So here you were, glued to the monitor (TV? iPad?), hoping for Tim Cook to pull a Jobs-worthy performance out of his hat, and when the moment came, that magic wand of your waiting held aloft for the world to see, and you could only feel a stink of disappointment in the pit of your stomach. You clapped with glee because it was a new iPhone after all, and it was bigger, it was faster, and it was thinner than a stack of nickels, but you walked away from the keynote knowing that something was amiss.
For the first time in almost a decade, Apple is playing catch-up with the market. There is nothing extraordinary about the new iPhone. It is as exciting as a hardware upgrade on the Galaxy Note 2, or another announcement of a EA FIFA game. The iPhone 5 looks eerily like another iteration in a beloved but ageing franchise.