It Was Dull, but Huge

 | Sep 13, 2012 | 9:07 AM EDT
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We don't yet have a sense of how big yesterday's iPhone product is. It's not just another iPhone. It's very likely to be the biggest new product announcement ever.

We typically underestimate the new introduction of an Apple (AAPL) product. We did it two years ago with the iPad. For such an utterly dominant product -- now accounting for 95% of tablet browsing according to Tim Cook yesterday -- it's amazing to recall just how much the average tech blogging pundit dismissed it when it came out. They made fun of its name. They said it was just a big iPhone (that was according to former Apple director Eric Schmidt). They said tablets had been tried before and failed. They said anyone with a PC and a phone didn't need a tablet.

And here we are today, two years later and nearly 100 million units sold. According to Cook, in the most recent quarter Apple sold more iPads than any PC manufacturer sold PCs. That's truly remarkable.

So, maybe it's not surprising that people didn't get overly excited at yesterday's iPhone 5 product launch.

In fact, quite a few people complained about it. Their biggest complaint was the lack of surprises. All those leaked photos seemed to be right on the mark. The keynote just confirmed what everyone seemed to suspect. Where's the fun in that?

More than a few folks of course said that Steve Jobs would have been irate at these leaks and not let them happen. People also complained that the keynote was missing the sizzle and showmanship that Jobs always seemed to bring to the events.

The event seemed dull. 

But look a little closer at the total presentation that happened and the details presented.

We'll likely look back on yesterday's keynote as the dullest, most blockbuster new product announcement ever.

Someone covering the event for Bloomberg said that Apple is a confident organization and its executives are firing on all cylinders in their presentations of the devices. It's true. They all are solid presenters and their events go off like clockwork.

What's most impressive about the new iPhone 5 -- like all Apple products, really -- is the attention to detail. It's the stitching. The devices just work more effortlessly and intuitively than any others on the market.

There are plenty of new features in the phone that will attract loads of new users and existing users to upgrade. Most notably, the larger screen, the new ear buds (seemingly small, but important and a surprise). The thinner and faster parts,  especially with LTE support. It's true for any new phone, but we're a society that's addicted to instantaneous. We need it now. Latest and greatest. Even the new Siri support for sports and restaurants will be a big deal.

This phone will likely sell more than 50 million units in the holiday quarter.

That's a blockbuster any way you cut it. Boring or not.

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