Gartner developed the concept of the technology hype cycle as a tool to help explain the different stages that a new technology goes through as it is released into the market and adopted by users.

Every iPhone release takes its own special path through the hype cycle.

Before a release the rumours start about what features the phone will have. The hype builds to a frenzy that peaks with a glittering presentation of the new device and pictures of queues, as fanboys line up to be the first to try the new product.

We then enter the #gate stage. Where some “fatal” technical flaw is discovered by users after release and is widely discussed on social media. We have had antennagate, mapgate and now: bendgate.

We will get over it though and before you know it we will be asking ourselves “when is the next release due?”