True Apple hype doesn't begin until around WWDC which is in June. This has been tradition since the iphone 3G. Samsung and HTC just dropped phones, which is the reason why their getting all the press right now. Best believe that come summer the iPhone rumors/hype will become astronomical, especially given that this year more than any other is being looked at as a time period of certain vunerablity for them. Samsung is at their neck and Android has matured into a undeniably strong OS competitor. If Apple goes the "S" route and merely refreshes the internals, then a lot of blogs/publications might finally turn on them and begin loudly proclaiming the lack of innovation and ingenuity of their products. Now more than ever the spotlight will be on them...there will be PLENTY of Apple/iPhone talk this year trust me...