Tech history has taught us that companies often intentionally leak product information before release to build hype and fuel rumours online through the same old tech blogs to maximise pre-orders and sales upon the eventual release.
Sometimes this can work to their advantage if done officially and I wouldn't be too surprised if Apple deliberately showcased the demo of their new watch in November 2014 to slow down the purchases of their competitors smart watches in the run-up to Christmas.
However, here we are in 2016 and already we have an almost daily onslaught of headlines on tech sites advising how the impending iPhone 7 will be thinner, waterproof, offer wireless charging and will also controversially drop the traditional 3.5mm headphone jack.
The move will allow Apple to create a sleek, sexier handset, but will also require users to either purchase blue tooth connecting wireless headphones, whereas audiophiles and those who want to protect their thin phone's battery consumption will be obliged to buy a potentially expensive offering from Apple with a lightning connector.
Sure there will be an inevitable adaptor to silence their critics that will allow the use of your existing headphones, but nobody wants something ugly sticking out the bottom of their expensive shiny new iPhone, so the predictable reaction from the online community is anger and outrage that even resulted in a petition with over 200,000 signatures.
The petition declares its fighting for people over profit and also advised that Apple often plays up its green credentials, but the truth is that they had only invested in renewable energy, and began phasing out toxic chemicals when the public pressure became too strong to ignore. People power did it before, and we can do it again the brief reads.
Although, I completely understand the inconvenience and cost of purchasing a lightning adapter or Bluetooth headphones, I cannot help but think this latest round of controversy perfectly defines our age of first world problems.
The purchase or upgrade to Apple's latest must have the device is not compulsory and there are a wealth of alternatives with the same features so why is everyone so outraged and what does it say about our society? If you don't like the latest version of a brand's phone, is this really a problem that someone in a 3rd-world country could ever comprehend?
As users, we all have unique requirements and if the latest handset released no longer meets them, none of us are under any obligation to purchase one, so maybe we should just buy a suitable alternative. As someone who is passionate about technology and all of the platforms available to consumers, I struggle with the constant state of outrage over trivial matters.
There is already a certain amount of smartphone fatigue where almost every Apple, Android and even Windows Phone has identical features and a growing realisation that we really don't need to upgrade or buy a new handset every 18 months. With an expected drop in sales in 2016, companies will have to work extra hard to provide a wow factor that will encourage consumers the need to upgrade.
There does seem to be a slight conflict with Apple's apparent determination to provide a thinner phone while most of their users can be seen sat by a power socket wishing they had a bigger battery. Constant notifications and checking of our phones every few minutes has put battery life at the top of many consumers wishlist and feel this could be where the battle for superiority will actually be won.
There is also a growing feeling of expectation that it's time for technology to step up and begin making a difference in our world rather than getting more shiny gadgets on shelves that people want but don't necessarily need.
Our tiny planet has many tales of injustice, inequality, war, disease and famine and find myself wondering if our time would be better spent backing a cause that can help others or make a difference to our community and beyond rather than filling in online petitions about the removal of a 3.5mm headphone jack.
What are your thoughts on the rumoured plans by Apple for the iPhone 7 and the online reaction it has received?
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