside appearance just because users have complained. When was the last time Apple built a product based on what potential or existing consumers think it should be? Exactly. While the additions are minimal on the outside, the improvements inside will outweigh the fact that the iPhone maintains its physical appearance and construction.

While I am perfectly happy with my iPhone 4, and have no intentions on upgrading at this time, the added hardware performance and Siri integration can only mean a win for Apple. Rarely do they prematurely release a feature that it is so deeply reliant on the performance and the user experience being just right. We don’t know yet just how well the new Siri feature will work in day-to-day situations, but all signs so far point to it becoming a hit.

Apple clearly seems to be setting a trend here: major release, followed by a smaller, minimal release focused on refining and improving the previous generation. When we are reading the rumor mills in two years, wondering and hoping for iPhone to release a radical new iPhone 6, pull back your expectations and be ready for the iPhone 5S.