Apple execs are past masters at presentation. Someone quipped on social media that what we were going to get at this year's launch event from Apple was -- another presentation.

Even though no one else is as good at presenting a new product as Apple is, the events are becoming a little formulaic and cliched. Familiar formats and phrases marked the progression of the launch of the iPhone 7, iPhone 7 Plus and new Apple Watch at the Bill Graham Auditorium in San Francisco. The most used of these was "This is the best (iPhone or other product) we've ever made. Which of course, it has to be, considering Apple could hardly have deliberately built a worse product than before.

So predictable are the presentations and so thoroughly does every detail of what's coming leak out, that there are just no surprises left throughout the event. Except perhaps, Apple's launch of a runner's watch, launched in partnership with Nike.

True to rumour, the new iPhones come without the much talked-of 3.5mm socket. Instead, we have a connection through the Lightning port which, Phil Schiller, senior Vice President of Marketing at Apple, pointed out was always built to carry music without loss of quality. As for the industry having to shed the long-established 3.5mm jack, Schiller said there were over 900 million audio products already using the Lightning connector. And, in any case, an adaptor is provided in the box with the iPhone 7 and 7 Plus. Apple made other audio related enhancements such as upcoming headphones from Beats, new stereo speakers on the iPhone, and the predicted Apple Air Pods, wireless earphones that will, of course, have to be bought separately. The Air Pods are based on Apple's W1 chip, which uses regular Bluetooth. The Air Pods struck me as one of the more innovative products showcased as a lot of technology is packed into them for functionality -- such as tapping twice to call up Siri, the virtual assistant.

CEO Tim Cook and Phil Schiller described the iPhone 7 as coming with a complete redesign. In fact, one can see much of the familiar design language on the new devices although there has been a lot of refinement, including the material used and the hiding of the signature antenna lines. All specs have been bumped up on the two new models. Storage, processor, and not the least, the Force Touch feature on the home button, are features new buyers can look forward to. But even Apple believes that the new devices are an evolution and a refinement rather than a re-imagining -- which is perhaps what investors are looking for as sales of the iPhone begin to slow in established markets and face extreme challenges in the two large markets Apple needs next: China and India.

The one thing that users of the iPhone have always loved is the camera, and that sees an upgrade on both devices. The rear camera is still a 12MP but the aperture has been moved up to f1.8. The front camera is now a 7MP shooter. The iPhone 7 Plus has two rear 12MP cameras, one of which performs a 10x zoom function. Upgrades include optical image stabilisation, new True Tone flash, and a new chip. While the specs may not excite on paper, there's little doubt that the IPhone's camera will be a stellar performer, having been so all through in any case.

New Apple Watch versions were also launched with more strap options from partners like Hermes, whose double-tour strap is in itself a reason to wear the Apple Watch. There's also a special runner's watch launched along with Nike. This one is a simple sporty device focused on running without anything else getting in the way.

All in all, the refinements made to all of the products presented at the event are nice enough, as refinements. Anyone hankering for a revolution, will have to wait, rumours say, until 2017 when the iPhone has its tenth anniversary.

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