We know that the new iPhone will be launched later today and we're broadly informed by the rumour logs (r'logs?) about the features that it will have.

Apple is known for not compromising on physical design - which many other consumer tech companies still don't understand the importance of.

The new iPhone will be taller. This makes sense from an ergonomic perspective because most consumer's pockets are physically deeper rather than fatter. Also, Apple don't want to upset runners like myself who wouldn't use an iPhone that wouldn't fit comfortably in an armband.

It will have a faster processor and better energy management, but consumers may feel slightly put out by the smaller dock to accommodate a slimmer design (although the iPod Touch is slimmer and functions quite well with the current dock connector).

It will have 4G capability - like the current iPad, although Apple should be more cautious about marketing this to a global audience unless they are certain that it will work on the range of spectrum that 4G and LTE will run on.

The other design challenge is the redefined Apple launch event. The announcement of the new iPad in Spring was a qualified disaster - with spokespeople and audience members confused and baffled about what to call the new product; and the company hailing the 4G capabilities with dreary promotional video spots - which it later emerged wouldn't work on most of the planet (Apple quietly changed their marketing outside of North America).

Tim Cook, was then the understudy who finally was given his break, but had to read a script written for the recently departed Steve Jobs. Will this launch be designed around him? Will we see Team Apple with Tim, 'Sir Ive' (sic) and other senior executives sharing the limelight in matching black rollnecks?

What CEO, Tim Cook has inherited from his mentor, Steve Jobs is monumental arrogance - if recent statements from him are to go by. He ought not to revere this quality from Jobs.