It's not that it was predictable, the Cupertino colander having so many holes that even the emperor enjoyed more threads. It's that what was predicted wasn't all that exciting.
The upgrades to the iPhone 5S were at best to business, not first. The pretty colors of the iPhone 5C were sweet, but hardly original.
And those holier-than-thou covers? Teenage candy, perhaps. But not at teenage candy prices.
At heart, the Apple event was uneventful. The whole show came across as beautifully, unapologetically plastic.
Which, oddly, is what Jony Ive's presumably straight-faced voice-over called the new iPhone … Read more