So, did you know there was a new iPhone launch this week?
Well, no one else did either.
The fanboy circus that is usually the scene at a new iPhone launch was nowhere to be found at the company's flagship Fifth Avenue store on iPhone S E-Day.
I mean look at these photos, there's no one there except this one guy and I don't know I think he's just scratching his head.
The total pedestrian launch of the iPhone SE is certainly a first for the company but the lack of enthusiasm is justified.
This isn't a new phone like what we'll see later on this year with the iPhone 7. Instead the Iphone SE is just the souped up and smaller version of the 5S.
It's got a better processor, Apple Pay, more ram.
But it's just not sexy.
So no, the Apple faithful haven't lost their religion, they're just a little savvier then what we give them credit for.