The iOS 4 update only arrived yesterday and the sound of moaning from fans of rival smartphones is already louder than a stadium full of vuvuzelas. The fact that some iPhone users have had issues with the iOS 4 update and hints of an iOS 4 app-ocalypse have only added to their cries. But once again Apple has managed one of its favourite magic tricks: making common features seem like major achievements. So how does it do it time and time again?






