What’s in a name

After Apple CEO Tim Cook announced their newest offering of iPhone, it was immediately clear that fans and commentators alike were disappointed that he did not announce the iPhone 5. My question is simply, “Why?”
 
First of all, Apple do not conform to usual naming conventions, which is exemplified by the fact that their most recent operating system, Mac OS X Lion, is numbered 10.7, and not 11 (or rather 17, as it’s the seventh Mac OS X to be released), so it strikes me as odd to expect them to do so now.
 
Secondly, while it might not conform strictly to how they have been naming the previous iterations (iPhone, iPhone 3G, iPhone 3GS and iPhone 4), it does make a kind of sense. I also suspect that they were trying to tell their customers that it wasn’t the revolutionary iPhone that would, again, change everything, but rather an upgrade of the existing platform.
 
My last point is that it’s just a name. If they had not used numbering, but rather an apparently random string of names (I’m looking at you, HTC), I seriously doubt that there would be the same fuss. And the fuss, after all, is what Apple is best at.