Tim Cook was front and center hyping all the "innovations" of his new products. At one point even comparing the new IPAD mini to the Samsung Galaxy Nexus. Cook even went so far as to drag out the "sold more IPad's than PC's" argument from last year which still holds as much relevance as the number of paper clips consumed by the average office.
Undoubtedly there'll be hundreds of articles about the announcement and it's not my intent to rehash that information. I'm sure there'll be 100 blog posts in the next 24 hours to take care of that.
What was striking was how little innovation there was to be had.
Sure, ever since the introduction of Samsung's Galaxy note last year then the Nexus this year Apple fans have been hoping for a smaller version of the IPad,
Today they got it but it's hard to understand what's so great about it. It amounts to little more than Apple late to a market already dominated by a competitor.
The new IMac has a thinner profile and is available with the "new" fusion drive which is little more than an SSD accelerated hard disk. That's technology that's been available since the introduction of the Intel Z77 chipset. Unless you view your IMac as an objet d'art instead of a computer there's nothing revolutionary about it.
In short, today's Apple announcement boiled down to a refresh of the current Ipad, a smaller Ipad with a $329 entry level price point and a prettier IMac in 21.5 and 27" screen sizes.
Where's the real innovation? Where's the world changing product that has set the standard for consumer electronics? Instead of changing the way we interact with technology like the first Macintosh PC or the Iphone, Apple seems content to react to market trends instead of setting them.
One thing that hasn't changed is the price point. Apple still demands a premium price for largely garden variety hardware in an attractive shell.