Finally, fall is upon us. And with the shortening of the days and the changing colour of leaves comes another seasonal hallmark – iPhone upgrades. This week, like clockwork, Apple hit its annual refresh of its flagship device, to oohs and ahhs and even a few people exclaiming “That’s it?" Today we look at the history of iPhone announcements: the hype, build up, the rumors and leaks, before the big release. Apple is a company that knows how to tell a great story, and the iPhone is its bestseller.