If This is the iPhone 5, it Will Flop

Business Insider recently asked its readers to share their opinion of the many supposed iPhone 5 images that have spread across the Web.The publication showed a side-by-side comparison of the real iPhone 4 and the not-yet-confirmed iPhone 5 and asked, "Do you think the iPhone 5 is ugly?"More than 60 percent of the 2,400 people who responded answered yes.These results are in stark contrast to every other survey, which show an unprecedented level of demand for Apple's next-gen smartphone.To be fair, consumers responded favorably to the iPhone 5 in surveys where the device was not represented in a negative light. When ChangeWave Research conducted its latest poll, the firm simply asked users about their anticipation for the presumed device.Business Insider, on the other hand, had two images to show consumers, both of which were nearly identical. If the iPhone 5 is indeed a slightly longer version of the iPhone 4, BI's results are bad sign for Apple. Otherwise, there is not much to worry about.Also, just as critics were quick to point out that most of the positive iPhone 5 polls were filled with existing Apple users, it is possible that BI's respondents favor Android. Believe it or not, Android loyalists are unlikely to side with Apple in a simple poll involving a "yes" or "no" question.Consumers may also have some ill will toward Apple after the company defeated Samsung in their domestic patent dispute.Now let's suppose that a large majority of consumers are wholeheartedly disgusted with the iPhone 5 images, which we will presume are real for the sake of argument. Even then Apple will make billions and sell millions of new iPhones.Contrary to popular belief, consumers do not purchase devices for their design alone. That can certainly help -- no one wants an ugly smartphone. But the software, functionality, usability, durability, and reliability are also huge factors. Consumers already know and love the existing iPhones. Unless Apple really screws up, they are likely to love the iPhone 5 as well -- even if it is "ugly."Apple should be more concerned about the iPhone 5's feature set. No one purchased the iPhone 4S because of its design; they bought it for Siri. Without a gimmick of equal proportions, the iPhone 5 may have a difficult time meeting sales expectations.As it stands, Apple is already planning for a sales slump. The company's various suppliers have been warning consumers for months about the inevitable shortages that will surround the iPhone 5's release, reducing inventory by a significant margin.Thus, if the iPhone 5 fails to beat the many sales records set by the iPhone 4S, Apple can ward off investor complaints by saying that the company could not manufacture enough devices to set a new record.Follow me @LouisBedigianBZ