I am not looking to be amazed. Being amazed really means nothing to me in my day to day communication and use of the iPhone. If Apple does add a feature or two to the phone that can be of regular use to me and helps save me a step or two in managing my time during the day or helps with tracking health in a better manner, I am all for it.
If you want to be entertained every year by Apple because you see other companies adding x,y,z ability to their phones, you are probably looking at the iPhone in the wrong light. I posit that the iPhone is not a carnival ride. It is a tool.