An embedded logo? What a dealbreaker. Looks like I will stick with my iPhone 3G. They should fire Jony Ive. This would not have happened under Steve Jobs. This shows the long slide downwards that Apple has been on for several years now. The logos on Android phones are much better. There is no more innovation from Apple anymore. The logo is too black. I can't believe they only use two holes to attach the logo to the case. Jony Ive messed it up again. The logo is not black enough. They should have improved battery capacity instead of messing with the logo. This would not have happened under Steve Jobs. Once again they are concentrating on design instead of features. I guess this means there will be no 256GB iPhone 6. I thought Tim Cook was supposed to be an expert for logos. This is Jony Ive's fault again. As expected, no innovation. They should concentrate more on getting the design right instead of fiddling with all those new features. This looks like a 1:1 rip-off from Android. Looks like the logo will not have NFC. This would not have happened under Steve Jobs.