For the last few months, we've closely followed consumer anticipation for the iPhone 4S – tracking its direct impact on both mobile app downloads and app marketing costs.

With the arrival of the new iPhone, October was the pivotal month, putting an end to months of industry speculation and mounting expectation, and validating many of our own predictions based on insights gleaned from our Fiksu for Mobile Apps platform.

iPhone anticipation strikes again!

Last month, our insights showed that a hiatus in iPhone sales (ahead of the much-rumored launch of the new iPhone) were directly tied to the drop in app downloads from Apple’s App Store.