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The new iPhone 5S sure is shiny, the iPhone 5C comes in a rainbow of colors, and both are loaded up with some new features. But they are not exactly revelations.
When Steve Jobs took the stage in 2007, the first iPhone was another game changing hit for the company and the CEO that took the world by storm.
"Every three or four years he felt like he had to come out with something totally new. Like he did with the Mac. Then he said let's do the iPod, or the iPhone, or the iPad, things you never knew you were going to need," Walter Isaacson, Jobs's biographer, told CNN Money.
Since Jobs's death in 2011, the company seems to have lost some of that vision.
"When you get to the 5th iteration of a device it loses some of it's magic," said Brett Robinson, author of Appletobia, and a visiting professor of marketing at the University of Notre Dame. "Now that the accountants and designers are running things, they're trying to cobble together the next chapter, and I think they're still struggling to find what that narrative is."
"These product launches have to be well produced, and there has to be some showmanship there. I don't know that Tim Cook is the guy to fill those shoes," said Robinson.
Apple's current CEO Tim Cook has gained kudos for making Apple a kinder, gentler place to work than it was under the hard-driving Jobs. But many say innovation has suffered.
Cook is gaining some fans. Unfortunately for Apple, it's their competitors.
After Apple's announcement, Nokia, makers of their own colorful phones, tweeted,"Thanks, Apple" and sent a photo of its phones with the headline "Imitation is the best form of flattery."