In a way I appreciate how much Apple works to polish their products, but it's becoming just too centered on insignificant details and style for me.
Even the spec bumps on the 5S feel like an insignificant deluxe detail. A7 processor and 64 bit technology, nice, but a 4" screen is just too small to do anything that truly makes use of all that power under the hood. It's like having a Ferrari while living in an area with a 10 mph speed limit. Who cares if Infinity Blade 3 plays smooth as butter when I'm forced to look at the graphics through a keyhole?
And iOS 7 is pretty and all, but that's about it. Sure it's getting better now that Apple is finally adopting some of the interface versatility that Android already has, but the emphasis is on style and putting a premium edge on a very basic experience.
Of all the updates that come with the 5S, only the camera has some real meat. Everything else is polish. Glam. Style. Just look at their website after the release, it looks like a fashion site, much more so than ever before.
Nothing wrong with fashion, or style, but I'm getting concerned that they're locking themselves down too much in that direction, both in development capabilities and brand identity. Will they ever return to being a company that offers new experiences, not just more slick experiences? I'm not so sure I'll bother with keeping with keeping my hopes up for the iPhone 6 anymore.
