Some of the first reviews have started to trickle in on the new Apple (NSDQ: AAPL) iPhone coming out this Friday. Above and beyond the consensus seems to be that the 3G S upgrades will be nice, but it’s nothing that will blow your socks off.

Instead, the software update—which everyone can start downloading today—is much more important in terms of new features, especially since it’s accessible to all. Here’s a look at what the technology reviewers are saying:

WSJ’s Walt Mossberg: “I don’t think this latest iPhone is as compelling an upgrade for the average user as the 3G model was last year for owners of the original 2007 iPhone. Current iPhone owners can get an improved product by merely sticking with their existing phones and upgrading to the feature-laden new operating system, which is free (it costs $10 for iPod Touch owners), rather than shelling out at least $199 for the new iPhone 3G S.” (WSJ)

Engadget: “At a glance, what Apple seems to be doing is less a reinvention of the wheel and more like retreading the wheel it’s already got…For current users, we have this to say: the iPhone 3G S is a solid spec bump to a phone you already own… but it is, at its core, a phone you already own.” (Engadget)

CNet: “So should you buy it? That will depend on how much you’ll have to pay for the privilege. If you don’t own an iPhone yet, and you’ve been waiting for the right model, now is the time to go for it. The same goes for iPhone Classic owners who never made the jump to the iPhone 3G. But, if you’re a current iPhone 3G owner, the answer isn’t so clear.” (CNet)

The New York Times: David Pogue writes: “You can still buy last year’s model, the iPhone 3G, for $100. But find a way to afford the new one. It looks identical to last year’s iPhone, but its faster circuitry makes a huge difference. (NYTimes)

Gizmodo: “There’s a reason why Apple called this the iPhone 3GS for Speed and not the 3GC for “compass” or 3GV for “video recording.” Speed is the central upgrade here, and probably is the single biggest reason you would upgrade to a 3GS from a 3G. And if you’re coming in as a virgin iPhone user, there’s definitely no question: The 3GS is worth an extra $100.” (Gizmodo)