So, there’s going to be a new iPhone announced this Wednesday.

There are things about it that I know, there are things about it that I think that I know, and there are things about it that I suspect.

Most of which I’m not actually allowed to talk about publicly.

What I can talk about is a phenomenon that’s become apparent over time.

Launch Fatigue.

It wasn’t that long ago that the launch of a new device was met with major fanfare, and people lining up in the street.

There will still be people lining up next week, although fewer than in times past. And the fanfare is more of a dull roar.

Partial blame can be laid for that on what insiders have started calling the trend of “Soft Launches.”

That’s when a new device is announced, but there are few if any units available at the time of the launch.

It was the case when the iPhone SE launched that handsets were in short supply for the first couple of months.

And just two weeks ago supply of the new Samsung Galaxy Note 7 was non-existent, although last week it turned out that there were some unfortunate reasons for that.

Limited supply used to fan the flames, making getting your hands on one more desirable.

I know that when the iPhone 6 came out I practically had to undertake a quest to get my hands on a 128Gb model that Fall.

Lately however, it seems to engender frustration amongst consumers.

And in terms of consumer sentiment, polling dealers it seems to range from trepidation to apathy.

Will the new iPhone still be a hit?

I guess we’re going to find out.