That iPhone 3 curve fits so well in the hand, it always seemed odd of Apple to swap it for the boxy, rectangular shape of the iPhone 4.
Moreover Samsung have stolen a march on Apple with a larger screen which, by using OLEDs, can have a smaller rim round them than iPhones - which makes them look more attractive.
Pity about the Galaxy's RF of course, but it seems people put looks above RF.
With Samsung out-shipping Apple 2-1 in smartphones in Q2 - at 50 million units to 26 million - the phone issues are:
Have Apple and Samsung, which are collectively selling 76 million out of a total 150 million smartphone market in Q2, got unchallengeable market traction dooming Nokia, RIM, HTC, ZTE etc to oblivion?
Is the iPhone on a downwards slide to nowhere?
Amazingly, for the company which revolutionised the mobile phone industry five years ago, Apple's phone future now rests on the iPhone 5.
If it's a dog, Apple won't recover. If it's late, then flagging iPhone 4 sales will keep on diving, and shortages of 28nm chips at Qualcomm may make iPhone 5 late.
Fortune is a fickle lady.