"This is the most similar thing to the last thing we have ever released"
The September Apple has in the past made the world aware of products that went on to have an impact on millions (billions?) of people. This year was different.
Apple has long been derided for a lack of innovation and marginal updates, but usually by those who have a dislike of the company or an unhealthy solidarity with Google (Android).
The iPhone 15 Pro is an example of a fairly decent update which brings a better camera system, titanium outer edges and USB-C. The non-Pro 15 brings more than we expected and the pricing has stayed the same as last year so it is what I would call adequate. To be fair there is not too much Apple can do with the iPhone at this stage and for many of us the gap between upgrades is increasing all of the time. My 13 Pro will be with me for at least another year and if I need a new battery at some point, so be it. I have no need to change it and perceive nothing missing.
Where Apple showed a crack in their armour this year was with the Apple Watch series 9 / Ultra 2. Here is a quick list of what is new and my thoughts are in brackets-
Apple Watch series 9
More powerful chip (when was the series 8 ever slow at any point?)
Double Tap (lots of time was spent on a feature that was already available in Accessibility- what is going on there?)
2,000 nit display (twice as bright as the already bright enough series 8)
More precise finding of your iPhone if you lose it (not a buying factor surely)
And some other very minor features. Sorry, but the above list is not an upgrade. It is a panic driven list to essentially same the same product with a better name until the series X which will be a proper upgrade.
Apple Watch Ultra 2
More powerful chip (when was the Ultra 1 ever slow at any point?)
3,000 nit display (brighter than the already bright enough Ultra)
Double Tap (a feature that was already available in Accessibility…)
And a lot of time was spent on how climate friendly these new devices are, and really that was it.
I don't get annoyed by such things anymore because what I have works, but it does make me feel that Apple is happy with the services money these devices are bringing in and simply trying to keep them ticking along without the need for too much effort. It's a shame really.