Apple, we seriously don't need an event for every iPhone

There’s no denying the fun and excitement of an Apple event. The tantalizing possibility of something special or unexpected is always there. Absent of that, the product announcements are interesting enough on their own.

Even the dullest Apple events tend to be buoyed by the Apple Bubble Effect, especially if you’re on the Apple Campus. In Cupertino, you’re surrounded by Apple handlers, PR and Apple Shirt-wearing guides and security. Everyone is super helpful and, in general, smiling. They direct your interest and gaze toward the center of all things Apple and the real world recedes into the background. Read more...