Remember that a phone is no longer “just a phone,” and now is about taking photos, talking to friends on social networks, and seeing and exploring the worldwide web.

That means a bigger screen can make for a better experience, and that’s where Apple falls short at the moment, because you really only get two screen choices, and they’re not much different from each other. Whether you go with the budget 3.5 inch iPhone 4S or the newer 4 inch iPhone 5S or 5C, you’re really getting the same option, and that is Apple’s view on the size a smartphone should be.

There’s nothing wrong with this, either, but if the world wants a bigger phone, there are plenty of manufacturers who will be keen to provide it, and is why Samsung is doing so well with the Note series of devices.

Price is also a huge factor, and one the world hoped Apple would correct with a budget iPhone.

For a long time, the rumours pointed to an iPhone 5C, where there “c” would mean a plastic body and a budget price tag, as a sort of attack at the budget to mid-range smartphone market, which has Android phones ranging from $40 to $499. That’s a big spectrum, but you can find great devices all throughout this set of prices.

But when Apple announced the iPhone 5C this week, it was all about “colour” and not “cost.” It was, essentially, last year’s tech inside a bigger plastic case, so you could understand why some people would view this device as being close to a budget device, but when Apple revealed the pricing, that idea was lost. Starting at $739, this is a phone that carries a price similar to flagship devices from other brands, and yet obviously isn’t.

Hardware is another issue that seems to plague this recent revision of Apple products.

People like the option of upgradeable memory, and while some devices in both the Android and Windows Phone camp lack this, others let you expand the memory until the cows come home, settle on your SD card, and jam with the music left there.

There’s the omission of Near Field Communication, a wireless hand shaking protocol that allows devices to talk to each other quickly. Already, speakers, headphones, and computers are using it to initiate easy setup modes to make connections just that more seamless. Hotel card keys are beginning to use NFC technology too, and even Commonwealth’s contact-less payment system was forced to add it to Apple’s phone by way of an accessory.

Obviously there’s demand, but Apple just doesn’t agree.

Infrared is another one of those hardware features missing in action.