Apple's Special Keynote event this week, an annual event highly anticipated by tech enthusiasts around the world, promised to be as good as any.
It was the first such event at the Steve Jobs Theater on the new Apple Campus, and it marked the tenth anniversary since the introduction of the iPhone by Jobs himself.
Tim Cook opened the ceremony, and true to form, he recognized the significance of the event and the memory of Steve Jobs.
Aside from that, the event went very much as expected and, in fact, was less than spectacular.
Videos, appearances by key Apple personnel to introduce new products, and new versions of the Apple TV, iWatch and iPhone were introduced.
But there was something different about this event.
When the iPhone was introduced in 2007, we were all familiar with Jobs' recognizable blue jean and black turtleneck brand, but there was always an element of mystery and excitement for what was to come.
Apple's innovations delivered -- the iPod, iPhone, iPad -- connecting the world and fundamentally changing how each and every one of us live.
Today, expecting to mark the anniversary with something spectacular, we got the Apple Watch 3 and iPhoneX.
Don't get me wrong, both are beautiful and look amazing. They are, however, just newer versions of older models we have all come to already know. In fact, with the iPhone, a full screen display and wireless charging are hardly new, as Samsung has long been ahead (in respect to technology) of those innovations.
And what about the poor iPhone9?
I am excited about innovations that include augmented reality (AR), though it may be a little ahead of its time. AR is great, but experiencing it through a phone is cumbersome. AR won't be widely adopted and used until it moves to an affordable headset or glasses.
What all of this also indicates is that Apple has no longer become the company we look to for disruptive innovations. Instead, we get improvements to existing products.
This is not good for Apple, considering Google's rumored acquisition of HTC's smart phone manufacturing capabilities promises to put Google into a position that will allow it to compete -- and perhaps beat -- the iPhone for features and affordability. Additionally, Google is far less conservative when it comes to risky bets, and controlling the smartphone ecosystem will allow them to do so.
Perhaps what Tim Cook needs is more showmanship to shake things up? Maybe taking a page from the playbook of Jack Ma, co-founder and chairman of Alibaba -- and the richest man in China. Ma clearly knows how to hold an event, as evidence by his recent opening for Alibaba's 18th Annual Celebration, when he took to the stage dressed as Michael Jackson and performed with a stage full of dancers and fireworks.
And this was tame compared to his performances in previous events.
Of course, I jest. We most likely won't be seeing Tim Cook on stage doing anything other than his best Tim Cook impression. The time has come, however, for Apple to put a spark back into its business.
Innovation is not going to come from a overzealous stage performance -- but it just might shake things up within Apple.
And that is just what they need.
What do you think? Were you impressed with Apple's new lineup? Please share your thoughts in the comments below.