I’m queuing for the iPhone 4S. Yes, I am That Guy, though I wasn’t the first here by a long shot. The fortunate thing about not living in a particularly huge town is that queues on days like this don’t tend to be huge. Even so, I still might be waiting for an hour or more — without, necessarily, any guarantee of a new phone at the other end. But… shiny new tech. Why not? I can even cover the upgrade cost by recycling my 4, so no real loss (beside o2’s contracts, which get worse each year, of course).

The feature which most people seem to be talking about with the 4S is Siri, the voice activated assistant app. Some have pointed out that this perhaps isn’t quite as revolutionary as Apple would like you to think, but the key difference here is that Apple is building it in to all the new phones (4Ses, anyway) and thus making it a standard(ish) feature rather than an optional app. It remains to be seen if Siri is as good as its demonstrations seem to indicate, but the fact it’ll be in the hands of all new customers who take the plunge for a 4S is notable.

Apple do this a lot. They keep an eye on competitors’ tech and apps, see what works and what doesn’t, then cherry-pick the best bits to include into their own OS. This leaves them open to regular accusations of being derivative, and of Android doing it better. But the important difference when Apple adopts a new feature is that it’s effectively “standardising” it, putting it in the hands of all customers rather than just those who know how to root their phone.

Given the appeal of iOS devices to otherwise tech-phobic people, this is a good thing. You just have to look at how much people complain every time Facebook changes its interface to see that People Do Not Like Change. And yet I can’t remember hearing people complain about the changes and additions to iOS in the same way. Features are introduced slowly and gradually, and given enough time to become firmly entrenched as an integral part of the experience. This is done at such a pace as to not frighten those who are less confident with tech, while still allowing geeky geeks the features they desire.

In short, Apple have their head screwed on right. For all the shit Android users give them, there’s a lot to be said for Apple’s conscious desire to appeal to the widest possible mainstream audience — not just geeks — and make the smartphone an important part of 21st century living.

Seems to be working all right for them so far.