Apple’s Secrets Aren’t So Secret Anymore, and That’s O.K.

The fact that yesterday’s bash wasn’t full of startling twists presumably helps explain why it prompted lots of stories declaring the event, and even the iPhone 5 itself, to be a disappointment.

Product rollouts aren’t action movies. Surprises are nice, but they aren’t the ultimate goal — at least if the idea is to sell lots and lots of gadgets and make lots and lots of money.

Surprise has no inherent relation to quality or popularity.