People already seem to be forgetting the general unhappiness over the iPhone 4S launch. Apple took the exact opposite approach as Samsung and Google, in that they released absolutely no information until just before the phone was ready for preordering. That led to massive amounts of hype and speculation that ultimately shot far beyond what the actual product ended up being. The 4S ended up being an incremental improvement, not a game-changer. Apple never promised a game-changer, but their wall of secrecy coupled with months of delays led things to get out of hand. I will say this: as a current 3GS user, the disappointment over the 4S is what led me to seriously start looking to switch to Android.
My impression of the massive preorder numbers for the 4S is that the bulk of it consists of existing iPhone users upgrading. I haven't yet seen how much of the 4S market is new business, so to speak. Any new iPhone generation is going to have massive preorders because of the upgrade factor. I don't know that Apple's marketing machine, slick as it may be, had a lot to do with it this time around.
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It does seem like the release of the GN has been botched from a marketing perspective. To a degree, this simply highlights the unwieldy nature of the Android universe, existing as an unusual partnership between Google, manufacturers and carriers. Getting everybody on board to do an Apple-style product launch is probably impossible.