No Big Surprises at Apple's Latest Product Unveil | Adweek No Big Surprises at Apple's Latest Product Unveil | Adweek
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No Big Surprises at Apple's Latest Product Unveil

Jaded journalists yawn on social media

Apple's big product unveil today failed to deliver any blockbuster surprises. The big news out of the event was the introduction of two new iPhones (the 5S and new 5C), iTunes radio and a new fingerprint-scan security feature—developments that all leaked before the event.

In typical fashion, though, the technology press and mainstream media lined up to live blog the announcements. Perhaps it was just an off year, or perhaps we've been conditioned to expect something spectacular every time the company's executives get onstage, but judging by the reaction from tech reporters on social media, the keynote event seems to have lost some of its luster.

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