Dressed in his iconic turtleneck, Steve Jobs began his 2007 Apple keynote, “Every once in a while, a revolutionary product comes along that changes everything.” I remember the energy that year as my brother and I sat at the lunch table together on our laptop and watched Jobs unveil the first iPhone. Since then, Jobs and Tim Cook have repeatedly hailed their products as “magical.”
Monday's Apple keynote followed the established pattern. All the products we are familiar with were given an upgrade. I can’t remember the number of times Apple has told us the newest software update will run three, four—nay—five times faster than older systems. And then, when it seems that everything has new insides and outsides, Tim walks onto stage, pauses, and says, “There’s one more thing.”
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