My take – Finally Apple stumbles with the iPhone 5, Microsoft has a golden opportunity to build an iPhone killer.

Disclaimer: I have an iPhone, I might buy the new iPhone and pretty much love Apple products.

OK, so now that’s out of the way, let’s talk about what happened today.

Apple did EXACTLY what I feared they would do. They underwhelmed with the new iPhone 5.

Yes it’s lighter, yes it’s faster and yes it has IOS 6 but for the first time since Steve Jobs died, I now see the beginning of the end of Apple’s cell phone reign.

They seem to be the tablet king BUT they are clearly losing ther grip on the mobile phone championship title.

The truth of the matter is that the new iPhone is a fine upgrade to the iPhone 4S but it’s nothing spectacular.

The major problem to me is that they kept the phone looking EXACTLY the same and just made it a little taller.

Then they tried to feed us the BS line about making it bigger.

“It’s because of your hand. It should fit there. That’s how we designed the iPhone 5.”

The difference between this new iPhone 5 and the previous iPhone 4 is that the iPhone 5 is going to be a nice-to-have. There is no single feature I saw today that hasn’t been done as well or better by other phones.

This is FINALLY Microsoft’s opportunity to strike with Windows Phone 8.

So here’s the deal Microsoft – No BS, no Windows Phone testing running late, no long stories, You have a once in a lifetime opportunity to strike deep into the heart of Apple territory with a superior phone.

Here’s the problem – the current phones we have seen so far won’t do the job.

The Nokia Lumia 920 – nope too big, blocky and designed by a company in financial trouble – no thanks.

Samsung ATIV phone – looks good but doesn’t look like anything that people will die for.

What to do Microsoft? What to do?

BUILD YOUR OWN DAMN PHONE.

This is the moment for a Microsoft Surface Phone running Windows Phone 8.

Build it by yourselves and pay the same level of attention to it that you (allegedly) did with the Surface tablet.

Make it look sleek and beautiful and make the hardware more attractive than Samsung, Nokia or Apple combined and then throw Windows Phone 8 on it and fight the good fight.

The truth is even though the iPhone 5 is underwhelming, it still seems much better to me than any Windows Phone unit on the market or any that have been announced.

You can’t beat nothing with nothing. It’s an old saying in politics and it’s true here as well.

There’s a very slim window (no pun) open for Microsoft to make this happen. Apple are not stupid. They (deep down) know that this isn’t enough and they will probably rectify this mistake next year.

Microsoft, over to you.

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